Nike use image promotion strategy to be the No1

In this summer, 2012 London Olympic Games has become the headline of newspaper and TV programs. And many athletes have tried their best to win the game, become the champion and gain the gold metal. When pay some attention to the dress of the athletes wear, you will notice that the suit they wear combine many brands shoes combined Armani, Lining, Nike and some other brands. In 1984, Nike signed a five-year contract with Jordon, and regarded giving Jordon’s Nike stock and wrings his name "Michael Jordan" in the Nike shoes as the returns to him.

Jordan's total value every year totaled up to $1 million. This is five times of ADIDAS or CONVERSE who promised. The two firms have thought Jordan just a product spokesperson, but never thought that he would become a kind of market strategy and the core of whole sneakers and sportswear line. "Fortune" magazine has published a piece of article that Nike signed such a contract was a big mistake, because of its poor financial situation at that time. But the results proved that this contract was a "victory" transaction, this was largely thanks to Jordan, and he exceeded many people expected. We can say that Jordon had a great influence on the prospects of NIKE.

With Jordan’s vitality, prestige and highly competitive level and exciting sports spirit, Nike just could step out of the running shoes circle and made its further promotion. What does it mear? That is Jordon who made Nike more famous than before and became the focus of the News media.

In addition, Nike initiative adopted "Ambush marketing strategy". According to the experts’ thought, the effect of advertisements doesn’t depend on how much money you spent, rather on using the least money to get the most profit. So we can see that NIKE often played the advertising before and after the Olympic games which made people misunderstand that she was making propaganda for the Olympics games. In 1996, Nike didn’t become the partner of TOP.But it was in the Olympics park, Nike rented a parking lot, built theme park, and signed star to show, developed the various activities, and in the end it turned to be the biggest winner with the American people still thought it's Olympic sponsors.

Because of the different strategy the Nike company took, she beat other companies by occupying larger market share. Nike become more famous than before. At the same time, NIKE company don’t forget to develop its new products, especially on its nike shoes. We know Nike company launched a new series of shoes in Spring—Nike Air Max 2011. I think this series of shoes is what we expected. Not only on the designing style, but also the price, they all show the great advantage of the Nike shoes. We can say that once we were addicted to the beautiful Nike shoes, and we are fond of the NIKE shoes too in nowadays.






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