Nike Marketing Analysis

Most brands have a set ‘corporate responsibility’ belief, but Nike seem to be acting on the belief with the best outcome. Nike’s ‘my time is now’ campaign gave back to a sport that accounts for a large sum of their profit by hunting for footballing talent. Nike celebrated a new generation of footballers with ‘The Chance’, an extension to the campaign. This is accompanied by an environmental scheme using recycled polyester, diverting 2 billion plastic bottles since 2010, bettering products and improving lives. They class it as “innovating for a better world” (Nike;2014). They divert back to sport constantly with schemes and foundations. Believing that sport is for everybody, they do what they can to allow everybody the access to sport as they believe it as the “greatest investment a society can make” (Nike;2014). The best example of their worldwide responsibility being achieved was with ‘The Nike Foundation’. The Nike foundation allowed adolescent girls to end their own poverty and make changes for the world. The idea was to unlock potential in the most deprived places.

Nike succeed in persuading their target audience that only Nike will do. The brand is synonymous with achieving and trying your best. It’s values like this that speak to the consumer. Consumers feel the need to buy into brands. If the brand use good values accompanied with the care that a brand like Nike have for their target audience, then you will find that the brand will have a great relationship with the consumer. The same can’t be said with brands of the same sector.

Globally, Adidas made a mark in providing the ‘€1 and $1 shoe’. The shoes were brought out for the millions of people around the world who couldn’t afford them. Reebok as a brand have also incl...

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...at schemes in the process. An agency that encourage their brands to do better. Fastrack have worked on projects including ‘the big hit’, ‘2013 school games’ and ‘2010 paralympics’. And worked with some great organisations including ‘Youth Sport Trust’, ‘change 4 life’ and ‘Sport England’.Fasttracks work with Sport England shows the effort that the agency goes through to help society. “Sport England is responsible for grassroots sport in England. Working with national and local partners including national governing bodies of sport, local authorities, charities and other sporting organisations, we are committed to helping people create a sporting habit for life” (Sport England 2014). They create connections with brands like Lucozade and introduce them to the world of corporate responsibility. They achieved this by allowing Sainsburys to sponsor the 2013 school games.