Case Study

 

Nike Court

Throughout the years, Nike has been rapidly growing with promoting its brand and products by the use of the Internet. Twitter, Facebook and Instagram are the main social media platforms that Nike uses to communicate and connect with its consumers around the globe, as well as selling its merchandise. Use of famous personalities is very crucial in today’s world, as many athletes and celebrities are influential in peoples buying choices. Nike use athletes such as Michael Jordan, Serena Williams, Cristiano Ronaldo, Roger Federer and many more. With over 8.9 million followers on Twitter, 27.5 million likes on Facebook and 193 million followers on Instagram, Nike makes an effective and dominant online presence as they post daily compelling and engaging materials, which is most likely to be commented on, shared or liked by their followers. Brand awareness also plays a vital role in the whole process, as Nike operates in nearly every sport around the globe as well as casual clothing found in retail stores. Due to their huge following on social media, Nike are able to advertise their products with almost guaranteed sales. This is due to many factors such as celebrity endorsements, popularity with things such as Nike Air Force 1’s and brand status. Nike also advertise with TV adverts where they prioritise advertising sports equipment and sports clothing usually with a famous athlete. They usually advertise products such as football boots, tennis skirts and basketball trainers. The influence of these athletes has majorly helped with Nike’s substantial TV advertising growth.

Nike Court was released in 1987 with help from tennis legend John McEnroe. Nowadays, players like Naomi Osaka and Rafael Nadal are the main celebrity faces of Nike Court with their products being advertised on Nike’s social media platforms, on billboards or on TV adverts that are usually specifically placed before tennis tournaments such as Wimbledon. This is known as product placement. Product placement is a marketing technique where references to specific brands or products are incorporated into another work. This has been done purposefully before tournaments such as Wimbledon as Nike know that people who like tennis will be watching so they therefore advertise tennis clothing in order to try and capture the audience’s attention and hopefully their retention.

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