Why Is Nike the Biggest Training Shoe Company in the World

Topics: Nike, Inc., Athletic shoe, Swoosh Pages: 4 (1213 words) Published: January 4, 2007
Athletic shoes have become a basic part just about everyone's wardrobes. This is due to both the increasing numbers of people exercising and the trend towards casual apparel. One of the most popular brands in the world is Nike. Competition is strong at all levels within the industry, especially among the leaders. However, Nike has successfully differentiated from these competitors. This essay will concentrate on what makes Nike shoes standing out from the rest. Starting from making running shoes, Nike had branched out rapidly into an assortment of other sports as well as leisure markets. The firm appealed to the market on the basis of quality, technical innovation, and high performance, all of which attracted the serious athletes. This acceptance by the experts was the lever to open up the mass markets. The product diffused into the channels starting with the high performance specialists and spreading into the mass outlets on the basis of this expert endorsement. This strategy has played an important part in ensuring Nike's leading position. Because, by associating star athletes and motivational slogans like, "Just Do It", with marketing campaigns that emphasize fitness, competition, and sportsmanship, consumers identify their purchases with the prospect of achieving greatness.

‘Advertisement campaigns are central to trainer companies' marketing strategies' (Sturges, 2006, p.33). Most of Nike's customers buy their products because of the image that Nike gives, and this image is consistent globally. Nike name and the trademark Swoosh are considered to represent one of the most recognizable brands in the world. They have appeared everywhere from players' shirts, pants, and hats to stadium banners and walls. Nike runs advertisements in the most popular forms of media: television, newspaper, magazines and radio. Advertising is used to promote the sale of products. But what differs Nike from its rivals is that the company is highly motivated about selling sports...
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