Summary of Nike’s Marketing Strategies

Nike, as a sports brand, always has a very clear core concept, that is “high-quality”. And this concept companies Nike these years and wins it a great market around the world.
Nike's marketing strategy is to use spokesperson and original ads to increase its reputation. When expanding international market, Nike adjusted its marketing strategy accordingly. Here's some details
1. Sign up athlete star as a spokesperson Nike’s choices were Micheal Jordan, an up-and-comer basketball player, a Brazilian football team, Tiger Woods, Maria Sharapova, Roger Federer, Rafeal Nadal, Lance Armstrong, Kobe Bryant and LeBron James. Luckily, though these choices were really expensice, they were excellently made as each one of those names is kind of legend in its own field to many sports fans.
2. Air ads Nike’s slogan is “Just Do It”, which is very simple and catching. And these ads were very impressive at that time.
3. Expand market Nike did not simply use the American-style ads in Europe, but got some new plans according to European market. First of all, Nike became an active sponsor of many popular sports organization, big or small. Then, Nike chose to sponsor Brazilian soccer team and this team’s victory in 1994 World Cup brought Nike a lot of profits both financial and non-financial. After that, Nike was a world-known company. In 2008, Nike wanted to run ads through the Olympic Games to win back Chinese market from its rival,