14. Nike’s story
Subsidiaries
• Prestigious Dress Shoe
Brand
• Manufactures Other
Luxury Leather Goods
as Well
• Recently incorporated
Nike Air-Sole
Technology for better
comfort
15. Nike’s story
Subsidiaries
• World-renowned brand
for soccer apparel
• Official partner of
English national
football team
16. Nike’s story
Subsidiaries
• Immediately
Recognizable Legacy
Brand
• Former market leader
in basketball shoes
• Currently being
remodeled into a street
fashion brand
17. Nike’s story
Subsidiaries
• Premium brand for
skateboarding
footwear
• Prized for its lightness
and comfort,
compared to
competitor brands
• Also has beachwear
18. Nike’s story
Brand extensions
Nike+ • Line of Support
Technology products
for use in sports
• Developed in
partnership with Apple
• Includes line of Nike-
branded iPods
designed for running
19. Nike’s story
Brand extensions
Air Jordan • Brand of performance
sportswear and footwear
inspired by Michael Jordan
• Jumpman logo is one of world's
most recognizble
• Launched the Athlete-as-Brand
concept, carried through into
today
20. Nike’s story
Brand extensions
Nike Skateboarding • Nike's attempt to break into the
skateboarder counterculture
• Colors are often quite loud and
attention-grabbing
• Regularly releases limited
Collector's Edition SKUs to
induce completionism and
compulsion to buy
21. Nike’s story
Brand extensions
• Nike's line of high-
performance golf
products, including its
own line of clubs
• Not to be confused with
the subbrand of Tiger
Woods
22. Nike’s story
Brand extensions
• Brand of ice and field
hockey equipment
formerly owned by Nike
• Bauer was sold off in
2008
23. Nike’s story
Athletes-as-Brands
• Nike's marketing strategy is to create brands out of athletes, and
then to have those athletes represent what Nike itself is about.
• These athletes become so recognizable, they reach "one-name
status", meaning mentioning them by their first names alone will
register immediate recognition.
24. Nike’s story
For Example
Kobe LeBron Roger Tiger Rafa
26. Nike’s story
As brands themselves, brand athletes
have their own logos
27. Nike’s story
and all have their own advertising campaigns
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28. Nike’s story
which are usually run by Nike's
Agency of Record.
• Relationship with Nike since its
establishment in 1982
• Named Agency of the Year by AdAge in
2010
• Corporate offices in Tokyo, New York,
London, Amsterdam, Delhi, Sao Paulo
• Head office near Nike's, in Portland,
Oregon
31. Nike’s story
Strengths Opportunities
• Extensive visibility • Almost limitless • Constant influx of potential Nike
through brand-athletes resources for product athletes and teams provides regular
development brand refreshing
• Supreme confidence in • Diverse portfolio • Emerging brand equity with women
branding message
• Capital-intensive • Occasional mistakes in • Allegations of poor • Strong stance of M&A
marketing initiatives athlete selection corporate social by main competitor
responsibility Adidas of lesser
brands
Weaknesses Threats
32. Nike’s story
Recommendations
• Leverage emergent women's market with
more female brand-athletes
• Engage in more community-centered
activities, such as fitness programs for
children, to boost corporate social
responsibility
• Consider purchasing smaller players in
the market to reduce playing field