The core value of NIKE is the sports spirit of human beings engaging in sports to challenge themselves.
Nike's early advertising works mainly focused on promoting the technical advantages of the product, because at that time the brand was positioned in the official competitive sports player market. Of course, some casual runners and people who do physical exercises also buy Nike shoes, not only because they are comfortable to wear, but also because Nike promotes: Whoever owns Nike knows sports! This has a certain impact on consumers.
However, Nike advertising during this period cannot be called communication in the true sense. Nike's communication advertising was produced during its "advertising reform." In the 1980s, Nike products began to enter the homes of ordinary people (especially teenagers) from track and field fields and stadiums. Nike must try its best to expand the appeal of Nike advertising without losing the traditional market of formal sports. To this end, Nike must become an integral part of youth culture like the Levi brand (the leading brand of jeans). and status symbols. Fighting in two completely different markets, Nike faced the difficult question of how to achieve a balance and consistency between adapting to popular consciousness and promoting sports achievements. Nike began to rethink its advertising strategy.
Extended information:
The Nike trademark pattern is a small hook. Nike has always regarded it as its glorious mission to inspire every athlete in the world and provide them with the best products. Nike's pioneering air cushion technology brought a revolution to the sports world. Sports shoes manufactured using this technology can protect athletes' knees well and reduce the impact on the knees when they land during strenuous exercise.
On June 8, 2016, the "2016 BrandZ Top 100 Most Valuable Brands in the World" was announced, with Nike ranking 24th?
On September 8, 2016, Apple joined hands with Nike to officially launch the second-generation Apple Watch.
Baidu Encyclopedia - Nike