Nike's growth strategy is based on sponsoring athletes and sports teams to increase brand awareness and positioning. It is the largest sponsor of athletes worldwide and partners with influential athletes to represent values like emotion and allegiance. Nike maintains a long-term marketing strategy focused on key sports to leverage the pyramid of influence, where top athletes influence product choices of others. In 2017, Nike achieved $34.35 billion in revenues and $1.53 billion in profits, with a 31% market share. The brand promotes messages of engagement through controversial athlete sponsors to strengthen brand equity and loyalty.

1. CASE STUDY

2. NIKE GROWTH STRATEGY
➢ Based on sponsorships on sport teams and athletes
➢ the brand is the biggest sponsors of athletes in the world

3. THE BRAND NOTORIETY, POSITIONING, IMAGE & VALUES
➢ The biggest sponsor of athletes in the
world
➢ Make partner with high profile and
influence athletes, coaches, teams and
leagues
➢ The Top athletic apparel and footwear
manufacturer in the world.
➢ Nike want to represent emotion, allegiance
and identification

4. PYRAMID OF INFLUENCE
➢ The preference of a small percentage of top
athletes influenced the product and brand
choices of others.

5. NIKE FIGURES FOR 2017
➢ Revenues: 34,350 millions $
➢ Profits: 15, 31billions $
➢ Market share: 31%

6. Marketing strategy
Didn’t change its growth and marketing strategy
A long-term strategy → focused on running,
basketball, football/soccer, men’s and women’s
training and action sports
The brand is using famous athletes who are
pushed into the lights because they shown their
engagement in a political cause (ex : Colin
Kaepernick)

7. BRAND EQUITY
➢ Brand loyalty
➢ Brand awareness
➢ Brand associations
➢ Innovator
➢ Perceived quality
➢ Marketing messages,
successful slogan “Just do it”
➢ Brand association

8. THE MAIN COMPETITORS
1
21,2b $
2
5b $
3
4,1b $
4
4b $
5
1,8b $

9. SUSTAINABILITY
➢ Part of the website named “sustainability Nike”
➢ Nike Flyknit : evolution and new components
➢ Program of recycling shoes