Nike

Alex, Cameron, Claudia,

Marcelus, Morgan and Will

Table of Contents

Page 03

Brand Overview

Four P's of Marketing ​Communication

The Consumer

Dynamic

Competitive Positioning

& Messaging

Technology Trends ​Cultural Trends

SWOT Analysis

Research Background ​Methodology & Location

Conclusion

Page 03

Brand Overview

Founded in 1964 by University of Oregon Track & ​Field Athlete Phillip Knight and his coach, Bill ​Bowermanin

Originally under the name "Blue Ribbon Sports," the ​brand's name was changed to "Nike" in 1971

Top brand in the footwear market for decades

Over 77,000 employees

Partnerships with Lebron James, Serena Williams, ​Rafael Nadal, and Alex Morgan

Nike's motto is "Just Do It."

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Product

Price

Nike products are innovative and have a sleek design for ​maximum performance. Nike has a variety of products, ​from casual to sport-specific footwear.

In 2021, the average price of a pair of Nike shoes was ​$110.15. Often Limited Releases affect shoe prices in the ​resale market.

Promotion

Nike has stores globally in more than 150 countries.Nike partners with high-profile athletes and celebrities for

Distribution varies from brick-and-mortar to third partyhigh-value brand deals. Nike prides itself on using

vendors. (including e-commerce)promotion strategies and creative advertising through

social media campaigns, out-of-home advertising, and

memorable commercials.

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Communication

Nike has successfully used digital ​marketing and social media to connect ​with younger audiences. They use social ​media campaigns, interactive online ​experiences, and influencer ​collaborations for personalized and ​engaging communication.

Nike's advertising campaigns prioritize

diversity and inclusivity, celebrating the

uniqueness of individuals worldwide.

This resonates with consumers who

value these principles.

Nike's branding strategy is ​consistently inspiring and innovative ​for athletes worldwide. Their iconic ​tagline "Just Do It" has become a ​symbol of motivation and ​determination.

Nike's ads showcase athletes and ​ordinary people to motivate viewers to ​chase their athletic dreams with ​authentic messaging.

Overview

The target audience are 25-36-year-old ​males and females that have middle to high ​income. The individuals value quality and ​brand reputation. They are millennials willing ​to try new products. Frequent users of social ​media, with Instagram and Facebook as the ​most popular.

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According to Statista, The global Footwear ​industry is worth $1.5 trillion. The ​competitiveness of the market has caused ​controversy around the resale market. ​Counterfeit products bearing the Nike brand ​name are sold in the market at lower prices. ​This can negatively impact Nike's brand image, ​customer trust, and sales, as consumers may ​unknowingly purchase fake Nike products.

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Technology

Trends

In their footwear, Nike uses advanced technologies ​like Flyknit yarn, Flywire, and cushioning technologies. ​Flyknit creates formitting shoe uppers, while Flywire ​provides light support & stability.

Nike+Run Club app provides training tips, a

running community, and route tracking for free on ​iPhones. In 2021, Nike entered the metaverse space ​with "NikeLand" on Roblox, attracting 26 million ​visitors and increasing brand awareness among ​younger users.

"Dream Crazy"

Colin Kaepernick narrates a commercial encouraging viewers to follow ​their dreams despite adversity, using the tagline "Believe in something. ​Even if it means sacrificing everything."

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"Be True"

Every year, Nike runs the "Be True" campaign in celebration of LGBTQ+ Pride Month, ​which includes various products such as sneakers and clothing with rainbow- ​colored accents. In addition, Nike donates a portion of the profits from the campaign ​to organizations supporting the LGBTQ+ community.

"Dream Crazier"

Their "Dream Crazier" campaign, which premiered during the 2019 Academy ​Awards, honors women who have triumphed over obstacles and ​accomplished great things in sports.

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SWOT Analysis

Worldwide reach & brand ​awareness

Variety of footwear products, ​including brand subdivisions ​Innovative shoewear technology ​Low-cost manufacturing

High profile partnerships

Numerous outside retailers ​Perception on quality

Expensive + not accessible for all ​income brackets

Poor working conditions

Advancements in footwear ​technology

Using recycled products as ​material

Expanding Digital Presence ​Increased durability with new ​materials and technology

Competing footwear brands

Nike product counterfeit (knock-

offs)

Societal trends increasing dress

shoe popularity

Uneasy relationship with retailers

Luxury brand perception

We conducted a research process to gather information about how ​consumers aged between 25-36 perceive Nike footwear. We used different ​research methods and gathered a broad range of opinions to gain a better ​understanding of the footwear industry. The research findings will help ​identify common issues that consumers have with Nike footwear, which will ​be used to create a new, innovative and effective Nike footwear campaign. ​This research process involved one-on-one interviews, both in-person and ​online via Zoom, and a Focus Group that included projective techniques. Its ​outcomes have directed us towards a creative and problem-solving ​approach.

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One-on-One Interview

We conducted personal interviews with 25 to 36-year-olds to understand their footwear shopping ​tendencies and opinions. One-on-one interviews yield honest answers and no bias from other ​participants. We conducted the interviews inside the participants' homes to ensure comfort and honesty. ​The interviews were held in person and online via Zoom during the week of March 7th.

Focus Group

We conducted a focus group of 25-36-year-olds to learn about their perceptions of Nike shoes, with a ​focus on quality. The group met on April 21st at Louisiana State University and answered questions about ​demographics, personality, shopping style, and opinions on the brand. We used projective techniques of ​word association and completion.

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TWELVE MALES / TEN FEMALES

THIRTEEN PREFER QUALITY OVER AESTHETIC OUT OF TWENTY-TWO

Interview: 14 people = 8 female + 6 male, 5 in-person + 9 via Zoom ​Focus Group: 8 people = 6 male + 2 female

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LOWELL, MA ​4.8%

BOCA RATON, FL ​4.8%

BATON ROUGE, LA ​33.3%

METAIRIE, LA ​9.5%

PRAIRIEVILLE, LA ​9.5%

ATLANTA, GA

4.8%

TYNGSBORO, MA

4.8%

MANDEVILLE, LA

4.8%

NEW ORLEANS, LA

4.8%

DENHAM SPRINGS, LA ​14.3%

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Key Findings

THEME ONE: DURABILITY

THEME TWO: COMFORTABILITY ​THEME THREE: PRICE

THEME FOUR: STYLE

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THEME ONE: DURABILITY

Interview:

Focus Group:

During one-on-one interviews, the topic of ​Nike shoes' durability was discussed. ​Participants expressed their opinion that Nike ​shoes do not last as long as other brands like ​Adidas, New Balance, and Reebok.

A 27-year-old male shared in an interview ​that he admires Nike's style, but his shoes

tend to tear at the sole frequently. Despite this ​issue, he still purchases Nike shoes, but he is ​cautious about buying new releases due to

his past experience with their durability.

A man, aged 32 and a father of two, expressed ​his opinion that Nike tennis shoes are suitable ​for office wear, but he prefers On Cloud tennis ​shoes for running and exercising. He believes ​that Nike shoes prioritize style over durability, ​whereas On Clouds enhances his workout ​experience. In the same theme, a 25-year-old ​individual mentioned that they wear Yeezy ​Boosts to attend classes as they find them the ​most comfortable option for extended periods.

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THEME TWO: ​COMFORTABILITY

Focus Group:

Interview:

We asked participants about their experience ​with Nike shoes and found mixed feedback

on comfort. Respondents compared Nike ​shoes to luxury car brands and noted a ​shared sense of comfort and brand loyalty. ​One participant preferred trendy sneakers for ​work, while another noted discomfort for ​wider feet.

A young woman of 26 years of age expressed

that Nike shoes lack support. She works as a ​speech-language pathologist for children, which ​requires her to be on her feet and actively

engage in play with them to teach proper ​pronunciation and emotional expression. Hence, ​she opts for running shoes or New Balance, which ​provide her with all-day comfort.

Similarly, a young man aged 27 stated that his On ​Cloud running shoes are the most comfortable ​footwear he owns.

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THEME THREE: PRICE

Focus Group:

We surveyed a focus group on their perception ​of Nike footwear. Participants had varying ​opinions, using words like "bold," "customizable," ​and "expensive."

Some found Nike shoes stylish but not suitable ​for sports, while loyal fans were willing to invest ​in limited editions.

Interview:

Price emerged as a key theme throughout ​the research, generating various opinions. ​For example, one participant shared their ​willingness to spend $250 on comfortable ​and long-lasting shoes, while another was ​content with spending only $80.

Interestingly, some participants admitted to ​purchasing Nike shoes solely for their ​aesthetic value, even at a higher price point.

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THEME FOUR: STYLE

Focus Group:

Our focus group showed that many like Nike ​shoes based on their style and look. Many ​noted that Nike leather sneakers were ​perfect for casual, leisure situations. In the ​late 2010s, many Nike shoes like the Jordan

1, Nike SB, and Air Force 1s became fashion ​statements. A participant, stated, “Nothing ​can beat a white tee, blue jeans, and some ​G Nikes,” with G Nikes referring to Air Force

1s. Many questions were asked based on the ​style of our focus group. Questions included, ​“Do you follow trends in footwear,” “Do I ​value aesthetics when it comes to my ​personal style?”

Interview:

In one-on-one interviews, many participants ​shared that their favorite pair of shoes were from ​Nike. This was important to include in the key ​findings because it proves that some members of ​millennials are loyal to the brand. For example, a ​26-year-old male from Metairie, LA, said his ​favorite pair of shoes are the “Mens Nike Killshot 2 ​Sneakers.” These sneakers feature a retro style; he ​enjoys them because he gets compliments and ​thinks they are quite comfortable. In addition, this ​participant primarily wears dress shoes and boots ​in his day-to-day life, so wearing his Nike Killshots ​is a good chance for him on weekends.

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Creative Brief

Objective:

Increase consumer perceptions regarding the ​quality of Nike’s footwear. Educate consumers on ​the technology behind Nike footwear.

Target Audience and Demographics:

Working professionals or recent school graduates

aged 25-36 who have middle-to-high income

levels and often purchase shoes or go shopping.

Target Audience Psychographics:

This audience knows shoe prices, Nike's history,

and values durability. They're willing to spend on ​innovation and comfort.

Current Thought:

Nike is a well-known brand loved by people of all

ages. They offer a wide range of shoes, from running

shoes to everyday wear. Although popular, there are

other brands that make better shoes and are easier

to find.

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Creative Brief

Desired Thought :Single Most Important Thought:

Nike shoes are top quality with high-tech technology,Nike's quality is made to last.

making them comfortable, durable, and affordable for

all consumers.

Rationale: Tone:

Nike advertisements for this campaign should use

a tone that is informative and sophisticated while

also being bold and enlightening.

Nike Footwear is a world-known, durable brand that is targeted ​to millennials who are well-educated and have an activating ​shopping style. This was found in various exercises during a ​structured focus group and one-on-one individuals in which ​people found that Nike shoes are loveable, but there is not a lot ​of community-knowledge behind the top-market technology ​in the shoe. This information was found in word-association ​exercises, perception based questions, and brand- ​personification discussion.

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Recommendations

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We created an ad that communicates Nike’s innovative ​technology. In the ad we presented Nike’s shoe ​technology, as well as an explanation of what the ​technology provides for the foot. Along with the ad is

an interactive QR code that the audience can scan ​where they are redirected to a 3D model of the shoe. ​You are able to rotate the image 360 degrees and can ​click on certain sections of the shoe where an in depth ​analysis of the materials, technology, and benefits ​appear. This not only will resonate with our consumers ​because of its interactive capability, but it will further ​inform Nike consumers of the top-level product they

are looking to purchase.

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During research, we found our target consumers ​used Facebook and Instagram the most out of all ​social media. To utilize this, we will buy a series of ​Instagram and Facebook ads. These ads will carry ​on with our theme of Nike’s durability. Our idea is

to shoot photos of consumers using our Nike ​products in inspirational ways. We will add a ​tagline to explain the longevity of Nike’s footwear. ​Here is a list of taglines we will use:

"Built to Outlast, Made to Endure.”

"Stronger with Every Step. Nike Shoes, Built to Last." ​"Durable by Design. Nike Shoes for the Long Run." ​"Tough Enough for Any Challenge. Nike Shoes, Built ​to Survive."

"Conquer Every Mile. Nike Shoes, Engineered for ​Endurance."

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For our last advertisement idea, we ​mocked up a potential billboard. To further ​communicate the durability of Nike’s

shoes, we created the tagline “Stronger ​with every step. Nike shoes, built to last.” ​We chose an image of Nike’s shoes on an ​athlete to show that Nike’s brands are ​intended for any athlete.

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