NIKE: How they sell more than a product?

Nike; World's largest athletic shoes and apparel manufacturer and supplier. #1 sports brand in the world. It all began with the vision of Phil Knight, a runner who believed that he could change the world of sportswear by creating high-quality athletic shoes that were designed with the needs of athletes in mind.

In the early days of Nike, Knight traveled to Japan to seek out the perfect manufacturer for his shoes. He found a small company called Onitsuka Tiger, which would later become ASICS, and convinced them to let him distribute their shoes in the United States under the name Blue Ribbon Sports.

With a small team of employees and a relentless focus on quality and innovation, Knight and his team began to develop their own line of shoes. Do you know that they initially sell their shoes at a car back?

Despite numerous setbacks and challenges along the way, Knight remained committed to his vision, and eventually, Blue Ribbon Sports became Nike, one of the most successful and iconic sports brands in the world.

What are Nike's genius marketing techniques?

1. They told their story from their brand.

One of the most powerful aspects of Nike's marketing strategy is its creative storytelling. Nike doesn't just sell products, they sell a story - As mentioned, Nike's Founder Phil Knight was an athlete, he was a runner, he had a dream and he earned a story. It's a story of pushing past your limits, striving for greatness, and never giving up. Nike's "Just Do It" slogan is a perfect example of this. It encourages people to take action and pursue their dreams, no matter how difficult or daunting the journey may be.

"Success isn’t given, it is earned. On the track, on the field, in the gym. With blood, sweat, and the occasional tear."

2. Their celebrity endorsements.

Nike has been using celebrity athlete endorsements as a key component of its marketing strategy for decades. The company's partnerships with some of the world's most famous athletes, such as Michael Jordan, Tiger Woods, and LeBron James, have helped to create a strong brand image that is associated with excellence and performance.

One of the key advantages of partnering with celebrity athletes is the credibility and authenticity that they bring to the brand. By associating themselves with successful and respected athletes, Nike is able to establish itself as a leader in sports and athletic apparel and to build trust and loyalty with its customers.

Another benefit of celebrity athlete endorsements is the opportunity to create unique and memorable marketing campaigns. Nike has created some of the most iconic and memorable advertising campaigns in history, and many of these campaigns have featured celebrity athletes. For example, the "Just Do It" campaign featuring Michael Jordan is one of the most recognized advertising slogans of all time, and helped to establish Nike as a brand that is associated with success, determination, and achievement.

The Air Jordan 1 

3. Their target audience.

But Nike's marketing strategy isn't just about catchy slogans and celebrity endorsements. It's also about understanding the needs and desires of its customers. By focusing on a niche market of athletes and sports enthusiasts, Nike has been able to design products that are tailored to their unique needs. This has allowed the company to establish a loyal customer base that is willing to pay a premium price for its products.

4. Power of social media 

Social media has also played a key role in Nike's marketing strategy. The company has a strong presence on all major social media platforms, including Instagram, Facebook, Twitter, and YouTube. Nike uses these platforms to share inspiring stories and images, promote its latest products, and engage with customers and fans.

Nike has been successful in leveraging UGC by encouraging customers to share their own stories, photos, and videos of their experiences with the brand. By featuring user-generated content on its website and social media channels, Nike is able to create a sense of community around its brand, and showcase the many ways in which its products are being used by athletes and sports enthusiasts around the world.

"Don't be the best basketball player in the world, be bigger than the basketball."

5. Product innovation

One of Nike's strengths is its ability to innovate and create products that meet the evolving needs of athletes. The company invests heavily in research and development to ensure that its products are not only high-quality but also technologically advanced. For example, Nike was one of the first companies to incorporate air cushioning technology into its shoes, which provides enhanced comfort and support for athletes. By constantly pushing the boundaries of what is possible, Nike is able to differentiate itself from competitors and maintain its position as a leader in the sports apparel industry.

"Fear less. Do more. Get outside and get after it."

6.Embracing diversity and inclusion 

In recent years, Nike has also taken a strong stance on social issues, particularly those related to diversity and inclusion. The company has launched several marketing campaigns that celebrate diversity and challenge traditional gender roles, such as the "Dream Crazier" campaign that features female athletes breaking barriers and overcoming stereotypes. By aligning itself with these values, Nike is able to connect with a younger, more socially conscious audience and establish itself as a brand that stands for more than just athletic performance.

                          

"I may be over the top on this, but I just don’t want to like my competitors. I want my people to believe that whenever he and our other competitors succeed, we will be less able to do all the things we want to do."

-NIKE-