Topics: Advertising, Nike, Inc., Marketing Pages: 8 (2881 words) Published: May 13, 2013
“Vision without action is only dreaming, action without vision is only passing time, but vision with action can change the world.”  - Nelson Mandela .To reach the bottom and be successful , any company need to have their own special vision and then putting it into actions, that is what Nike did with their famous slogan "Just do it" I would like to talk about Nike's company and mainly its famous marketing campaign "JUST DO IT". I will start with a brief overview of the company. Nike is a well known international company specialized in sportswear and sports equipments based in America headquartered near Beaverton, Oregon" Nike and Precision Cast parts are the only Fortune 500 companies headquartered in the state of Oregon ,according to The Oregonian.". It is considered one of the leading companies worldwide for athletic shoes "It is the world's leading supplier of athletic shoes and apparel and a major manufacturer of sports equipment with revenue in excess of $18.6 billion USD in its fiscal year 2008(ending May 31, 2008). As of 2008, it employed more than 30,000 people worldwide". Nike is a popular company targeted not only for young but for all ages. From its swooshed logo and slogan Nike is highly recognized among all people. How the advertising campaign of Nike came up ? In august 1988, in a meeting when with Nike's ad agency wieden and kennedy with the employees they said " you nike guys , you just do it " and here where the future of Nike 's corporation has changed till now According to Nike company lore, one of the most famous and easily recognized slogans in advertising history was coined at a 1988 meeting of Nike’s ad agency Wieden and Kennedy and a group of Nike employees. Dan Weiden, speaking admiringly of Nike’s can-do attitude, reportedly said, “You Nike guys, you just do it.” The rest, as they say, is(advertising) history(center for applied research).The campaign message is to get everyone lose weight immediately by making sport or running. What they mean is that you don't have to think twice just do it and most of all don't be lazy. The audience are mainly people who love fitness and can do it .So the young generation has a big part of the campaign. The campaign could achieve its mission because of great timing, in the mid 80s American were buying exercise equipment. They showed customers how to go into a new sport lifestyle by buying those pairs of shoes. Anyone in the world love to imitate their favorite celebrities, that’s what helped Nike to succeed. Now what was the strategy of this campaign? What are their promotional tools used? The "Just Do it" has huge impact, quickly people reported to Nike that the campaign had made them do things they never thought possible" like leave an abusive spouse or overcome some other life-changing obstacle"( Bussey, N. (2008)). The Center for Applied Research (CAR) says that Nike's "Just do it" slogans is probably "one of the most inspirational brand statements of all time." The strategy aimed to give people self believe and self confidence in them by wearing the brand that encourages you to stay fit and Nike used celebrities to persuade people who loves those them to wear the brand " Nike is set to launch a global TV ad campaign celebrating the 20lh anniversary of its 'Just do it' slogan ahead of this summer's Beijing Olympics. The 60-second ad entitled 'Courage", will feature athletes Nike has sponsored over the years. These include basketball legend Michael Jordan, lohn McEnroe, and Lon temporary stars such as South African sprinter and double-amputee Oscar Pistorius, who hoped to compete at this summer's Olympics. In total, 31 athletes appearing the ad, which was created by Wieden & Kenned"( Nike marks 20th 'Just do it' year. (2008)).In addition, Nike started by making "just do it" school bags, shirts, jumpers as fashion and as for athlete to give them confidence and encourage them to "Just do It" The degree of the slogan's efficiency is that without even...
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