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8/3/2019 Nike & Nvidia
http://slidepdf.com/reader/full/nike-nvidia 1/19
Name:
Carlos Ferreira nº3
João Roque nº10
Luís Bernardo nº13
8/3/2019 Nike & Nvidia
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Nike, originally known as Blue Ribbon Sports (BRS), was
founded by University of Oregon track athlete Philip Knightand his coach Bill Bowerman in January 1964. The company
initially operated as a distributor for Japanese shoe makerOnitsuka Tiger (now ASICS), making most sales at track meetsout of Knight's automobile.
The company's profits grew quickly, and, in 1967, BRS openedits first retail store, located on Pico Boulevard in Santa Monica,
California. By 1971, the relationship between BRS and OnitsukaTiger was nearing an end. BRS prepared to launch its own lineof footwear, which would bear the Swoosh newly designed byCarolyn Davidson. The Swoosh was first used by Nike on June18, 1971, and was registered with the U.S. Patent andTrademark Office on January 22, 1974.
Nike - History
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The first shoe sold to the public to carry this design was a soccer shoe named Nike,
which was released in the summer of 1971. In February 1972, BRS introduced its firstline of Nike shoes, with the name derived from the Greek goddess of victory. In 1978,BRS, Inc. officially renamed itself to Nike, Inc. Beginning with Ilie Năstase, the first
professional athlete to sign with BRS/Nike, the sponsorship of athletes became a keymarketing tool for the rapidly growing company.
Together, Nike and Wieden+Kennedy have created many print and televisionadvertisements, and Wieden+Kennedy remains Nike's primary ad agency. It wasagency co-founder Dan Wieden who coined the now-famous slogan "Just Do It" for a1988 Nike ad campaign, which was chosen by Advertising Age as one of the top fivead slogans of the 20th century and enshrined in the Smithsonian Institution. WaltStack was featured in Nike's first "Just Do It" advertisement, which debuted on July1, 1988. Wieden credits the inspiration for the slogan to "Let’s do it", the last wordsspoken by Gary Gilmore before he was executed.
Throughout the 1980s, Nike expanded its product line to encompass many sportsand regions throughout the world.
Nike - History
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Nike promotes its products by sponsorshipagreements with celebrity athletes, professional
teams and college athletic teams. However, Nike'smarketing mix contains many elements besidespromotion.
Nike - Marketing
strategy
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Advertising
In 1982, Nike aired its first national television ads,
created by newly formed ad agency Wieden+Kennedy(W+K), during the broadcast of the New YorkMarathon. This was the beginning of a successfulpartnership between Nike and W+K that remainsintact today. The Cannes Advertising Festival has
named Nike its Advertiser of the Year in 1994 and2003, making it the first and only company to receivethat honor twice.
Nike - Marketing
strategy
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Beatles song
Nike was criticized for its use of the Beatles song
"Revolution" in a 1987 commercial against the wishesof Apple Records, the Beatles' recording company.Nike paid US$250,000 to Capitol Records Inc., whichheld the North American licensing rights to therecordings, for the right to use the Beatles' rendition
for a year.
Nike - Marketing
strategy
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Minor Threat advertisement
In late June 2005, Nike received criticism from Ian
MacKaye, owner of Dischord Records,guitarist/vocalist for Fugazi and The Evens, and frontman of the defunct punk band Minor Threat, forappropriating imagery and text from Minor Threat's1981 self-titled album's cover art in a flyer promoting
Nike Skateboarding's 2005 East Coast demo tour.
Nike - Marketing
strategy
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Chinese-themed advertisement
In 2004, an ad about LeBron James beating cartoon
martial arts masters and slaying a Chinese dragonwith martial arts offended Chinese authorities,[who?]who called the ad blasphemous and insulting tonational dignity and to the dragon. The advertisementwas later banned in China. In early 2007, the ad was
reinstated in China for unknown reasons.
Nike - Marketing
strategy
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Nike 6.0
The company rolled out a new campaign in June 2011
called "Nike 6.0" that was aimed at extreme sportathletes. As part of the campaign, Nike introduced anew line of T-shirts that include phrases such as"Dope", "Get High" and "Ride Pipe" – sports lingo thatis also a double entendre for drug use.
Nike - Marketing
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Sponsorship Nike pays top athletes in many sports to use their
products and promote and advertise their technologyand design.
Nike's first professional athlete endorser wasRomanian tennis player Ilie Năstase. The first trackendorser was distance runner Steve Prefontaine.
Prefontaine was the prized pupil of the company's co-founder, Bill Bowerman, while he coached at theUniversity of Oregon. Today, the Steve PrefontaineBuilding is named in his honor at Nike's corporateheadquarters.
Nike - Marketing
strategy