1.
NIKE
Oksana Hrunyk AP-23b

2.
Nike is successful because it has some of the best, if not the best, marketing
in the world. The Nike business strategy is clear, invest in building your brand
through emotional marketing and sports celebrity endorsements, develop
products that have high-quality, market-leading technology and buy out
competing sports brands.
NIKE SUCCESS

3.
Nike sells a lifestyle, it taps into an emotional
part of the consumer that wants to aspire to
live healthier and to find their own "greatness".
It is noted that Bill Bowerman did not sell his
shoes with his marketing strategy, but the
emotional benefits of feeling good about
jogging and healthy living. Nike mentions their
product minimally in their advertisements, but
focuses on the benefits of exercise.
Nike Focuses on Selling the "Emotional
Benefits" of their Product

4.
Nike has a variety of sporting products for everyone. This
includes sports equipment and apparel for baseball, ice hockey,
track and field, soccer, surfing, yoga, tennis, basketball,
skateboarding, cycling, volleyball, cheerleading, auto racing,
aquatic activities, cricket, and golf. In addition to shoes and
sport equipment, they also provide clothing (tracksuits, sport
shorts, and casual clothes such as shirts, jeans, jackets, socks,
hats), watches, apps, backpacks, purses, wallets, gloves,
sunglasses, hair-bands, scarves, belts, etc. Not only does Nike
have a variety of options of products, but Nike also owns Hurley,
Converse, and Jordan brands. By offering more products to
more people, in more markets than any other sports company,
they are able to capture a far greater market share of the
market than any other company.
Nike Provides a Wide Variety of Products To A Large
Number Of Sports

5.
Nike Focuses on Product Quality and Creating Products that Help Athletes
Perform Better
Like most leaders in the market, Nike values the consumer and the importance of providing a
quality product. Nike quality and durability is a critical part of their strategy to be able to
command high prices for their products. Their brand is associated with providing top-notch
product for athletes that help them perform better. One article notes how Nike has been
consistent in their message to consumers that they stress the importance of their needs and
preferences. The message to consumers is that Nike wants to make your life better at
something you are passionate about (whether that is basketball, running, jogging, etc) and to
improve your overall health.