Nike: A Classic Outside Sponsorship

If someone asks, "what does a tick mean?"

I believe that many people will not hesitate to answer: "Nike."

Although not an Olympic sponsor, but as a sports brand, Nike has a large number of fans worldwide, and its marketing strategy is also clear.

Now let's take a look at Nike's marketing strategy.

In the Olympic Games, the "stealth" Olympic Games as a major event in the world, many enterprises want to take this opportunity to show their limelight and fear that it will be too late. However, looking back at the previous Olympic Games, Nike, as a famous sports brand, has no doubt about its strength, but it has rarely become an Olympic sponsor.

Even so, Nike has made its own sports marketing sound.

At the 1996 Atlanta Olympic Games, Reebok was the official footwear supplier of the Olympic Games, but in a later survey, the Nike brand's audience recognition rate was as high as 22%.

In fact, before the Atlanta Olympic Games, Nike started its action. It first opened a flagship store, and set up the Nike experience center beside the Olympic city and Olympic Park of Coca Cola Co.

In this center, there are athletes, media, clubs and fitness equipment. At the same time, Nike has signed a five star hotel as a reception center.

As a result, when the Olympic Games are coming, people will find many "Nike" in Atlanta.

At the same time, Nike also hired a private parking lot. Outside the Olympic venues, many college students were hired by Nike to distribute Nike's chest lanyard to the audience to facilitate the audience to carry tickets.

As a result, there were many spectators wearing Nike Lanyard in the stadium.

Apart from working hard on the spectators, of course, Nike did not ignore the athletes on the field. It sponsored many athletes and sports teams. When these athletes and sports teams came to accept the award, Nike logo naturally appeared in the eyes of people all over the world.

Celebrity endorsement to enhance the brand now mentioned basketball superstar Jordan, there will still be a lot of fans to his exquisite skills of the heartfelt admiration, and for many "shoes fans", they are more familiar with perhaps "Jordan * generation" shoes, and on these shoes can clearly see the marked signs of Nike.

In fact, star endorsement has always been one of Nike's marketing strategies. As early as in 1973, Nike hired Steve Puri, a long-distance runner, to speak of her sports shoes.

In 1984, the Chicago bulls signed a contract to buy Jordan. At that time, all kinds of sports shoes were on the market, and many people began to look for new sports shoes. Nike also saw this characteristic.

As a result, Nike spent millions of dollars to sign a contract with Jordan, while the "flying trapeze Jordan" shoes also came into being. Although at the beginning of the launch, Nike encountered many obstacles, but after all efforts, the Nike company finally won the success, and thus further expanded the sports shoes market.

Since the launch of Jordan series shoes, Jordan shoes have developed to the twenty-third generation.

When Jordan's charm on the basketball court began to wane, Nike adjusted its marketing strategy in time. So Nike helped Jordan design a new endorsement line. He used Jordan's "23" to start an article and collaborated with Jordan on the "TWO3" men's wear brand, which was launched in the spring of 2001 and successfully pformed.

For a long time, because of Nike's long term sponsorship of Jordan, it is easy for people to connect Jordan with Nike. In fact, the enterprises that sponsor Jordan are not only Nike, but Nike gives people the deepest impression, so that they can get better sponsorship effect.

The reason for this is that the sports industry needs to accumulate sports marketing. If a company chooses a sport related to its own image, it should serve as a long-term investment.

Consumers are usually forgetful, so short-term sponsorship can not achieve very good results.

In addition to Jordan, Nike also invited famous golf players Tiger Woods and Liu Xiang to endorse it, not only successfully promoted their brand, but also expanded the marketing field of the company, thereby gaining a broader space for development.

The best representative of ambush marketing, an Olympic research expert, pointed out that there was a company that did not spend tens of millions of dollars to compete for the designated sponsor of the Olympic Games, but also achieved the purpose of enhancing the visibility of enterprises during the Olympic Games. This is the "ambush marketing" (ambush Marketing).

Nike is the best representative of "ambush marketing".

Zhu Xiaoming, a famous sports marketing expert, pointed out that the reasons why Nike responded quickly and achieved good results in sports marketing mainly came from three aspects. First, its market and brand departments were very sensitive and had decision-making power; secondly, Nike had abundant information access channels, and strong partners such as international media companies, which provided athletes with tracking and product services; finally, after the signing of athletes and companies, the links of creativity, project management, opportunity capture and decision-making procedures were a systematic project. Nike was good at integrating event marketing from sports marketing, and promoted the advertising elements of event marketing to marketing elements, and at the same time, with the launch of products, the value of stars was also maximized.

It can be said that making Nike achieve today's results is a good integration of its whole link, from product quality to advertising communication to the target group's consistency finally. The promotion and dissemination of the whole brand are harmonious and unified. Therefore, Nike brand has a high reputation in the minds of many consumers and athletes.