TITLE

Nike

AUTHOR(S)
Friedman, Wayne
PUB. DATE
December 1999
SOURCE
Advertising Age;12/13/1999, Vol. 70 Issue 51, p34
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses the marketing strategy of Nike. It was not until 1971 that Blue Ribbon Sports put the NIke name on its first running shoe and began its rise in the sports footwear world. By the early 1980s, Nike had made an impact. Reebok had responded to the challenge and actually pulled ahead of Nike in market share in those years. But just when it looked like its world was collapsing, Nike made a bold move in 1985, making basketball legend Michael Jordan and the company big stars. With Mr. Jordan, Nike uncovered an undeveloped market: basketball footwear. Edgy TV commercials featuring Mr. Jordan focused on a whole new way to market footwear, linking sports, fashion and a hip lifestyle. Revolutionary youth-targeted TV commercials gave Nike a clear, cool identity that has virtually defined sports apparel.
ACCESSION #
2582264

 

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