subject: The Strategy Nike Uses [print this page] With the development of living standard and the sense of fitness, sportswear has become one of the weighty components of the clothing industry. What is more, whether is the apparatus for the professional athletes or the daily leisure sportswear, they all have a close combination in fashion and sports. Furthermore, fashion even has absorbed the essence of sports in the design. Nike being one of the sportswear brand names that have dominated a most part of market share, has rightly conveyed the notion of blending fashion with sports. And as a consequence, the relation between the trade name and the persons has been drawn nearer and nearer due to the tactic.
In order to make a collision to persons' life, the brand name had carried out a mighty advertising slogan, that was, the owning of Nike means the mastery of sports. The art of communication had been effectively understood by the trade name. It has shaped the idea that communication in the individuals comes first and foremost. Due to the tactic, the persons began to know the existence of the trademark.
Thanks to the promotion on the air-filled shoe-pad, much more recognition had fallen onto the trade name. With the application of the TV ads, Nike even had become a household name. Its figure was almost everywhere. Almost no public place had been overlooked. And because of its communication strategy, it had defeated the Reebok and been a new head in the manufacture of sportswear in America.
Amid all sorts of marketing strategy, the brand has payed more heed to the art of communication. The trademark takes the youth market as its first fort to conquer. It is well known to us that the youth are full of enthusiasm in thoughts and act. They are full of imagination and fantasy. Sports and sports stars have for eternity been their never-ending topic. And such situation is fully exploited by Nike. It has formed cooperation with many first-rate and talented athletes, like Michael Jordan and Andre Agassi. The exploitation of the big stars may have a function on the awakening of the self-awareness in the young. Via this way, the youthful consumers could have a vision of the brand name in their minds.
The slogan "just do it" was firstly adopted in 1988. The renowned Advertising Age magazine even regarded as one of the five most influential advertising slogans. And then in 1998 due to the economical crisis and Michael Jordan's retire, Nike had come across its crisis as well. It had to lay off workers and cut down the marketing budget. In face of the difficulty, the Wieden Kennedy advertising agency had designed a brand new slogan for the trade name. The slogan was " I can". The brand seemed to use the slogan as a suggestion to imply that it had the ability to tackle the crisis and return to its golden cycle.
In discrete phase Nike has adopted discrete tactic. The tactic surely has enhanced the might of the trademark.
