Nike is the world's leading supplier of sports equipment and apparel in the United States. As of 2008, Nike employed over 30,000 people world-wide. The company was founded in 1962 as Blue Ribbon Sports by Bill Bowerman and Philip Knight, and the company officially became Nike, Inc. in 1978. The company takes its name from Nike, the Greek goddess of victory. Nike markets its products under its own brand as well as Nike Golf, Nike Pro, Nike +, Air Jordan, Nike Skateboarding Team Starter, and also Cole Haan, Hurley International, Umbro, and Converse. In addition to manufacturing sportswear and equipment, the company runs retail stores under the "Niketown" name. Nike sponsors many talented and successful athletes, and sports teams around the world. It's recognized trademarks of the popular "Just do it" phrase and the well known "Swoosh" logo can be found anywhere, and everywhere in stores. Nike's headquarters are near Beaverton, Oregon, and the United States, serving worldwide.Nike's first products were track running shoes. The company currently makes shoes, jerseys, shorts, etc. for a wide range of sports including football, basketball, track and field, combat sports, tennis, golf, cross training, skateboarding, cycling, volleyball, wrestling, cheer leading, aquatic activities, auto racing, baseball, ice hockey, lacrosse, and cricket. The most recent additions to their line are the Nike 6.0 and Nike SB shoes, designed for skateboarders. Nike has recently introduced cricket shoes, called Air Zoom Yorker, designed to be thirty percent lighter than their competitors'. In 2008, Nike introduced the Air Jordan XX3, a high performance basketball shoe designed with the conservation of the environment in mind. Nike's product audience is aimed to appeal a youthful, materialistic crowd, positioned as a top performance brand. However, Nike also engineers shoes and apparel at a reasonable, discounted price at stores such as Wal-Mart under the starter brand. Nike is well known by the youth culture, hip hop culture, and urban fashion clothing.
"Nike"... when people think of this brand, the swoosh logo and "just do it" phrase comes to mind. Nike's thrilling commercials, and illustrative ad's, catches the viewer's attention, and supports the company's belief of pushing oneself to the limit, working hard to accomplish victory in sports. The thrilling and intense music, and clips of hardworking athletes in their commercials, encourages the viewer to try hard, and not give up when attempting to achieve victory and success while competing in sports. This technique is what motivates the audience in their ads, and commercials on TV.
The Nike brand stands for strength and endurance, what it takes to win and succeed in sports. For this reason, black and white are Nike's trademark colors. The colors are bold and exact opposites of one another, with the white swoosh symbol automatically popping out to the buyer against the black background, and catching their attention. This color contrast looks bold, and makes the buyer feel powerful. Therefore the buyer wants to wear the logo to feel in charge, which is a key component of having confidence when competing in sports. A Nike buyer is one who likes and wants the comfort and support provided by the shoes and sports wear, and will spend money on this brand for its reliance and strong built or composition in it's design.
1 comment:
you have done a very good job however a) we've already studied nike through the aaker example. and b) you were supposed to use aaker's framework for analyzing the brand identity.
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