BRAND ANALYSIS: NIKE

GROUP 9

Vu Thi Hien

Nguyen Hoang Anh

Nguyen Thi Thu Ha

Nguyen Thi Thuy Ha

Nguyen Thi Quynh Trang

I. The story behind the brand/history

It was founded in 1964 as Blue Ribbon Sports by Bill Bowerman, a track-

and-field coach at the University of Oregon, and his former student Phil Knight.
They opened their first retail outlet in 1966 and launched the Nike brand shoe in
1972. The company was renamed Nike, Inc., in 1978 and went public two years
later. By the early 21st century, Nike had retail outlets and distributors in more
than 170 countries, and its logo—a curved check mark called the “swoosh”—was
recognized throughout the world.

II. Introduction and development of the brand

Introduction:

The Nike brand, a global symbol of athleticism, innovation, and inspiration,

was founded in January 1964. It began as a humble partnership between two
individuals with a passion for sports and a vision for redefining athletic footwear.

Founders:

1. Bill Bowerman:
  A track and field coach with a relentless focus on improving athletic
performance. Bowerman's innovative spirit led him to experiment with shoe
designs to enhance his athletes' speed and comfort.

2. Phil Knight:

An athlete and business student, Knight recognized the potential of Japanese

athletic shoes that were more advanced than those available in the United States.
He saw an opportunity to bridge the gap between quality and affordability.

Blue Ribbon Sports:

In 1964, Knight established Blue Ribbon Sports (BRS) as a distributor of

Japanese sneakers, particularly the Onitsuka Tiger brand. Bowerman joined as a
partner, and the two set out to provide better athletic shoes to American athletes.

Evolving into Nike:

The name "Nike" was inspired by the Greek goddess of victory. In 1971, the
Swoosh logo, designed by Carolyn Davidson, was introduced. It symbolized
movement, energy, and the idea of pushing forward.

Breaking Away from Onitsuka Tiger:

In 1971, BRS severed ties with Onitsuka Tiger due to tensions arising from
the company's interest in expanding its distribution. BRS took the bold step of
creating its own line of athletic footwear.

Innovation and Iconic Moments:

- Waffle Sole: Bowerman's experimentation led to the creation of the waffle

sole, a groundbreaking design that provided enhanced traction.

- 1972 Olympics: Nike's presence was marked by athlete endorsements and

the introduction of the "Moon Shoe," featuring the innovative waffle sole.

- Air Technology: In 1979, Air cushioning technology was introduced in the

Tailwind running shoe, revolutionizing comfort and performance.

"Just Do It" and Cultural Impact:

 In 1988, the "Just Do It" tagline was introduced, encapsulating Nike's spirit
of determination and aspiration. The campaign resonated deeply, cementing Nike's
position in popular culture.

Athlete Partnerships:

Nike's collaborations with renowned athletes like Michael Jordan (Air

Jordan) and endorsements by sports icons further solidified its connection with
excellence and achievement.

Expanding Beyond Footwear:

Nike's success in footwear paved the way for an expansion into apparel,
including sports attire and performance-enhancing gear.

Social Responsibility and Innovation:

In recent years, Nike has embraced sustainability, diversity, and inclusion,

aligning with changing consumer values.

III. Products

Nike offers a wide range of products under its brand. Some of the popular
product categories include:

-Footwear: Nike is renowned for its athletic and lifestyle footwear. They
offer running shoes, basketball shoes, soccer cleats, training shoes, skateboarding
shoes, and lifestyle sneakers.

-Apparel: Nike provides a vast selection of sports apparel for men, women,
and children. This includes t-shirts, hoodies, jackets, shorts, leggings, sports bras,
and more. They also have specific lines for different sports like basketball, soccer,
tennis, and golf.

-Accessories: Nike offers a variety of accessories to complement your

sportswear, such as backpacks, duffel bags, hats, socks, gloves, headbands, and
sunglasses. They also have fitness accessories like fitness trackers, smartwatches,
armbands, and water bottles.

-Equipment: Nike produces sports equipment for various activities. This

includes basketballs, soccer balls, footballs, golf clubs, golf balls, tennis rackets,
and training gear like weights, resistance bands, and agility cones.
 -Athlete collaborations: Nike collaborates with top athletes and sports
personalities to create signature products. These collaborations often result in
unique and limited-edition footwear, apparel, and accessories.

IV. Brand values

In 2020, the valuation of the Nike brand stood at approximately $35 billion
USD, marking an expansion of over $2 billion USD compared to the previous year
(2019). The primary source of revenue for Nike was its footwear division, which
yielded over $24 billion USD in 2019. Among sportswear brands, Nike emerged as
the most recognizable to American consumers, outpacing its primary competitor,
Adidas. Nike's ability to achieve this considerable brand value is attributed to its
substantial investments in advertising, with expenditures surpassing $3.8 billion
USD in 2019.

Nike's brand value underscores its commitment to innovation, quality, and

forging emotional connections with consumers. Its iconic logo, successful
campaigns, and dedication to high-quality products sustain its premium status,
fostering loyalty and financial success.

The brand's impactful advertising campaigns, notably the slogan "Just Do It,"
have played a pivotal role in attracting customers. On platforms like YouTube,
Nike boasts the highest number of followers among athletic clothing brands,
amassing over a million subscribers. Additionally, the brand commands a
significant social media following, seamlessly integrating into the fabric of
footwear culture.

V. Brand identity, brand image, logo,…

1. Nike's brand identity is a multi-faceted concept that encompasses various

elements that define and differentiate the brand in the minds of consumers. Here's
an overview of Nike's brand identity:

-         Logo

The most recognizable element of Nike's brand identity is the iconic "Swoosh"
logo. Designed by Carolyn Davidson in 1971, the Swoosh represents movement,
speed, and power. Its simplicity and distinctiveness have contributed to its
enduring appeal.

-         Brand Name
 The name "Nike" is derived from the Greek winged goddess of victory. This
name choice aligns with the brand's emphasis on athletic achievement, success, and
excellence.

-         Brand Tagline

Nike's tagline, "Just Do It," is one of the most famous and enduring in advertising
history. It encapsulates the brand's ethos of encouraging individuals to push their
limits, overcome challenges, and pursue their goals.

-         Core Values

Nike's brand identity is built on several core values, including innovation,

inspiration, performance, and empowerment. These values are reflected in the
products, marketing campaigns, and initiatives that the brand undertakes.

-         Brand Experience

Nike's brand identity extends to the experiences it creates for its customers.
This includes immersive retail stores, interactive apps, and engaging events that
align with the brand's values and image.

Overall, Nike's brand identity is a cohesive blend of its logo, tagline, values,
products, and customer experiences. It resonates with athletes, sports enthusiasts,
and individuals seeking inspiration to achieve their goals.

2. Nike's brand image refers to the perception, associations, emotions, and

characteristics that consumers and the public hold about the Nike brand. It is the
result of the brand's actions, communication strategies, product quality, and overall
interactions with its target audience. Nike’s brand image are listed below:

Athletic Excellence:

One of the core aspects of Nike's brand image is its association with athletic
excellence and performance. The brand is widely seen as a symbol of high-quality
sportswear and equipment that enables athletes to perform at their best.

Innovation and Technology:

Nike's consistent focus on innovation and cutting-edge technology has

established it as a brand known for introducing advanced materials and designs in
its products. This image of innovation reinforces its commitment to pushing
boundaries.
Inspirational and Motivational:

Nike's tagline, "Just Do It," reflects its inspirational and motivational brand
image. The brand is often associated with encouraging individuals to overcome
challenges, pursue their goals, and strive for greatness. 

Trendsetting and Fashionable:

Beyond sports performance, Nike has also established itself as a trendsetter

in the fashion industry. Its products often bridge the gap between sportswear and
streetwear, appealing to a wider audience interested in style.

Celebrity and Athlete Partnerships:

Nike's partnerships with high-profile athletes and celebrities, such as

Michael Jordan, Rafael Nadal… contribute to its brand image of authenticity,
achievement, and aspiration. These partnerships align with its focus on athletic
prowess and personal success.

Global Reach and Recognition:

Nike's brand image is one of global recognition and impact. The brand's
presence in various countries and cultures positions it as a leader in the sports and
fashion industries on a global scale.

Emotional Connection

Nike's brand image is built on emotional connections with its customers. The
brand's ability to tell compelling stories that resonate with people's aspirations and
challenges has contributed to its strong emotional appeal.

In summary, Nike's brand image is a complex blend of athleticism,

innovation, inspiration, fashion, and global impact. The brand's consistent
messaging, product excellence, and emotional storytelling have played a
significant role in shaping this positive and dynamic image in the minds of
consumers.

The Nike logo, known as the "Swoosh," is a globally recognized symbol of

movement and triumph. Designed in 1971 by Carolyn Davidson, the logo's
dynamic, curved checkmark shape suggests speed and progress. It embodies Nike's
commitment to performance, innovation, and pushing beyond limits. The Swoosh
is typically black but adaptable to different contexts. Its simple design and strong
symbolism have made it an iconic representation of the brand's values and identity.