The Marketing Strategy Of Nike: Just Do It?

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Just Do It.
Just Do It (stylized as JUST DO IT.[1]) is a trademark of shoe company Nike, and one of the core components of Nike's brand. The slogan was coined in 1988 at an advertising agency meeting. The founder of Wieden+Kennedy agency, Dan Wieden credits the inspiration for his "Just Do It" Nike slogan to Gary Gilmore’s last words.[2] The "Just Do It" campaign allowed Nike to further increase its share of the North American domestic sport-shoe business from 18% to 43%, (from $877 million to $9.2 billion in worldwide sales) from 1988 to 1998.[3] In many Nike-related situations, "Just Do It" appears alongside the Nike tick logo, known as the Swoosh.

The aims of the Just Do It. Campaign was to simply raise brand awareness. The campaign was
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*”If you haive a body, you are an athlete.”
Nike Company’s lays a lot of strategies to aim their immediate users, athletes and all sportsmen. These targeting techniques include product sponsorship by professional and well known athletic team, college sports team as well as celebrity athletes.
This marketing strategy of Nike is particularly successful as of its capability to reach many athletes. Once the sports team manager lay down a particular kind of track shoes manufactured by Nike, the learner have no choice other than to purchase them as well as sports team can purchase the track shoes in a large number and deliver them to the members of the team.
The "Just Do It" campaign allowed Nike to further increase its share of the North American domestic sport-shoe business from 18% to 43%, (from $877 million to $9.2 billion in worldwide sales) from 1988 to 1998.[3] In many Nike-related situations, "Just Do It" appears alongside the Nike tick logo, known as the Swoosh.

You have to keep in mind that Nike is a sports brand, clothing,
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The main Nike brand is most targeted towards athletes, selling related products such as shoes, sporting equipment and clothes. The Converse, Inc. brand markets more casual goods and is described as targeting premium customers. The Jordan Brand is also a premium brand, but it is targeted more broadly at athletes. The Hurley International LLC brand also targets athletes but focuses more on activities associated with young people, such as skateboarding and surfing. The Nike Golf brand is focused on golfers. As of 2014, the company has plans to more aggressively target different groups of consumers, including female consumers and consumers in China and in Western Europe. Nike specifically targets sports viewers, with initiatives correlated with the Sochi Winter Games, the Super Bowl in New York City, the Prefontaine Classic in Eugene, Oregon, and the World Cup in Brazil, as detailed in the letter to shareholders. The company also targets basketball fans with a campaign involving player Kobe

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