fashion essay

Tiffany Orlando Professor Jung FASH430 September 11, 2020

Why Nike is Still a Successful Brand

The article I read, “4 Reasons Nike is Still King of Branding” by Casey Lewis outlined why the brand Nike is still a well known, successful brand. Besides Nike using the highest quality of materials for their products, Nike also uses a handful of marketing strategies to promote their brand and make the Nike brand distinguish itself from others. The first branding strategy Nike uses is partnering with big names such as Michael Jordan, Tiger Woods, Cristiano Ronaldo, etc. All these celebrities give Nike an influx in sales, more than they already have, because people look up to these celebrities and want to use the same products they use. The second strategy Nike uses is leaving an impression on their audience. Nike is notorious for creating emotional, yet encouraging commercials that make it hard for their audience to forget. These commercials play on the audience's emotions, making them trust and respect Nike as a brand. Next, Nike uses the same message consistently: Just do it; almost everyone knows this as Nike’s slogan as well as Nike’s logo: the swoosh. Lastly, another great strategy Nike uses is partnering with schools/universities by providing uniforms for them such as helmets, pants, socks, etc, for sports such as football. By having the sports teams use Nike products, Nike gets another boost of publicity towards their brand.

In my opinion, the way Nike has gone about growing their brand makes them so successful in the fashion industry. Although their products are not really about fashion, but more about having comfortable, athletic wear, they still play a huge role in paving the way for other brands to learn from their branding strategies. In relevance to what we learned about why brands are so important, we covered that a brand can differentiate a commodity. In reference to the orange quote, this relates to Nike because a consumer can buy running shoes anywhere, but some choose to constantly buy Nike shoes because it’s a brand they know and can trust. Nike is persistently growing as a brand and from all the experience they’ve already received, they can only grow from this point on.

References Lewis, C. (2015, March 13). ​4 Reasons Nike is Still King of Branding​. Rhino Digital Media

Incorporated. ​https://www.rhinopros.com/blog/4-reasons-nike-is-still-king-of-branding