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Marketing Story of Nike - K. Bit - Business and Marketing

The marketing story of Nike – The world’s leading in name in footwear. Nike is one of the first brand that comes in mind after hearing the word ‘marketing’ and ‘customer value’. Nike’s success is not only because of it’s making and selling excellent sports gear. Nike’s marketing strategy is highly customer-focused. It creates customer value through high levels of brand and customer engagement and sense of community among brand and customers.

A Fact Check – Nike’s logo ‘swoosh’ is the most recognized brand symbols all over the globe. It is simply a result of Nike’s omnipresent marketing. Almost every major sports game event and every major social media and demographic trend has one thing in common and that’s Nike.

Nike's Swoosh

Although product development and outstanding sports gear has always been a major piece of Nike’s success, it is not the only thing that is necessary for making and retaining a huge chunk of market share. Over the years Nike has spent far more on brand development, marketing and advertisement in comparison to its competitors in the form of promotional events, endorsements with famous faces and most recognizable – ‘Just Do It’ ads.

Controversial 'Just Do It' Advertisement

While the competitors have majorly focused themselves on quality of the product and product development, Nike is majorly focused on quality of marketing and brand development. Nike has marketed a way of living and a ‘Just Do It’ way of living. Nike’s customers don’t just wear shoes or apparel, they wear the Nike brand on them. Even Nike had stated on its website – ‘Nike has always known the truth - it’s not so much the shoes but where they take you.’

Customers engage with Nike with ads, Nike running club, Niketown stores events, Nike+ app or one the many social and digital media interface that Nike is operating to closely knit its customers with the brand. With digitalization Nike is focusing majorly on digital and social-media based marketing. Nike still spends on its traditional ways of advertising but a huge portion of its marketing expenditure is now digital-driven to engage with its customers.

A Fact Check – Air Jordan is a brand of basketball shoes, athletic, casual, and style clothing produced by Nike. It was created for former NBA player and six-time NBA Finals MVP Michael Jordan. The original Air Jordan sneakers were produced exclusively for Michael Jordan in early 1984, and released to the public in late 1984.

Nike Air Jordan

Nike is ranked at top for creation of ‘brand tribes’ - a group of people who collectively identify themselves with the product and share similar views and notions about the brand. This is done by using almost all the major social media platforms – Snapchat, Facebook, Instagram, Pinterest, YouTube, etc. A glance at Nike’s Facebook page stats are shown as follows: -

Nike Soccer – 42M, Nike Basketball – 7M, Nike Running – 6M, Main Nike – 23M

Nike focuses on engaging its customers in such a way that it becomes a part of their daily lives and becomes a part of their conversations.

The Nike’s ‘Risk Everything’ campaign during FIFA World Cup – Brazil generated more than 6 Billion impressions in more than 30 countries. It started with 5 – minute intense videos featuring top players such as Cristiano Ronaldo, Neymar, Wayne Rooney and many more narrating the world cup story and encouraging viewers to take risks. If you have watched a ‘Risk Everything’ video you must have noticed it is filled with Nike’s ‘Swooshes’ however the viewer never even realizes that they are viewing an advertisement content. Along the end of FIFA World Cup, ‘Risk Everything’ videos had produced 370+ Million legitimate views, 20+ Million in likes, comments and shares and half a Million in hash-tag ‘Risk Everything’. Nike was the most viewed brand of the event, surpassing Adidas, Nike’s views counted for almost fifty percent of total 97 World Cup marketing campaigns where Nike wasn’t an official sponsor. Nike has entered the daily lives of people well using social media apps and its own Nike+ app with 30+ Million users.

To end with some amazing statistics, Nike is globe’s largest sports-wear brand, 44 percent larger than its rival – Adidas. Nike has more than 25 percent market share in America comparing with its rivals – Sketchers and Adidas at less than 5 percent each.

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