Marketing Communications Campaign of Nike Football Shoes

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Nike is first created by Phil Knight and Bill Bowerman in 1964, to provide athletes with better shoes. The first year sales of their company totaled around $8,000, and now it is already one of the biggest sport companies in the world. Nike is called the legend of marketing communications. In the next part, I will analyze the marketing communications campaign of Nike football shoes, and explore how Nike put the marketing communication process model into practice. 1. Align with marketing objectives The first football shoes are produced in 1950s by Adidas. In 1970s, many companies like PUMA, Umbro, Lotto, Diadora, Reebok, Asics, Mizuno start to enter this market and made a good profits. Nike, as the last one who enters into this market in USA big sports companies, get over 50 percent market share in football shoes industry in 2009. The football shoes are not a new invented product when Nike entered. As a new company in this field, Nike set their objective as the top companies at the beginning. They use the strategy of their other products. With their other products, Nike followed up on its football ware fame by dressing athletes from head to toe, introducing apparel collections for tennis and basketball, which were popularized respectively by superstars John McEnroe and Michael Jordan. In 1988, Nike's "Just Do It" slogan was introduced, and it remains one of the most recognizable and successful commercial taglines. 2. Consider the target market As a football shoes producer, Nike’s football shoes products have a typical niche market: football fans. They spend huge amount of money to be the sponsor of famous football club, and use the top football stars as their Image Representative. In sports industry, customers are easily to ... ... middle of paper ... the tournament critics had doubt whether or not South Africa could hold a major event like the World Cup, this was found to have no substance in the end as many now have the opinion that it was a well hosted competition and that South Africa is capable of moving forward with its development in the future. The tournament has brought together the people of South Africa, filling them with national pride, a feat not seen in this country for too long a time. With the success of the World Cup there is a great chance for South Africa to push out of the poverty and lack of unity that it has witnessed for centuries and gain some economic stability. Works Cited

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