Nike was founded in 1964 and focused on designing high quality running shoes. It believed in influencing top athletes to influence others. In 1988, Nike launched its famous "Just Do It" campaign challenging people to pursue their goals. It also partnered with famous cyclist to sell products and support his campaign overseas. The document then discusses Nike's marketing strategy and risks, and how Adidas could compete with Nike by sponsoring rival athletes, expanding product diversity and countries.

1. JUST DO IT

3. ORIGIN OF
NIKE

4. Founded in 1964 by Bill Bowermann and
Philip Knight as Blue Ribbon Sports
Nike’s main focus was to design high
quality running shoes for athletes

5. Pyramid Of Influence
Nike believed in a
‘pyramid of influence’
where the preferences of
a small percentage of top
athletes influenced the
product and brand choices
of others.

6. First Breakthrough

7. • Nike aired the first ads in its $20 million “Just Do It” ad campaign. The
campaign challenged a generation of athletic enthusiasts to chase
their goals.
• Nike tried to penetrate into the overseas market by involving with the
target segments.

8. The Big Break

9. Nike partnered with 7 time Tour De France
champion to sell Nike products and support
him in his campaign

13. What are the pros ,
cons and risks
associated with Nike’s
core marketing
strategy

15. • Innovative and high performance products.
• Endorsing the popular sportspersons.
• Proper Segmentation

16. • High expenditure on
marketing
• Lot of fake products

17. If you were Adidas ,
how would you compete
with Nike?

19. • Sponsor the rival sportsperson that Nike endorses. Such as Messi vs
Ronaldo, Real Madrid vs Barcelona.
• Increase the diversity of products.
• Expand into countries where Nike does not dominate.

20. Summary
• Establishment of Nike
• Marketing Strategies of Nike.
• Two important questions related to Nike.

21. Disclaimer
• Created by Milan Roy, during a marketing internship by Prof Sameer
Mathur, IIM Lucknow.