Statement: “Bring inspiration and innovation to every athlete* in the world”
*If you have a body, you are an athlete.” https://about.nike.com/
mission statement refers to the fact that Nike’s goal is to supply everyone in
the world with the shoes, equipment, and apparel. Everyone has the potential
and is capable of becoming an athlete regardless of body type or skill level.
This expands Nike’s consumer market because Nike products can be enjoyed by
everyone, not just elite athletes.
company philosophy is to create sustainability while still growing their
company. The path to sustainability started because of labour activist
complaints about Nike’s oversea labour practices. The scrutiny that Nike
received caused them to amend their practices and “rather than monitor the use
of facial masks by overseas workers handling toxic chemicals, Nike is teaching
itself to design shoes that don’t use them” (Nike.com). While still keeping
market success in mind, Nike plans to
“double their business, with half the impact” (Nike.com). Nike has also used sustainability as an
important marketing tool against other shoe manufacturers. In Nike’s opinion “a
sustainable economy is a low-carbon growth economy” and therefore assesses
sustainability based on carbon usage (Nike.com). Along with following
sustainable practices, Nike created the Reuse-A-Shoe in the 1990s. This program
collects worn out shoes and transforms it into a material used to build
athletic and playground surfaces.
Ad analysis 1:
Keep You Alive” is a print ad designed by Anton Burmistrov. Depicted is a
pair of Air Max shoes in the shape of lungs. The advertisement is simple, being
in black and white. The choice of colour creates contrast, thus emphasizing the
lungs. The advertisement is relatable to the entire audience as everyone has
the same organs keeping them alive. The statement “They keep you
alive” is a double entendre as physical lungs keep you alive by allowing
you to breathe, but, in a way, so do the sneakers. The Air Max can be used for
various types of physical activity, activity being a main factor in living a
healthy lifestyle. Physical activity keeps people healthy and, therefore,
living. The viewer’s eye is dragged to the middle of the page where the tagline
is placed. The tagline is the sole text on the page (apart from the brand name)
causing those words to resonate with the reader. The advertisement evokes the
importance of taking care of your body. It reminds people of the harsh reality
that their choices have impacts on their physical health. Smoking, a way of
relieving stress, destroys the individual’s lungs, the organs working to keep
them alive. Running could be used to relieve stress as an alternative to
smoking; it being an activity that positively contributes to the functioning of
Ad analysis 2:
ad, narrated by a Turkish woman, describes the stereotypical expectations of
women and their behaviour. Clips are shown validating the statements, however
are followed by clips contradicting the narrations creating juxtaposed visuals.
The contradicting videos are meant to rectify the demeaning statements, thus
empowering females by showing the they are more than just a stereotype.
Throughout the video, Beyoncé’s “Run
the World (Girls)” is playing in the background, asserting female
empowerment. The ad was created to
inspire girls and women to believe in more; believe that they are capable of
achieving their goals, believe that they are strong and worthy. The speaker’s
tone is sarcastic as she is mocking the socially restraining stereotypes.
Rather than promoting an individual product, Nike is promoting its support for
equality. The audience may deem Nike trustworthy because of their advocacy for
surpassing societal impediments. By using professional athletes and known
actors, Nike also appears to be credible. The video shows, strong fearless
women all wearing Nike clothing. The viewer wanting to be as fearless as the
women in the ad might be inclined to buy Nike clothing as well. Nike’s ad
creates a positive atmosphere, establishing a supportive community whose focus
is to obtain their own liberty.
Ad analysis 3:
Jordan and Spike Lee star in Nike’s Air Jordan commercial. Mars Blackmon, a
fictional basketball- loving character, seeks out to find what makes MJ the
greatest basketball player. He continually pesters him, saying it must be the
shoes that make him so great despite being given the answer no several times.
The continual mentioning of the shoes brings attention to them, thus the
intention of the advertisement. This advertisement is meant to appeal to young
to middle aged males, predominantly those who enjoy basketball. The target
audience would know who Michael Jordan is and would be aware of the shoes that
he wore on the court, likely wanting the same ones. Comedy is used throughout
the video as a pathos appeal. The audience may be more likely to enjoy the
advertisement because it is funny; the positive association to the brand
influencing them to buy Nike’s products. As a highly successful basketball
player, Michael Jordan is seen as credible figure for his expertise in the
sport. People also trust the quality of the product because of his use of Air
Jordans in the NBA.
Nike’s slogan “Just Do It”
was coined in 1988 after it was pitched in a meeting by advertising executive
Dan Wieden. He wanted a tag line that could be relatable to all people, from
people just starting to work out to professional athletes. Wieden was inspired
by Gary Gilmore, a convicted murderer’s last words, “Let’s do
it.” In the 1980s, Nike was
struggling against its main competitor, Reebok. After failing to capture the
aerobics market, sales dropped $200 million and Nike was forced to lay off 230
people, according to Phil Knight. With the implementation of the “Just Do
It” campaign, Nike was able to increase its share of the domestic
sport-shoe business from 18 percent to 43 percent, from $877 million in
worldwide sales to $9.2 billion, in the ten years between 1988 and 1998. The
campaign expanded Nike’s consumer audience, attracting women, teenagers and
middle-aged individuals to buy their products. The slogan was successful
because of it simplicity, making it open to interpretation. It allowed
individuals to relate to the slogan personally, giving them a sense of aspiration.
While the tagline is now 25 years old, it is still used today and continues to
logo was created by Carolyn Davidson, a graphic design student at Portland
State University. She met Phil Knight, the founder of Blue Ribbon Sports ( now
Nike ), in 1969. At the time he was an assistant professor at PSU. Knight had
wanted to create his own brand of athletic shoes, and asked Davis to create an
image that could go on the side of a shoe.
The Nike Swoosh was
one of the designs that Davidson presented, and though Phil Knight did not
initially love it, he stated it would eventually “grow on
him”(businessinsider.com). The check mark shape is fluid and indicates
movement and speed. The image also resembles a wing and hinted that the brand
Nike was named after the Greek goddess of victory.
The swoosh symbolizes
the active lifestyle message that the brand affiliates with their products.
After the company was renamed Nike, the 1971 logo had the word “Nike” written on the swoosh. By 1978, the word
“Nike” in a became slightly slanted and written in all-caps above the sign.
Later the logo was surrounded by a box, however this version of the logo was
short-lived. In 1995, the company debranded as the swoosh had become widely
recognized. Therefore, the text disappeared giving the Nike logo a more
of June 2017, Nike has decided to cut 2% of its employees, losing roughly 1400
jobs in the company revamp. This is being done in order to speed up product
development, while cutting the time needed to get products on the shelves. For
this to occur, Nike plans to reduce the variety of products that it sells by 25
per cent. Nike has been challenged with increasing pressure from rival
companies such as Adidas and Under Armour; therefore, such changes are needed.
The layoffs are just the first steps in Nike’s revamp of their business
structure. A partnership with Amazon.com is also being piloted. The company has
also emphasized that it will focus on 12 cities where it expects to generate
most of its growth, these cities being: New York, London, Shanghai, Beijing,
Los Angeles, Tokyo, Paris, Berlin, Mexico City, Barcelona, Seoul, and Milan.
Scandals and lawsuits:
the 1970s, Nike has been subject to allegations regarding illegal labour
practices. In 1997, the New York Times published an article declaring that an
inspection report prepared for the company’s internal use recorded that factory
workers were “exposed to carcinogens that exceeded local legal standards
by 177 times in parts of the plant and that 77 percent of the employees
suffered from respiratory problems” (nytimes.com). The report also stated that workers were
forced to work 65 hours a week but were only paid $10. Nike Inc. eventually
paid $1.5 million to settle about lying about their reliance on sweatshops.
Since the incident, Nike has been working amending their past practices by
increasing wages and no longer hiring underage employees. As of 2005, the
company continues to post its commitments and standards as part of its
corporate social responsibility reports.
world headquarters are surrounded by the city of Beaverton and are within
unincorporated Washington County. The city attempted to forcibly annex Nike’s
headquarters. The attempted annexation led to a lawsuit by Nike and lobbying by
the company that ultimately ended in Oregon Senate Bill 887 of 2005.
manufactures and sells a variety of different products including athletic
footwear and apparel, athletic and recreational products and sports equipment.
Nike also owns Jordan, Converse and Hurley.