In 1980s, Nike products began to enter the homes of ordinary people (especially teenagers) from track and field and gyms. Nike must try its best to expand the appeal of Nike advertising without losing the traditional market of formal sports. For this reason, just like Levi's brand (founded by Levi's, the inventor of jeans, is the leading brand of jeans), Nike must become an integral part of youth culture and a status symbol.

Nike is fighting in two completely different markets. The problem it faces is how to achieve balance and consistency in adapting to public awareness and promoting sports achievements. Nike has begun to rethink its advertising strategy.

1986, an advertisement promoting Nike inflatable insoles is a real breakthrough. In the advertisement, Nike adopted a brand-new concept, instead of the usual method of blindly promoting the technical performance and advantages of products, but the famous song "Revolution" played by the famous representative and symbol of hippies. In the new rhythm of rebellion, a group of Americans wearing Nike products are crazy about sports.

This advertisement accurately caters to the changing wind and the new trend of the times in the newly emerging fitness movement, which makes people feel refreshed. Nike has always used magazines as the main advertising media to convey product information to competitors, but since then, TV advertisements have become the main "spokespersons" of Nike, which makes Nike advertisements more adaptable to the new development of its product market.

Nike's first breakthrough in expanding the market is the youth market. Consumers in this market have some common characteristics: they love sports, respect heroes, have a strong sense of idolatry, want to be valued, have active thinking, have rich imagination and are full of dreams.

In view of this feature of young consumers, Nike has successively signed contracts with some famous and popular sports stars, such as Cristiano Ronaldo, Drogba, Ronaldinho, Torres, Fabregas, Ibrahimovic, Robinho and Aguero. And shot many imaginative advertisements, such as the 20 10 South Africa World Cup promo "Kicking Legend" premiered in the Champions League final on May 22nd.

2. Corner column

Anta Sporting Goods Co., Ltd. (HKEx: 2020), referred to as Anta Sports, is a leading sporting goods enterprise in China, mainly engaged in the design, development, manufacture and marketing of Anta brand sporting goods, including sports shoes, clothing and accessories.

Anta: Anta is a brand of professional sporting goods for the public, focusing on providing the most cost-effective professional sporting goods for ordinary consumers.

In 20 17, the market value of Anta Sports exceeded HK$ 1000 billion, becoming a domestic sports brand with a market value of 100 billion and the third largest sports brand in the world.

3、36 1

36 1 Group is a comprehensive sporting goods company integrating brand, R&D, design, production and distribution. Its products include sports shoes, clothing and related accessories, children's wear, fashion and leisure. Founded in 2003, the Group has become one of the leading sports brand enterprises in China under the guidance of striving to become a respected brand model in the world.

On June 30th, 2009, 36 1 was successfully listed on the main board of the Hong Kong Stock Exchange with the stock code of 0 136 1 HK. At the same time, 36 1 adheres to the multi-brand line of the group, 20 1 1 year, and 36 1 brand is born. All along, 36 1 people have the brand belief of "love" for sports, enterprises and society.

Under the guidance of the core concept, we will make unremitting efforts to promote the development of sports in China and strive to become a respected brand of sporting goods in the world.

4. Xtep

Xtep was founded in 200 1, which is a large-scale sports fashion sporting goods enterprise. Xtep adopted differentiated marketing strategy, initiated idol artists to endorse sporting goods, and achieved unprecedented success. He is fashionable, avant-garde, fashionable, individual and free. Xtep has created a unique culture suitable for its own brand.

Fashion, avantgarde, freedom and rebellion interpret Xtep brand culture. High taste, high pursuit, strong innovation ability and vitality give Xtep brand core value. 20 1 1 sponsored La Liga Villarreal, becoming the first domestic brand to sponsor La Liga.

Under the guidance of "Sports Plus" strategy, Xtep hopes to take runners as the center, understand, guide and meet the needs of runners at different stages, build Xtep running ecosystem, and build a runner service platform that allows runners to "get in and get out". ?

5. The brand of sporting goods under Jordan Sports Co., Ltd. Jordan Sports Co., Ltd. is a leading brand enterprise of sporting goods in China, one of the top 100 enterprises in Fujian Province and one of the top 30 taxpayers in Fujian Province.

Jordan sportswear is one of the sportswear designed, developed, produced and operated by Jordan Sporting Goods Co., Ltd.

In addition to meeting the needs of professional athletes, but also to help the majority of sports enthusiasts better experience the joy of sports, Jordan Sports draws inspiration from sports and derives it into various scenes in sports life and daily life, and designs and manufactures a series of sports clothes to meet the sports and leisure needs of consumers.

References:

Baidu encyclopedia-sports brand