Nike, Inc., also known as Nike, is an American athletic footwear and apparel company. Its headquarters are located near Beaverton, Oregon, and it is the world’s largest supplier of athletic shoes and apparel. It’s also a major manufacturer of sports equipment, with revenue in surplus of US$46 billion in its fiscal year 2022.
In case you didn’t know, Bill Bowerman and Phil Knight founded the company on January 25, 1964, as “Blue Ribbon Sports.” It officially became Nike, Inc. on May 30, 1971. The name came from the Greek goddess of victory, Nike. According to sources, it employed 83,700 people globally. The brand alone was valued in excess of $32 billion, making it the most profitable brand among sports businesses.
Nike, the iconic sports brand, has successfully transformed itself from a shoe company into a cultural phenomenon. Its masterful use of public relations (PR) is a cornerstone of this success. Nike’s PR strategy has been instrumental in shaping its brand identity, fostering emotional connections with consumers, and driving sales.
Nike’s Strategy? To Build a Brand Through Athletes
What are the most effective PR strategies for Nike? It’s athlete endorsements. They have a long history of partnering with the world’s most celebrated athletes, starting with Michael Jordan and Serena Williams. Not only did they elevate the status of the athletes, but they also improved the brand image of Nike.
They are good at identifying and sustaining young talents, thus creating icons like LeBron James and Cristiano Ronaldo by investing in their careers when they were starting. Since they invested, the PR team crafted a storyline through the athletes. These stories were about overcoming adversity, achieving greatness, and inspiring others, which resonated with or built a connection with consumers.
Refining the Culture of Innovation
Nike became the leader in sports innovation through strategic PR. They create excitement and anticipation whenever they have a new product launch.
Product launches by Nike have become a major event by having exclusive releases, limited edition items, and high-profile collaborations such as Apple, Beats by Dre, and CLOT. Their partnership with Apple has led to the creation of the Nike+ Run Club App, which has helped them be the leader in the digital fitness space.
Additionally, by highlighting the technological advancements behind their products, they established themselves as a cutting-edge brand.
Sustaining the Brand through Social Media and Influencers
Nowadays, social media has become a powerful medium for building and sustaining the reputations of brands. Nike has mastered taking advantage of social media to interact with buyers and make noise.
They encourage their buyers to share their experiences with Nike on social media. This produces user-generated content, and this helps them create a community that enjoys or has a good experience with the brand.
Furthermore, they collaborate with influencers, which allows them to reach a wider audience and go into new potential target markets. An example of an influencer would be Erling Braut Haaland, who plays for Manchester City and Herrelandslaget in football.
How They Handle Crisis
Just like other brands that face crisis management, Nike demonstrated their ability to handle crises efficiently, enabling them to preserve the brand’s reputation.
When there are controversies, they have always been swift and transparent with their responses to address the issues. They also maintain open communication with stakeholders. Additionally, they focus on values that the brand has frequently emphasized, such as its obligation to be socially responsible, which helps diminish the negative impacts.
With the power of Emotional Connection
They were also successful in providing an emotional connection to their consumers by telling inspiring stories and creating aspirational campaigns.
What they’ve done so far is empower athletes and consumers. Their messages often focus on empowerment, inspiring people to push their limits and achieve their dreams. They also celebrate diversity and inclusion by making significant movements in promoting them to resonate with a wide audience.
To sum up the article, Nike’s PR strategy consists of storytelling, innovation, and making authentic connections. By continuing to deliver the brand’s promise, Nike has solidified its place in the sports industry as a global leader. Since the world of sports and marketing continues to change and enhance, the brand’s ability to adapt and innovate will be important to their success.
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