Advertising and Nike Brand

Topics: Advertising, Advertising campaign, Promotion and marketing communications Pages: 12 (3759 words) Published: May 6, 2013
Regan Gaenzle & Nate Henderson|
Gaenzle, Regan E|

Appendix: Page #
* Existing ads2
* History
* Current Marketplace Performance
* Competitors
* Current Advertising Strategy/Analysis
* New Advertising Strategy
* Copy Platform
* Creative Brief
* Consumer Profile
* New Advertisement (2)
* New Radio Advertisement (2)
* New Television Advertisement (2)
* Free Choice (2)
* Advertisement Campaign Summary
* Work cited

Our client is NIKE+FuelBand. NIKE, Inc. is the world’s leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment, and accessories for a wide variety of sports and fitness activities. From athletes of all levels of fitness to the everyday walker, now have a way to measure progress toward their goals. NIKE+FuelBand, an innovative wristband that tracks movement throughout the day, designed to motivate and inspire users to be more active.

NIKE, Inc. was founded in 1962, by Bill Bowerman and Phil Knight. They started Blue Ribbon Sports, which sold athletic running shoes. It wasn’t until 1972, when they decided to call their upcoming company “Nike”, which was named after the winged Greek goddess of victory. The “Swoosh” which is a global known logo was designed in 1971, by Carolyn Davidson for only $35.00. Nike struggled in the beginning with consumers complaining about how Nike was not made in the United States. This didn’t stop Nike from handling their business. In 1985, Nike had a major turning point when the world’s greatest basketball player, Michael Jordan came to join the company. The “Air Jordan” shoe along with apparel changed the game for Nike.

The President & CEO Mark Parker of NIKE, Inc. revealed NIKE+FuelBand January 19, 2012, at an event in New York City attended by seven-time Tour de France champion Lance Armstrong, all-star Kevin Durrant, and 2011 IAAF women’s 100-meter World Champion Carmelita Jeter. The high tech wrist band is designed to be worn throughout the day, using accelerometer to provide feedback about different activities through movement of the wrist via a LED dot matrix display. Unlike calorie counters, which differ based on one’s gender and body type, NIKE+ FuelBand has four metrics available: time, calories, steps and NikeFuel.

The user sets a specific daily goal of how active they want to be and how much NikeFuel they want to accomplish. A series of 20 LED lights that go from red-to-green as the user gets closer to their specific goal. What makes this high tech wrist band stand out from the rest, is a built-in USB that syncs with the Nike+ website or wirelessly through Bluetooth to a free IPhone app. This app records everyday activity and tracks one’s progress on a day-to-day basis. The app not only tracks your own daily activity but also shares others progress to help encourage and motivate others to live a happy healthy life. “The NIKE+ FuelBand is a way for Nike to further evolve the exciting possibilities of merging the physical and digital worlds,” said Parker. “Nike has always been about inspiring athletes, and the NIKE+ FuelBand will help motivate them in a simple, fun and intuitive way.” Current Marketplace Performance

Nike is by far one of the largest athletic equipment, accessory, and clothing companies in the world. Nikes products range from clothing and shoes, to nifty gadgets, such as our Nike+FuelBand and Nike+ shoe insert. At the end of the 2012 year, Nike had recorded net revenues of $24.1 billion, up 16 percent. Also, within this year, Nike recorded the largest revenue quarter in the company’s history, $6.5 billion. This was largely in part of Nike’s growing diversity in its products. Mark Parker, President and CEO of Nike, Inc, says “Fiscal year 2012 demonstrated Nike, Inc.s greatest strength – innovation. We delivered an amazing number of game-changing products and services that...
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