The subculture chosen for this report is; Aspirational Fitness Goers. In further detail this subculture is derived from a broader cultural group of Fitness. From here this culture is spilt up into many degrees of ‘Fitness’. Aspirational Fitness Goers are those people, mainly young women, that aspire to the idea of being fit and healthy, however; require a high degree of ongoing motivation and reminders that this end goal of being fit is attainable. This subculture consumes large amounts of time on leisure activities such as watching television and exploring the internet. Markers associated with this subculture are difficult to identify externally. Some external markers include; wearing fitness clothing either branded or non-branded during the day to give the illusion of being fit to those on the outside, this subculture tends to attempt at being motivational; for example, setting an alarm or scheduling the day around some form of fitness such as going for a run, however, never actually fulfilling the proposed fitness ideal. This subculture tends to fall into traps purchasing; fitness books, supplements, fitness applications, et cetera.
This report focuses on the Nike brand and their targeting towards the Aspirational Fitness Goer (AFG). The main advertisements looked at link with their Find your Greatness and Endless Possibilities campaigns, both campaigns with the main goal of highlighting the everyday person’s ability in themselves to achieve an end goal of going out there and doing it. Focusing on one main advertisement (link shown; appendix 9.1), that has “a series of different challenges and scenarios unfold, each pushing her - and those watching - to defy their limits and boundaries” (Nike,inc, 2013).
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...er. Nike does not push their products on you through their adverts, rather encouraging people on a deep, personal level to challenge their perception of what is greatness and the possibilities of life. In turn, allowing consumers to form a positive brand association and greater brand retention. You are more likely to remember an inspirational advertisement that challenges you to greater thought over an advertisement pushing their different products. Overall, Nike develops well thought advertisements that cause people to think about their own lives and how they can go that extra mile.
Chitty, W., Barker, N., Valos, M., & Shimp, T. (2012). Integrated Marketing Communications: 3rd Asia Pacific Edition. Australia: Cengage Learning.
Nike,inc. (2013). Nike inspires women to #Justdoit. Retrieved from:
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