Nike’s main goal is to bring inspiration and innovation to every athlete in the world. Nike teaches consumers that if you have a body, you are an athlete. Nike does one of the best jobs in creating a variety of integrated marketing communication strategies that relates and inspires all target audiences. Nike introduces their newest and latest products through digital communication with key messages that are appropriate and relatable to the consumers. IMC plays an important role in improving the significance of Nike’s company because it touches upon a variety of different interpretations with the consumers. This further creates a significant bond with the product and the consumer and overall enhances the brand’s purpose for selling.
‘Just Do It‘
Nike has been using its “Just do it” slogan for over 30 years. Since the introduction of Nike in 1988, the sports brand has produced many advertisements that have better shaped their brands history and have proven their reason in creating this brand. Nike main goal is to persuade the audience that in using their product, he or she can do what he or she believes in and has a strong passion for.
‘Griffey for president’ (1996)
In the year of 1995, Ken Griffey was the face of baseball. He was only 25, and yet he was also a seven-year veteran, a superb fielder, a base-stealer, a regular .300 hitter, and one of the game’s premier power hitters. By 1996, Nike and Ken Griffey did a collab and launched the ‘Griffey in 96’ advertising campaign. Today, we look back at this campaign as one of the most dynamic and self-motivated political movements America has seen. In my opinion, this iconic campaign left America intrigued and interested in how a famous American hero could possibly be “running for president”. Griffey created a win for both political parties as well as boosting the sales of Nike for their Air Max Griffey. I do believe that in the society that we live in today, there could be some conflict involving the different political views that we are faced with.
‘I am not a role model’ (1993)
Charles Barkley was playing for the Phoenix Suns when the spot aired and was on his way to winning NBA MVP, also leading his team to an NBA Finals. After one of Barkleys games, he came out in an interview with an iconic phrase that went down in history. “I am not a role model”. With Nikes sales dropping because of Reebok making a spotlight, they needed a powerful and edgy campaign that was different than any other commercial made at that time. And this phrase was certainly divisive. This commercial shaped society because it simply caught the audience’s attention and made them wonder why a basketball commercial is talking about not being a role model. As some people disagreed with this commercial, I think it did a great job in not only selling Nike to the consumers, but it helped raise awareness to help teach individuals that a role model isn’t just a sports player or a person with talent.
‘You are what you believe yourself to be.’ (Claire Vaughn)
On 15 September 2001, motor-racing driver Alex Zanardi lost control of his car leaving the pit lane at the EuroSpeedway in Lausitz, Germany and collided with the vehicle of another driver, Alex Tagliani. The accident forced the amputation of both of Zanardi’s legs, both above the knee, his heart stopping seven times as he lost almost three-quarters of the blood in his body.
Regaredless of Zanardi’s tragic accident, he was able to enter a rehabilitation program where he was able to recover and successfully return to motorsports activity. What makes Zanardi stand out from other athletes is his ability to come back and use his passion for sports in a positive light. I feel as though making this campaign will not only inspire disabled athletes to play and perform in sports, but would have a bigger influence on selling product to athletes with disabilities.
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