Summary

Summary : What makes Nike’s advertising tick?

During his career as co-founder and former Chief Executive of Nike, Phil Knight tried several advertising for raise and globalize the company.

The first advertising was to show the star Ilie Nastase, tennis’ player, and his attitude. After this publicity, Nike had a large growth and it became the number one trainer manufacturer in the U.S. The company met some difficulties and lost the first place by Reebok in 1986 because it didn’t touch the general public with the image. The definition wasn’t clear because it said that was more attitude than sport.

Knight decided to try something else so he put the Beatles track and use Michael Jordan in his publicity. The basketball’s player is the new spokesman for Nike. After this huge change, he decided to globalize with posters’ campaigns around the U.K.

Later, he made a team with the agency Wieden & Kennedy. This partnership is been going on for 21 years. This association between mister Knight and Wieden & Kennedy made a real power on market. They took risk and changed strategies often but now is " One of the world’s best ad agencies." Together, they won " Cannes grand prix". They find also others stars for the company’s image : Pete Sampras and Andre Agassi, tennis’ players, Tiger Woods, golf’s player and Brazil’s team, soccer’s players.

Today, Phil Knight takes the best athletes for sell the product. The stars adapt Nike in their sport. They show us than they use that brand. Michael Jordan is the best example as spokesman for Nike. He made a big growth for that company.