Nike Inc.Proposed brand extension: Nike Performance Nutrition 1. In today’s competitive environment, Nike stands a global leader in the sportinggoods industry. Born from a sophisticated understanding of how people respond toimages of lifestyle, the company’s marketing strategy hinges on athletic innovation andinspiration in promoting health, fitness and the pursuit of excellence. The brand ispositioned as an exciting, spirited, cool, original and aggressive purveyor of athleticfootwear, apparel, equipment and accessories for a wide variety of sports and fitnessactivities. From Michael Jordan to Serena Williams, Nike surrounds itself with winners. Inadvertising, Nike is legendary for style, wit and execution, conveying a message that isirresistible. The company has a tradition of strong graphic identity and enormous brandawareness. The omnipotent Nike swoosh and trademark slogan, “Just Do It” now oftenappear alone in advertisements for Nike products, sufficiently recognizable to conveymeaning, working effectively to tie brand identity to brand personality, andcommunicating a sense of competition, speed and performance. A clear brand identity and personality equals strong brand equity, enabling Niketo capitalize on high credibility in launching brand extensions. As a result, new productsintroduced by Nike are more likely to be accepted by customers than those of competing,lesser-known brands.
We are proposing a brand extension called “Nike Performance Nutrition”. It willconsist of nutritional bars and beverages in a variety of flavors with specific proprietaryblends of vitamins, anti-oxidants, amino acids, electrolytes, protein and carbohydrates, inthree specific formulas: a pre-workout formula called “Vitalize”, a mid-workout formulacalled “Persevere” and a post-workout formula called “Revive”. 2. Although our proposed product is suitable for both active men and activewomen, we have elected for this project to advertise Nike Performance Nutrition to theeveryday athletic female. As such, we have selected Fitness Magazine as our advertisingmedium since the core values of this publication are in line with those of Nike Inc andspeak to the same demographic. The pages of Fitness Magazine offer workout ideas,health and beauty advice, diet plans and success stories to motivate readers to get strongin mind, body and spirit and empowering women to embrace fitness as a lifestyle. Thepublication provides its readers with strategies and tools to make small changes that willhelp them achieve big success, in much the same way that Nike’s products help to bringout the natural athlete within each individual. Fitness Magazine describes its attitude as"You Can Do It", which is remarkably similar to Nike’s “Just Do It” slogan. 3. For more than 20 years Nike has told us that we can be anything we want aslong as we just try and do it. Nike’s advertisements always have a way of reaching insideof us and touching our two hearts; the heart of the athlete and the human heart. They trulyknow the mind of the average runner, the average kid, the average woman, the averagefootball fan, the average injured player; they have the ability to tap into every layer thatmakes each of us who we are. Visually, Nike’s current marketing strategy rests on its
favorable brand image as conveyed though the distinctive swoosh logo and “Just Do It”slogan. In 1977, Nike created the company’s first brand advertisement; the print ad withthe tagline “There is no finish line.” and the iconic swoosh below, featured a lone runneron a rural road and instantly became a classic. Nike has so thoroughly established theswoosh with its audience, that viewers need only see the symbol in the background torecognize a Nike advertisement, leaving more creative space with which to make animpression. In keeping with this marketing method, the focus of our advertisement will be onimagery, rather than text. We will advertise the beverages and bars separately; the currentproject will promote the nutritional beverage. The individual nutritional formulas, pre-during, and post-workout, will be advertised on three separate pages. Fitness magazinewill determine whether these pages appear sequentially, or in between content. Page 1will feature an average female, sitting on the steps of her home, tying her Nike shoelaceswhile biting into a “Vitalize” bar. Running across the bottom of the photo will be thecaption “I WILL.” in bold white letters. The top of the page will say Vitalize (black font)and have a small swoosh next to the word. On page 2, the same woman will be featuredrunning in a park or on a rural path, with a bottle of “Persevere” visible in the back of herNike running hydration belt. Beneath this image will be the caption “I AM.” The top ofthe page will say Persevere and have a small swoosh next to the word. Page 3 will featurethe woman at the end of her run, sweaty and exhausted, drinking from a bottle of“Revive”. Underneath will be the caption “I DID.” The top of the page will say Reviveand have a small swoosh next to the word. On this final page, we will also reserve spaceto print “Nike Performance Nutrition. Because there is no finish line.” This is in reference
to the aforementioned first-ever print advertisement for Nike, and is meant to tie into theidea that Nike Performance Nutrition is a new product offering; the first of its kind forNike. As for the product itself, we are proposing to use Nike’s traditional packagingcolors; a black background and orange Nike swoosh.