A Rhetorical Analysis Of Nike

Nike’s mission Statement is to bring inspiration and innovation to every athlete* in the world *if you have a body, you are an athlete. The asterisk seems to be there for a reason, it directs us to co-founder of Nike Bill Bowerman’s statement. He had stated “if you have a body, you are an athlete”, this statement became part of Nike’s mission statement. Nike’s mission statement is customer orientated in a positive and inclusive way. It states that the human being has a body, while reinforcing that we all can be an athlete not just those who are born into sports. Nike satisfies customer’s needs and wants by having its focus on motivating each individual to use Nike while bringing new innovative products to consumers to bring fresh new ideas

to them. With the Nike cleats in particular, Nike designs a variety of cleat styles and colors to give customer options at reasonable prices. Nike doesn’t seem to have explicit goals but it does state that it wants to deliver growth in the right way. On Nike’s site it states that it wants its growth to be sustainable, profitable, capital-efficient, and brand-enhancing, which in some form can be viewed as its company goals.
Nike’s marketing mix starting with product, the name Nike has no particular meaning other than the products it is linked to.

That gives strength to the product because it can never be confused for something else, for insistence the moment you see the Nike swoosh you can automatically associate it with either their sneakers, apparel or workout gear. It name is distinct, and it can be easily translated into other languages because there isn’t a particular translation. The “Just do it” slogan means to be daring, which attracts customers since it suggests that by purchasing these products you can somehow become a better, more athletic person. From Nike’s mission statement and its slogan to its marketing strategies, Nike tries to bring forward that the products themselves will give you qualities that make you more appealing. A major advantage that Nike has over similar clothing companies Adidas, Puma or Umbro is that they have set themselves up to encompass their brand name by having created such strong brand recognition. Creating trust with their consumers through brand development has allowed Nike’s great success. Nike has developed a smart marketing strategy, it’s my goto product because its products are high quality and serve the purpose they were designed to

serve.

The secondly for Place, Nike has multi brand stores and exclusive stores around the world. Niketown like I stated in the SWOT under strengths. Niketown was landscaped to have stores can take up entire city blocks and feel as though you have traveled 10 years into the future. These stores are designed to contain basically every Nike product you could ever imagine while boasting chandeliers made of shoes. Although you can find Nike products in almost any department store you go to, Niketown actually offers the full experience. It is definitely a tourist attraction, not only does this store have all of the products, but it creates memorable experiences for its customers.