School Of Business
Managing Brands
Amanpreet Singh Khurana
500117925
Nike
On January 25, 1964, Bill Bowerman and Phil Knight founded Nike, an American sports
footwear and clothing company, under the name "Blue Ribbon Sports." It was renamed Nike,
Inc. on May 30, 1971. In its first year of business, BRS made $8,000 selling 1,300 pairs of
Japanese running shoes; by 2023, it had sold 800 million pairs, generating close to $51.2
billion. Nike produces a wide range of athletic clothes and gear. Nike has created more than
10,000 different shoe models since they initially began selling track running shoes. With a
65% market share and steady growth, Nike has performed exceptionally well as a brand in
this cutthroat industry.
“Nike dominates the global sneaker market with a 65.9% market share”
How?
Nike’s Branding Strategies
Robust Brand Recognition
Slogan: "Just Do It" is among the most well-known phrases in the world. It encourages action
and fits with the aspirations of athletes.
Logo: The recognizable "Swoosh" is a timeless and well-known symbol of motion and speed.
Celebrity Endorsements
In order to increase brand credibility, Nike collaborates with elite athletes and teams like
Serena Williams, Cristiano Ronaldo, and Michael Jordan.
In addition to increasing sales, partnerships with well-known athletes (like the Air Jordan
series) have given rise to Nike-owned sub-brands.
Creative Product
Nike consistently makes R&D investments to produce cutting-edge items that combine
performance and style, such as Flyknit, Air Max, and Vaporfly.
Limited-edition goods and partnerships (like those with Virgil Abloh and Travis Scott)
generate attention and exclusivity.
Worldwide Presence
Nike's global reach across more than 190 nations guarantees brand awareness across a wide
range of consumers.
Regional audiences benefit from customized marketing strategies that preserve a global
identity while fostering connections with local cultures.
But Nike did two things differently than others that made Nike reach to the heights that
no one imagined one is its Advertising and the Story that Nike told through those
Advertisements.
Nike had a narrative that “You Can Do It Just Take the First Step to it with Nike”.
Storytelling with Emotion
Nike advertising frequently tells motivational stories about diversity, overcoming obstacles,
and societal issues.
Nike's propensity to take strong stands is demonstrated in advertisements like "Dream Crazy"
featuring Colin Kaepernick, which appeal to socially conscious customers.
Nikes advertisement in Japan where it showed to break the customs and, do and be whatever
you want.
Another great Nike advertisement campaign would be “Nike, Find Your Greatness”
In which Nike showed that one can do anything when they take the first step to it.
These are the strategies that Nike used to build an emotional connect with customers and get
a loyal customer base.
We live in a digit era so now let’s talk about Nike Digital Branding
Strategies.
Content Marketing
Nike produces interesting digital content with an emphasis on sports advice, fitness, and
inspirational tales. This includes blogs, videos, and social media posts.
Through customized fitness programs and tracking features, the Nike Training Club (NTC)
and Nike Run Club apps provide value-added services that increase brand loyalty.
Social Media Dominance
Nike's active participation on social media sites like Instagram, Twitter, and TikTok enables
them to interact with younger consumers by producing visually appealing material.
Consumers are encouraged to share their experiences through user-generated content
campaigns like #JustDoIt, which promote community.
Customization Using Information
Nike uses data analytics to tailor consumer experiences, from product recommendations to
targeted advertisements.
Users can create customized sneakers using the "Nike By You" platform, which deepens their
emotional bond with the company.
Omni-channel Experience and E-Commerce
Nike's online store and app are the focal points of its direct-to-consumer (DTC) strategy,
which guarantees a flawless buying experience.
Online and offline experiences are connected through the integration of real stores with
digital platforms (such as "Nike Live" stores).
Transparency and Sustainability
Nike's dedication to sustainability is demonstrated by its "Move to Zero" campaign. Efforts to
reduce carbon footprints and recycle are shared via digital channels.
Eco-conscious customers are drawn to products that are transparent about their materials and
manufacturing methods.
Creative Campaigns
Nike uses cutting-edge technology like virtual reality (VR) and augmented reality (AR) to
improve client engagement.
Digital ads such as "You Can't Stop Us" emphasize resiliency and solidarity with split-screen
imagery and gripping storytelling.
Competitors
Adidas
Branding Strategies
Adidas emphasizes its heritage with slogans like “Impossible is Nothing.”
Collaborations with celebrities like Kanye West (Yeezy) and Beyoncé (Ivy Park) focus on
lifestyle and fashion.
Sustainability campaigns like “End Plastic Waste” resonate with environmentally conscious
consumers.
Nike’s storytelling leans towards performance and social causes, while Adidas balances
sports and lifestyle branding.
Both excel in celebrity collaborations, but Nike’s partnerships are often more focused on
athletic performance than lifestyle.
Puma
Branding Strategies
Puma presents itself as a lifestyle brand with a sporting edge, attracting fashion-conscious
consumers.
Collaborations with well-known pop culture figures like Dua Lipa and Rihanna (Fenty)
demonstrate its appeal to younger audiences.
Nike's advertising campaigns are more thorough and performance-oriented, whilst Puma
concentrates on fusing casual fashion with sportswear.
Nike has a more advanced digital environment with powerful apps and tailored experiences.
In the sportswear sector, Nike's branding and digital tactics have established a standard. Its
dominance has been guaranteed by its ability to blend cutting-edge digital tools, emotional
storytelling, celebrity endorsements, and inventive products. Nike's comprehensive strategy
places it at the forefront of both performance and cultural relevance, while rivals like Adidas
and Puma concentrate more on lifestyle and fashion and Under Armour on specialized sports
demands.
