Nike is the most recognised American sports brand in the world. The success of Phil Knight’s company is often referred to his brilliant advertising findings. Phil Knight founded the company in partnership with his sports coach Bill Bowerman in 1964. At that time American sports shoes cost only $5, and their quality left much to be desired. Many athletes came back from the tracks with bloody blisters on their feet. To promote the brand Knight decides to conduct a unique advertising campaign.
Believing that the advertising subject should be not the product itself, but those who wear it, Knight was one of the first in the history of advertising to use sports stars: first, baseball player Bo Jackson, tennis player John McEnroe, athlete Carl Lewis and later only worldwide known sportsmen. Such tactics brought good dividends. In 1984, the company made a contract for basketball sneakers promotion with a 21-year-old star of the NBA Michael Jordan. Finally, every American teenager dreams of a pair of the same sneakers as the "King of Air" has.
From the beginning Nike bet on the "bad guys", the athletes with a scandalous reputation, for instance, the famous tennis player Andre Agassi and others. As a result, sales soared to unprecedented heights, and Nike became No. 1 sneaker manufacturer in the United States. In later advertisements, Nike keeps on using the scandalous strategy inviting celebrities from the field of sports and movies and even politics. To improve the results Knight places a premium of the future advertising company on cutting-edge innovation. The promotion of a new breathable fabrication technology of sports shoes and apparel Knight begins with David Fincher, who voices the slogan of Nike, under the famous track "Revolution" (Beatles). To nail down a success the company launches the brand Air Jordan.
Another brilliant move of Knight is the promotion of the American brand via the participation in other global and local advertising campaigns, such "Good vs. Evil", the World Championships,etc. An integral part of the advertising image of Nike is the fact that the products of the brand are almost never named in videos or placed on posters. Even the name Nike appears quite rare.
Nike has a very well established decision-making process that makes marketing campaigns really powerful and attractive for people. Rejecting any market research or pre-testing, Nike almost often relies on experimental advertising. Knight shares his advertising principle, which is to awaken the consumer. He admits that Nike’s advertising campaign is normally a risky and non-formularized procedure.
Nike is the most recognised American sports brand in the world. The success of Phil Knight’s company is often referred to his brilliant advertising findings. Phil Knight founded the company in partnership with his sports coach Bill Bowerman in 1964. At that time American sports shoes cost only $5, and their quality left much to be desired.