NIKE: #BetterForIt Campaign
Nike is prominent for its sports brand image. Without a doubt, we can see the success of this company. Heck, success would be an understatement. Usually, when we are looking for anything related to sportswear, Nike would be one of the first choices any of us would think of. Don’t you agree?
Nike has created itself as one of the top brands all over the globe – this is especially true under the sports category. The Nike Swoosh, is one of the most recognizable logos in the world, has made Nike one of the most highly valued and most successful brands today. Being one of the ultimate brands does not mean it can stop selling itself, to stay number one, Nike has always without fail time and time again build their brand
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According to McNaney (2015), by building up a brand, a company is taking a series of steps to create value, brand visibility, and make their product desirable. Incorporating lifestyle, have consumers something to associate with and offer the product essence and meaning is what a brand should do (McNaney, 2015). As we can see from Nike, whose success and domination in the sports industry has made a tremendous impact on their brand image, visibility and giving the company’s logo incredibly high value.
Nike has created superior value by making full use of celebrity endorsers, such as Michael Jordan, to be a symbol of their brand. McNaney (2013) notes that the concept is when an icon is fixed in the consumers’ minds it will cause the consumers to link Nike’s items with the endorser. Sports icons communicate the idea of being athletic and become almost heroic, this symbolizes what people go all-out to
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One way or another, we are all the hero of our own story and Nike has identified that feeling and used it to inspire timeless customer loyalty (Newell, 2013).
This year, Nike has launched an ad campaign developed by Wieden + Kennedy which is catered for women of all walks of life. It helps empower women to be their better selves. Nike’s advertisements are those which create courage or confidence to viewers. This campaign specifically portrays that every female is going through somewhat of the same struggle in achieving a healthier self.
Nike 's newest commercial captures the inner dialogue of a woman stuck behind a row of models during spin class, a runner through a half-marathon and a beginner yogi unsure of her surroundings. Based on Ciambriello (2015), the campaign which is called #betterforit is Nike’s largest project to date in supporting and motivating women 's athletic journeys. The objective is about “powering women to be better through services, product innovation and athlete inspiration, motivating each other to push to the next level” (Ciambriello, 2015). Women in general need the drive to push themselves forward and Nike has created this type of connection with its audience through their audiences’ personal viewpoints which makes it a good campaign to begin
Another rhetorical feature used by Nike in the “Ripple” commercial that runs hand in hand with music, is tone. In writing, tone is the essence in which is presented throughout the advertisement. Like most sports apparel brands, Nike usually uses advertising that provokes motivation through intense training videos of athletes sporting their gear, or high energy training. These videos are accompanied with upbeat music that sparks different emotions and reaches the rhetorical appeal, pathos, from different means. The tone that is created in the Rory Mcilroy Nike advertisement is much different than the up tempo commercials even though it acts mainly on the same appeal.
This commercial was released during the 2014 World Cup, which made it much more effective due to a larger amount of soccer players and fans watching tv at the time. More direct product advertisement could have helped Nike make more profit off of their new products. Also, using pro women's players could have helped, as it connects to a broader
The Jordan Brand is attempting to communicate with its audience that when becoming a legend by understanding that it is not about the shoes that you wear rather than what you do in them. When doing this, they show star athletes performing during their high school and college years to the narrator 's words. During this clip, the narrator is Michael Jordan. This analysis explains how the Jordan Brand attempts to show their audience the rhetorical vision when becoming legendary, through fantasies in their ad "It 's not about the shoes". Within this ad, there were several fantasies that the Jordan Brand incorporated.
In a world where women’s sensuality is a sign of alluring power, Victoria’s Secret is undoubtedly one of the most successful companies to capitalize from this aspect of women. From sleepwear to sportswear, Victoria’s Secret has expanded its production to fit every woman’s daily agenda, ensuring that no matter the event, Victoria’s Secret is there for you. In the company’s 2016 Sport TV Commercial, Victoria’s Secret markets sports bras to young women across the nation, as the company continues its prominent influence in the fashion industry. The reason behind the Victoria’s Secret ad’s success is through its strong use of pathos and ethos, although the ad lacks logos.
To do this, Nike appeals to the audience’s emotions by getting into your softer side by making the commercial animated and opening the audience to not only male soccer players but to everybody. The video was about 5 minutes long and it was trying to tell you a story that you can relate too. Nike uses a classic story of failure and then success type of story that many advertisements use to appeal to peoples’ pathos appeals. They also used pathos with the music in the background. When the mood changed in the video so did the music in the background to get the viewer more engaged.
Nike is one of the most iconic and influential companies in the world, and its advertisements can be found anywhere in the world and across every medium. In one of its most recent ad campaigns, this athletic juggernaut tackles the issue of equality, a struggle that has existed throughout the history of sports, just as it has existed throughout the history of this country. The Nike advertisement “Equality” is a black-and-white video featuring superstar athletes from various sports that incorporates several elements and techniques illustrating the use of logos, ethos, and pathos to create a powerful and moving message. In this ad, Nike demonstrates that there is no need for a so-called diverse world of sports because once people are playing a
Nike draws in peoples’ attention and gets viewers to agree with them and buy their product with the help of these three factors. Nike is a very successful company because of how they draw in their audience and display their commercials using ethos, pathos, and logos. The company Nike just celebrated their 25th “Just Do It” anniversary. The commercial is filled with
Whenever I say nike, most people would think of the shoe nike. But did you know that Nike was A Goddess? Yes nike is a goddess!!!! She is the goddess of speed strength, and victory. Many Greeks prayed to nike for strength and victory.
Lastly, the logos are very effective in persuading its audience. Although, Nike presents the advertisement as factual the advertisement doesn’t use any statistics or facts and numbers, but use the speaker and the boy to make a logical appeal to audience. The speaker, Tom Hardy, makes the advertisement argument sound very factual when he tells the audience that we can all achieve greatness, and it’s not some rare DNA strand— you just have to do it. By saying so the audience now has this idea planted in their head, and can inspire the audience to do it when they realize it. The boy again, also plays a role in this logical appeal.
People are going to desire that same shoe or product. Nike creates a idea in the audiences mind to go get the shoe that the celebrity is wearing. Nike draws consumer in with role models. Nike ethos is very effective towards the
The “What Girls Are Made Of” Nike advertisement is inspired by a popular Russian song titled, “What Girls Are Made Of.” Judging by the title, the commercial is clearly geared towards girls, more specifically girls who are interesting in athletic activities and sports. While Nike’s objective is to sell its sports wear, it also sells an empowering message that defies stereotypes through the effective use of rhetoric. To begin, the advertisement begins in the setting of a stage and a large audience listening in agreement as a little girl in yellow charms, “Girls are made up of flowers, and rings and gossip and marmalade.” These are just few of many belittling stereotypical descriptives for a girl.
The credibility of the ad comes from the world class known players in different sports like Neymar in soccer, Selena in Tennis, and Nyjah in skating. Consequently, the argument displayed by the company shows that humans are unlimited; all the opportunities for us to be the best in something are in front of us by hardworking and believing in ourselves. This way, Nike grabbed the hearts of inspired people who stood up for the call, and they will probably use their equipments to play their favorite sport. In my opinion, Nike “Unlimited You” was one of their best ads logically and reasonably; the numbers on YouTube show that this is their most viewed ad and it is one of their most recent as it was uploaded on Internet one month ago!
Intro Shoes have always been around since the dawn of time. There have been many designs come along with this as there is so many different shoe designers who create shoes. Everybody has there own taste on what type of shoe they like and what feels more comfortable to them. This is exactly what that website is aimed to do so if you want to know what shoe for playing basketball or even just a casual shoe to wear, this is the right place for you. Back in the day shoes were not made intended to be high quality but more of a necessity.
Nike has sustained positive revenue in a worldwide market focusing on a healthy and active lifestyle. For the past 3 years Nike has gained a gross profit ratio of 8.73% in fiscal of 2013, 10.28% in fiscal of 2012, and 8.28% in 2011 . Thus showing the financial power Nike has, well the firm holds a net income of 2.5 billion in the fiscal year of 2013. Nike’s largest product category is footwear, representing over 55% of the companies revenue. Nike uses their financial resources ability to obtain large advertising plots, whether it is a commercial on television, advertisements on the Internet, or product promotion in athletic facilities.
Many advertisements, TV shows, pictures, movies that use the American Identity to draw attention. One such advertisement comes from Nike and is called the equality ad. This advertisement uses some of these identities to express their point and connect it to a larger Identity. The Nike Equality advertisement portrays the American Identity of equality by using famous figures, battling stereotypes, and connecting to the Declaration of Independence.