STRATEGIC INTENT AND FORMULATION OF NIKE THROUGH MEDIA

1. STRATEGIC INTENT
AND FORMULATION
OF

5. NIKE EVOLUTION
• 1964-COFOUNDERS: PHIL ENIGHT & BILL BOWERMAN
• $500 HANDSHAKE AND A WAFFLE IRON –” BLUE RIBBON SPORTS”
• 1971- FROM DISTRIBUTOR TO MANUFACTURER UNDER THE NAME “NIKE”
• LOGO DESIGNED BY- CAROLYN DAVIDSON AT $35
• 1980’S- NIKE WENT PUBLIC ALONG WITH THE LAUNCH OF “AIR JORDAN”
• 1988- SLOGAN “ JUST DOT IT” BY LEIDEN &KENNEDY
• 1991- CODE OF CONDUCT PUBLISHED
• 1995-96 - MTV ADS& SIGNUP WITH TIGER WOODS
• 2002- EMY FOR WINTER OLYMPICS COMMERCIAL
• 2008-TIGERWOODS SCANDAL AND EVER SINCE...
• 2009- TIGER WOODSSCANDAL
• 2012- NIKE BECAME THE OFFICIAL SPONSOR FOR THE NFL
• 2013- “JUST DOIT” S 25TH BIRTHDAY

7. STRATEGIC INTENT
OF NIKE

8. VISION
“TO HELP NIKE,INC. AND OUR
CONSUMERS THRIVE IN A
SUSTAINABLE ECONOMY
WHERE PEOPLE, PROFIT AND
PLANET ARE IN BALANCE”

9. MISSION
“ TO BRING INSPIRATION AND INNOVATIONTO
EVERY ATHELETE IN THE WORLD”

10. HOW DOES DO IT?

11. COMPETITIVE
ADVANTAGES
OF NIKE

12. WHAT MAKES NIKE- AN OUT OF
THE BOX?
• BRANDING
• SCALE
• ASPIRATIONAL
POSITIONING
• CUSTOMIZATION
• FOCUS
• INNOVATION
• CONSISTENT
MESSAGING

15. NIKE‘S STRATEGY
AND
FORMULATION

16. EMOTIONAL
BRANDING
• NIKE ADVERTISING
AND EMOTIONAL
BRANDING
• BUILDING LOYALTY &
THE HERO
ARCHETYPE
• BRAND STRATEGY

20. INSPIRING LIVES TRULY
• BECOMING THE HERO
• INSPIRING CHANGE
• PROOF OF POSSIBILITY
• KEEPING MOMENTUM
• STAYING TRUE TO THEIR STUDY

22. NIKE’S FLYKNIT TECHNOLOGY

24. NIKE FLYKNIT - THE MOST STYLISH
AND INNOVATIVE SNEAKER
TECHNOLOGY TODAY
• WHAT IS FLYKNIT?
• STORY TO HELP IT SELL- MICHAEL
JORDAN
• INNOVATIVE KNIT STRUCTURES AND
ORIGINAL COLORWAYS
• CREATING NIKE AS A LIFESTYLE

26. NIKE- PUTTING WOMEN FRONT
• FEMINIST OVER 40YEARS
• MID 1990’s- RISE OF SPORTS HEROINES
• HIJAB LINE FOR MUSLIM FEMALE ATHELETES
• DEFYING THE STEREOTYPES- WOMEN TODAY

30. THANK
YOU
ASHWINI ADHIKARI- 8126
IKTISAB REHMAN –8130
OBAID YAFTALAY-8154
MALLIKA RATHOD- 8132