The Impact of Sport Superstars on the Nike Brand

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The Impact of Sport Superstars on the Nike Brand

Thursday, February 18, 2010

Table of Contents

Introduction………………………………………………………………….

Purpose………………………………………………………………

Methods……………………………………………………………...

Scope ………………………………………………………………..

Blue Ribbon Sports becomes Nike…………………………………………..

The Cast Representing the Nike Brand………………………………………

Lebron James…………………………………………………………

Kobe Bryant………………………………………………………….

Tiger Woods………………………………………………………….

Michael Jordan……………………………………………………….

Future Strategy……………………………………………………………….

Works Cited………………………………………………………………….

Appendix…………………………………………………………………….

Introduction

Purpose

Various professional athletes from different sport genres have been signed by Nike each leading to a major marketing campaign and brand development. Although these marketing campaigns have greatly heightened Nike’s brand awareness all of the topics we will be investigating have had a tremendous effect on Nike’s profitability as well as their overall success. Not every athlete has led to the success Nike hoped for upon after signing major endorsement deals. Both great careers and poor decisions by these inspirational athletes have undoubtedly had great effects on athlete’s reputations, their professional careers and the brand they represented. The purpose of this report is to investigate the effects of the athletes Nike chose to endorse on its brand and if this should be continued as a model for future success.

Methods

In order to find out the effects of the athletes Nike chose to endorse on its brand we had to conduct some research from multiple sources. Sports not being a major field of study for academics there was a great difficulty in finding published academic papers. However, this does keep us from finding reliable sources. We started right at the source by dissecting every part of the Nike website and even went as far as to email them requesting information. Even though the information request was denied we still gained other value able information from major trade journals and newspapers. We relied on the most credible sources that have reputations for giving accurate information to supplement our own knowledge to achieve our goal.

Scope

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Blue Ribbon Sports becomes Nike

Before there was Nike, there was Blue Ribbon Sports. Blue Ribbon Sports started by the University of Oregon’s track and field coach Bill Bowerman and a member of his team, Phil Knight. After graduating, Phil Knight made a phone call to Onitsuka Co. in Japan. He persuaded the company, known for its Tiger running shoes, to make Blue Ribbon Sports a distributer of their shoes in the United States. After noticing a lack of quality in the Onitsuka Co. shoes they distributing they decided to come up with their own design. After some initial success and more business than only two people could handle they hired Jeff Johnson, a friend of Knights from college. Johnson proved to be an invaluable asset as he created the first print ads, product brochures and marketing materials. He also opened the first Blue Ribbon Sports retail store while at the same time establishing a mail-order system. Later, after some debate the company was remained to Nike, a name Johnson has come up with in a dream. The “Swoosh” logo for Nike was developed by Carolyn Davidson, a graphic design student, for $35.

The first goal on the Nike’s new agenda was to create an innovative running shoe that they could market. Nike achieved this by developing a different type of shoe sole for a running shoe. Nike’s new shoe debuted at the U.S. Track and Field Trials in 1972 in Eugene, Oregon. They marketed their product at the trials by endorsing one of their first athletes, Steve Prefontaine. Thanks to both their new shoe and the success of Prefontaine, Nike’s brand and sales experienced modest growth. This experience is most likely what led Nike to pursue the...
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