Evaluation of Nikes marcomms
Marketing Communications Assignment
Critical Evaluation of NIKE.inc 's Marketing Communications.
Introduction
In 1964 Blue Ribbon Sports was founded by Bill Bowerman and Phil Knight when two track runners came together to seek a way to gain a competitive advantage over their competitors, the main way in which they wanted to do this was through the innovation of running shoes. This began by Knight becoming a distributer for Tiger shoes, an Onitsuka shoe, and joining with Bowerman in designing the shoes to be lighter and better. The two ordered 300 pairs of running shoes and sold them out of the back of Knight 's car. This was the foundation of what would eventually become NIKE.inc. Jeff Johnson joined the company to become its first full time member of staff and created the first brochures, print ads and marketing materials. He opened the first retail store in Santa Monica, California and though up the name "NIKE" in 1971. It was around this time that Blue Ribbon Sports and Onitsuka parted ways and Bowerman and Knight set up their own brand which we know as Nike today. Nike created one of the most recognisable symbols in the world today with the Nike "Swoosh". It can be seen on all their advertising campaigns and more importantly all over the clothes of the sportsmen and women endorsing the Nike brand. The first man Nike endorsed was a track runner name Steve Prefontaine. He also became the first advocate for the brand. Nike created a lighter and superior runner to that of its competitors and Prefonaine would send these to other prospective athletes. He became the ambassador for the brand and is described by Knight as the "Soul of the Brand". Nike has built on this over the years to become one of the most successful companies in the world with revenues of 6.5 billion in 2012. (NIKE, 2012).
Current Sponsorship Strategy
Nike promotes nearly all of its products with the use of sponsorship deals with athletes. Nike would be
Critical Evaluation of NIKE.inc 's Marketing Communications.
Introduction
In 1964 Blue Ribbon Sports was founded by Bill Bowerman and Phil Knight when two track runners came together to seek a way to gain a competitive advantage over their competitors, the main way in which they wanted to do this was through the innovation of running shoes. This began by Knight becoming a distributer for Tiger shoes, an Onitsuka shoe, and joining with Bowerman in designing the shoes to be lighter and better. The two ordered 300 pairs of running shoes and sold them out of the back of Knight 's car. This was the foundation of what would eventually become NIKE.inc. Jeff Johnson joined the company to become its first full time member of staff and created the first brochures, print ads and marketing materials. He opened the first retail store in Santa Monica, California and though up the name "NIKE" in 1971. It was around this time that Blue Ribbon Sports and Onitsuka parted ways and Bowerman and Knight set up their own brand which we know as Nike today. Nike created one of the most recognisable symbols in the world today with the Nike "Swoosh". It can be seen on all their advertising campaigns and more importantly all over the clothes of the sportsmen and women endorsing the Nike brand. The first man Nike endorsed was a track runner name Steve Prefontaine. He also became the first advocate for the brand. Nike created a lighter and superior runner to that of its competitors and Prefonaine would send these to other prospective athletes. He became the ambassador for the brand and is described by Knight as the "Soul of the Brand". Nike has built on this over the years to become one of the most successful companies in the world with revenues of 6.5 billion in 2012. (NIKE, 2012).
Current Sponsorship Strategy
Nike promotes nearly all of its products with the use of sponsorship deals with athletes. Nike would be
Bibliography: NIKE, i. (2012). Nike,Inc. Reports Fiscal 2012 Fourth Quarter and Full Year Results. Retrieved Demember 7, 2012, from Nike.com: http://nikeinc.com/earnings/news/nike-inc-reports-fiscal-2012-fourth-quarter-and-full-year-results Berger, Brian., "Nike Golf Extends Contract with Tiger Woods", Sports business radio, December 11, 2006. Retrieved September 14, 2007.