Nike Writes the Future Case Study
NAME: SENURA SENEVIRATNE
ID: 4230485
CASE STUDY: Nike writes the future for soccer
Nike is one of the renowned sports brands in the world. In 2010, Nike introduced their “Nike writes the future” commercial campaign. This was aired for the Soccer world cup 2010. Even though Adidas was the sole sponsor for this event, Nike introduced this 3-minute advertisement as a rival company. Nike soccer build their brand not only through their advertisements but also with public relations, sponsorships and innovations. Nike engaged young consumers via internet and on the field. In addition, Nike has achieved its market through sponsorships to use their products and promote and advertise their technology and design. Moreover, Nike has kept their customers engaged through introducing devices such as Nike fuel band, Nike sports watch, Nike running app etc.
How is Nike Soccer creating excitement for its brand through advertising?
Kotler defines excitement as “Customer engagement through experiential and emotional involvement with sellers”. When it comes to marketing its vital to have the customer engaged with sellers through excitement. In order to achieve customer involvement Nike Soccer introduced “Nike writes the future” commercial campaign in 2010. Nike sponsored soccer players starred in these advertisements, such as Cristiano Ronaldo, Fabio Cannavaro, Franck Ribery and Wayne Rooney.
This ad campaign contrasted between results of Rooney’s failures and successes. Rooney’s failures could result in stock market crash or life spent without having any money. His successes could result in babies named after him or knighthood etc.
In addition, to the aforementioned advertisement Nike had other engaging ads as well. “The Mission”, “Airport scene”. By using celebrity footballers such as, Cristiano Ronaldo, Wayne Rooney, Nike captured the attention of fans of these players, and this video went viral on the internet. Nike used social media as another source to publicize these
ID: 4230485
CASE STUDY: Nike writes the future for soccer
Nike is one of the renowned sports brands in the world. In 2010, Nike introduced their “Nike writes the future” commercial campaign. This was aired for the Soccer world cup 2010. Even though Adidas was the sole sponsor for this event, Nike introduced this 3-minute advertisement as a rival company. Nike soccer build their brand not only through their advertisements but also with public relations, sponsorships and innovations. Nike engaged young consumers via internet and on the field. In addition, Nike has achieved its market through sponsorships to use their products and promote and advertise their technology and design. Moreover, Nike has kept their customers engaged through introducing devices such as Nike fuel band, Nike sports watch, Nike running app etc.
How is Nike Soccer creating excitement for its brand through advertising?
Kotler defines excitement as “Customer engagement through experiential and emotional involvement with sellers”. When it comes to marketing its vital to have the customer engaged with sellers through excitement. In order to achieve customer involvement Nike Soccer introduced “Nike writes the future” commercial campaign in 2010. Nike sponsored soccer players starred in these advertisements, such as Cristiano Ronaldo, Fabio Cannavaro, Franck Ribery and Wayne Rooney.
This ad campaign contrasted between results of Rooney’s failures and successes. Rooney’s failures could result in stock market crash or life spent without having any money. His successes could result in babies named after him or knighthood etc.
In addition, to the aforementioned advertisement Nike had other engaging ads as well. “The Mission”, “Airport scene”. By using celebrity footballers such as, Cristiano Ronaldo, Wayne Rooney, Nike captured the attention of fans of these players, and this video went viral on the internet. Nike used social media as another source to publicize these