Submitted by :- Divya Hinduja

Course :- B.com hons

1 Section :- A
Roll no :- 20/51042
Submitted to :- Ms. Monika
Subject :- Advertising and
personal selling
Advertising
Campaign

Nike
 Mission statement

To bring Inspiration
and Innovation to
every athlete in the
world

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 History
● Nike Inc. is an American multinational
corporation that is involved in the
design, development, and marketing
of footwear, apparel, equipment,
accessories, and services.
● Blue Ribbon Sports was Founded by
Bill Bowerman and Phil Knight in
1964 (later become Nike Inc. in 1978)

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 History
● Phil Knight was a track athlete at
the university of Oregon and Bill
Bowerman was his coach.
● Bill Bower and Phil Knight each
invested $500 to launch an athletic
shoe company.

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 History
● The Nike “Swoosh” was designed by
Carolyn Davidson and was first
introduced in 1971
● In 1976, Nike hired J ohn Brown and
partners as its first advertising agency
● By 1980, Nike had attained 50% of the
market share in the U.S. athletic shoe
market

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 History
● In 1977 Nike used its first brand ad called
“there is no finish line”
● Wieden+Kennedy became Nike”s primary ad
agency in 1980
● Co-fouder Dan Weiden was the one who
coined the famous slogan “just do it” in 1988.
● His inspiration came from the last words
spoken by Gary Gilmore, “let”s do it”, before he
was executed

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 Techniques used by
2 Nike in Advertising
 Target the feelings of the viewers
● The emotions and beliefs of the people are their greatest assets.
With the most potent stories provoking the deepest of emotions
is the key to the success of advertisements done by Nike.
● They have an Artificial Intelligence (A.I.) system which evaluates
and analyses the people worldwide with the basis of emotional
intelligence. This system can tell you which emotions of people
can be targeted to give them a compelling story.
● The ad stories having Serena Williams, LSU Tigers, and Whitney
Houston invoke people’s emotional responses to a great extent.
These were effectively used for the company’s profit.
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 Branded Content
● The brand is what the product or the company is known by. It is the identity of
the company which is identified and recognized by the clients and the masses.
Nike is a unified brand that has many sub-brands like Nike Football and Nike
Baseball. These brands have their web pages and such content in their name.
Nike has 128 such partners who promote the brand ‘Nike’.
● These brands are endorsed by supreme sports celebrities who garner the love
and attention from all over the world. The videos with this content are
launched online with their brand names.
● These videos have been watched and liked by more than 205 million people.
Alone on YouTube, the brand has a grand number of more than 134 million
views. It contributes to the success of the ad campaigns of the company.

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 Digital advertising

● The outburst of technology dominates the current era. Technology

has advanced to the extent that everything is done via social media.
Social media is home to a lot of information and entertainment.
● Even advertisements stand a chance of being noticed by the
maximum number of people on digital platforms. There are videos,
photos, pictures, and textual content that can be circulated on digital
platforms.

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● Nike believes that advertising on digital platforms can help the
brand earn more name and fame. It will increase the business and
profits of the company by expanding the sale of products.
● It is precisely why Nike spent a thundering amount of $14.8 million
on digital advertising. More than 6,194 creative people are
working on these advertisements. There are mobile ads, desktop
videos, as well as campaigning on various social networks

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2 Advertising Campaign
 “The ad featured Michael Jordan”
● In 1988, Michael Jordan was a renowned
name in sports. Hence, Nike made him
endorse the brand. The Air Jordan Sneakers
sported by him in the ad set the foundation
for the ever-growing sneaker culture. It
elevated the Air Jordan collection of Nike
among the masses.

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 “The ad featured Michael Jordan”
● Air Jordan is a line of basketball shoes and
athletic clothing produced by American
corporation Nike. The first Air Jordan shoe was
produced for Hall of Fame former basketball
player Michael Jordan during his time with
the Chicago Bulls in late 1984 and released to the
public on April 1,1985.
● The shoes were designed for Nike by Peter
Moore, Tinker Hatfield, and Bruce Kilgore.

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 ‘I am not a role model’ ad
● Numerous people around the world look up to
sportspersons as role models. Through this ad, Charles
Barkley made a valid point by saying, “Just because I
can dunk a basketball doesn’t mean I should raise your
kids”.
● This statement led to debates and arguments whether
sportspersons should be looked up to as role models. It
gave a different perspective to people and changed the
ideologies, which considered star sports players as
super-humans.

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 ‘Just Do It’ ad

● The phrase ‘Just Do It’ went on to become the most popular and
familiar tagline in advertisements’ history. The first-ever ad featuring
this tagline was done by Walt Stack when he was 80 years old.
● He was an iconic member of the San Francisco running community as
he had run more than 62,000 miles in his lifetime. This ad became the
flag bearer of the ad campaigns done by Nike after that.

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 WHAT WAS DONE IN CAMPAIGN?

● Throughout the campaign Nike enlisted numerous notable athletes in

order to attract customers and promote the image of Nike as being
reliable to not only everyday customers but professional athletes.
● Athletes such as football stars Ronaldinho and Wayne Rooney,
basketball stars Michael Jordan, and Kobe Bryant and tennis stars
Roger Federer and Rafael Nadal were used in their advertisements,
including a range of people from varying ethnicities and races.

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 Endorsements
● Nike pays top athletes in many different
sports to use their products and
Promote/Advertise their technology and
design.
● Nike is the official kit sponsor for the Indian
Cricket Team for 5 years, from 2006 till end of
2010. Nike beat Adidas and Puma by bidding
highest (US$43 Million total).

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LeBron James- $90 Million
Kobe Bryant- $40 Million
Christiano Ronaldo- $32.5
million
Maria Sharapova- $6 million
Roger Federer- $13 million
Etc.
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