2. Nike Brand Mantra Summary
Nike has a 3 word brand mantra “authentic
athletic performance” to guide their
marketing efforts.
This brand mantra has guided the brand in
the right direction like when Nike rolled out
its successful apparel line, it was innovative
enough to benefit top athletes through its
technology.
Nike successfully expanded its brand
meaning from “running shoes” to “all things
associated with athletics (including
equipment)”
3. Company Information
• Nike is the world’s largest designer and wholesaler of athletic footwear,
apparel and equipment
• Its core competency lies in high-end performance products
• Nike’s distribution network consists of more than 50000 retail accounts,
independent distributors and almost 700 company owned stores in more
than 170 countries
• It was founded in 1964 as Blue Ribbon Sports
• Industry: Apparel, accessories
• Revenue: $30 billion
• Number of employees: 62,600
Mission: To bring inspiration and innovation to every athlete in the world
If you have a body, you are an athlete
4. Products
Brand Portfolio: It’s subsidiaries
Products include Athletic footwear and apparel, sport equipments and
other athletic and recreational products
6. Nike Brand Associations
Nike
Shoes
Athlete
Just Do it
Quality
Apparel
Michael
Jordan
Market
Leader
Innovative
Design
Brand Image in a
Consumer’s mind can
easily be found out
through the brand
associations consumers
have with it.
In case of Nike, It is its
logo, and its positioning as
quality product with high
innovative design. Also,
Nike is famous for its big
celebrity endorsements
the biggest being with
Michael Jordan.
7. Nike’s Evolution of LOGO
Nike Brand with the iconic trademark of “Just Do It” and the legendary Swoosh logo is valued
at $10.7 billion making it the most valuable brand in the sports industry
Nike’s Swoosh Symbol symbolizes the wing in the far-famed statue of the Greek goddess
of victory, Nike, who largely influenced countless brave warriors.
8. Nike Celebrity Endorsements
Roger Federer
Nike Athlete Since
1997
Rafael Nadal
Nike Athlete Since
2001
Tomas Berdych
Nike Athlete Since
2004
John Isner
Nike Athlete Since
2007
Michael Jordan
Endorsement Deal:
$60 million
Lebron James
Endorsement Deal:
$30 million
Kevin Durant
Endorsement Deal:
$28.5 million
10. Nike’s Latest Campaign
• Nike’s latest ad film “Da Da Ding” features many woman
athletes like Rani Rampal, Ishita Malaviya and Bollywod
actress Deepika Padukone
• The film showcases the unrelenting spirit of women in
India and aims to trigger a movement to change the way
sports is perceived in the country
11. Nike Brand Equity
People are loyal to the brand or loyal to the sports shoe industry regardless the brand
Sense of achievement and ability
to do anything
Symbol of status and a cool
accessory in people’s eyes
Leader in the footwear industry
High technical
Performance
High quality and
innovation defined
brand
12. Nike Brand Mantra
• Brand Mantra is a
short 3-5 word
phrase that
captures the
irrefutable essence
of the brand
positioning
• It consists of 3
modifiers capturing
the holistic view of
the brand like Nike
has emotional,
descriptive and the
function of the
brand.
• Authentic
Emotional
Modifier
• Athletic
Descriptive
Modifier
• Performance
Brand
Function
18. Nike Brand Positioning
Men, Women and Children
Active people who enjoy high-quality sporting goods, especially
footwear
World Leader: 33% Market Share, followed by Adidas
Target
Market
Frame of
Reference
• Quality, Durability and Comfortable, Style, good reputation,
breakthrough design, technology of products, packaging, sense
of being associated with the best, #1 brand
• Having a positive attitude when they exercise/ workout
• Consistent and timely shipment of goods
• Nike is used by top athletes and teams
