Nike Creative Project Brief Sample PDF
Nike Creative Project Brief Sample PDF
Nike Creative Project Brief Sample PDF
athletic shoes, fashion shoes, apparel, and sports equipment (Nike, Inc., 2014). Nike
has a far reach, having stores in many countries worldwide. Their top competitors are
While the Nike Air Force 1 has endured considerable commercial success,
showing how Nike evolved as a brand proved to be important. Each prominent athletic
shoe company has launched a popular sneaker model (Hoovers, 2014). The difference
between these companies and Nike is that Nike outperformed its competitors with regards
to marketing.
In researching Air Force 1 and Nike as a whole, it became evident that Nike had
been the pioneer in many different advertising segments. The data keenly expressed how
Nike initiated trends in the past using athletes to advance their brand and how they intend
References Page 12
Background Information:
Nike, Inc. is a sportswear company specializing in athletic shoes, apparel and
sports gear. Nike is marketed to men, women and children alike (Global Data, 2014).
Nike sells its merchandise in retail stores, independent licensees and distributors in more
than 180 countries worldwide, with a focus on China, Russia, Eastern Europe, India and
For convenience sake, Nike products can also be purchased online at nike.com.
Geographically, the companys operations are spread across the world in North America,
Central America, Asia-Pacific, Africa, the Middle East and Europe (Global Data, 2014).
In the 1980s, Nike emerged to the top of the athletic shoe market after the
company began advertising their shoes with renowned athletes. In particular, Nike
employed NBA legend Michael Jordan to promote their new Air Jordan sneaker line
Nike Air Force 1s have been a part of the Nike shoe lineup since 1982, with little
changing in its design since it was first released (The Ledger, 2007). The shoe is named
after Air Force One, the plane that carries the President of the United States. It comes in
three different heights: low mid and high. The most common Air Force 1s sold are solid
white, with the second most popular being solid black (The Ledger, 2007).
(Yahoo
Finance,
2014)
Target
Audience:
Nikes target audience demographics focus on relatively young men and women
aged 18 30, with their socio economic status being AB, or upper middle class to
athletes/athletic people who live casual lifestyles and care about their style and how
they look, not only to themselves, but also to others (Business Insights: Essentials, 2014).
In addition, Nike has also looked into growing global markets, as countries such
as Brazil, China, India, and Japan are the fastest growing markets in the world. In the past
five years, Nike has increased its profits by 62.5% in emerging markets (Statista, 2014).
Nike seems to want the average, everyday person to think they can be athletic and
compete with top athletes, and do anything they can put their minds to as evidenced by its
Just Do It motto (Global Data, 2014). Additionally, Nike can help the average person
Fashionable
Recognizable
Name
Customizable
N
=
10,000
92%
of
people
recommend
Durable
Comfortable
31 percent of market share nearly doubling its closest competitor (Trade Forecast, 2009).
Nike also has the advantage of being in a customers evoked set of brands, as Nike is
Nikes current brand image revolves around appealing to its target age group and
making them believe that by purchasing their products they will have a leg up on the
athletic competition (Taman, 2013). Nike has a positive brand image overall and
(Redbooks, 2014). Current ads focus on the cold and how to Choose Your Winter,
meaning that although it may be cold you dont have to stop being athletic and achieving
your goals (Redbooks, 2014). In the past, celebrity endorsers like Michael Jordan helped
consumers associate Nike with celebrity athletes, making their brand more valuable and
desirable (Quick2Launch, 2014). Currently, Nike is partnered with some of the biggest
names in basketball: Lebron James, Kobe Bryant, and Kevin Durant (Nike, Inc., 2014).
(HowDesign, 2013)
Desired Brand Image:
Nikes desired brand image can be nothing more than to appeal to its target
audience even more, and appeal to an even wider demographic, particularly people of
higher age groups (parents and grandparents) (Taman, 2013). Also, besides just
athleticism, Nike strives to be multi-faceted, being associated with words like courage,
honor and victory. In a way, Nike wants to become the very definition of sports itself
(Quick2Launch, 2014).
Also, in the past 20 years, Nike has given substantial effort to maintaining its
public relations image, especially after the sweatshop scandal. Amongst public outrage,
Nike underwent a decade long project to ensure that working conditions in factories were
acceptable. In the process, Nike became the first sports shoe company to publish a
Nikes sustainability strategy include: rejecting toxins, slashing water use, and reducing
waste. This strategy has been manifested recently in their lighter shoes and shoeboxes.
Nike hopes that its many environmental projects will change consumers perceptions and
Adidas: Founded in the early 1920s, Adidas AG is most similar to Nike, Inc., selling
many of the same products and having similar target audiences (Hoovers, 2014).
Adidas AG reaches 170 countries, selling from authorized retailers and online
(Hoovers, 2014). Adidas is the number two sporting goods manufacturer, after Nike,
New Balance: Founded in 1906, New Balance Shoe Inc. plays on the everyman and
everywoman appeal, more so than Nike, Inc. They sell similar products to Nike,
including mens womens and childrens shoes, but differs from Nike in that it doesnt
focus on apparel (Hoovers, 2014). It sells its products in its own stores and specialty
retailors. New Balance Shoes Inc. is known for their variety of shoe widths. Aimed at an
older demographic.
Puma: Puma SE differs from its other competitors in that its main focus is shoes, with
athletic equipment and apparel not playing as big a role in its total revenue (Hoovers,
2014). Puma still sells apparel, but its sales pale in comparison with its shoe sales. Like
its competitors, it operates its own retail stores and controls product distribution in a
themselves with athletic footwear as much. This includes Ralph Lauren Polo shoes or
Vans. Also, since the Air Force 1s debut, a growing number of counterfeit products in
the United States have risen. High levels of counterfeit merchandise may lower the
companys sales and affect its profit margins (Global Data, 2014). Also, these
counterfeits are usually low quality and fall apart easily, affecting customer loyalty and
Advertising Goal:
The advertising goal with Nike Air Force 1s is to garner a greater audience and
expand the age demographic. Nike also hopes to extend psychographics to include people
Strategic Message:
The Nike Air Force 1 is a classic shoe that has stood the test of time. This smooth
Business Insights: Essentials (2013). How Nike Solved Its Sweatshop Problem. Retrieved
from http://www.businessinsider.com/how-nike-solved-its-sweatshop-problem-2013-5
Global Data (2014). Financial and Strategic Analysis Review. Retrieved from
http://callisto.ggsrv.com.www2.lib.ku.edu/imgsrv/FastFetch/UBER1/306325_GDRT317
56FSA
LexisNexis (2006). Nike will expand its brand strategy. Retrieved from
http://www.lexisnexis.com.www2.lib.ku.edu/hottopics/lnacademic/
The Ledger (2007). Air Force 1s Are Still Flying High. Retrieved from
http://www.theledger.com/apps/pbcs.dll/article?AID=/20070222/NEWS/702220400/100
1/BUSINESS
Redbooks (2014). Nike, Inc., Apparel Wear and Shoes. Retrieved from
http://www.redbooks.com.www2.lib.ku.edu/advertiser/NIKE_INCORPORATED/
Seeking Alpha (2011). Potential Under Armour Buyout Would Be Positive For Nike.
Retrieved from http://seekingalpha.com/article/293825-potential-under-armour-buyout-
would-be-positive-for-nike