Knight's Celebrity Athlete
. Knight has an absolutely clear and committed strategy to celebrity athlete endorsement. He describes it as one part of the "three-legged stool" which lies behind Nike's phenomenal growth since the early 1980s, with the other two being product design and advertising.
"Part of our success is that we know who we are," says Knight. "We defined ourselves. It is our job to provide inspiration and aspiration for everyone interested in sports in the world. We believe that everyone who has a body is an athlete."
During a 21-year partnership with W&K, Nike has created some of the world's most attention-grabbing advertising: Nike "good v evil" and the recent $3m Terry Gilliam-directed epic in cages on a ship, both for World Cups; "tag", last
"Part of our success is that we know who we are," says Knight. "We defined ourselves. It is our job to provide inspiration and aspiration for everyone interested in sports in the world. We believe that everyone who has a body is an athlete."
During a 21-year partnership with W&K, Nike has created some of the world's most attention-grabbing advertising: Nike "good v evil" and the recent $3m Terry Gilliam-directed epic in cages on a ship, both for World Cups; "tag", last