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January 22, 2021

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Introduction

The NIKE advertising is part of Nike's campaign "just do it" and speaks about racism. In

many years, Nike's iconic "Just-Do-It" strap has been key to many celebrities, as the brand is

revered as one of the industry's most innovative marketers. Nike and Apparel Company are the

world's biggest sports football. The high-performance sporting apparel of Nike is primarily

directed at professional athletes. According to the brand, Nike's technologies, merchandise, and

services aimed at improving athletic ability. Nike has also quickly taken advantage of social

media opportunities to interact with a broader user base to link new hi-tech gadgets with social

media sites. The power of customer communications is enormous because, with one click, they

improve the exposure, create customer experiences and give the business the ability to gather

information about customer choices and preferences. It also provides endless opportunities for

the segmentation and differentiation of goods, the foundations of any marketing

strategy[ CITATION Fly15 \l 1033 ].

Target Audience

Women are a key part of the target market of Nike. The segment of women's education

grew faster than the segment of men's learning. To ensure future success, young athletes now

form an essential part of Nike's selling strategy, particularly in categories like football,

basketball, and running. Even Nike's objective market comprises young athletes. The product

range of the company focuses on the target premium market. It includes casual and sporty, but

not necessarily high-performance, clothes, and soccer. In North America, Converse, in particular,
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has lost ground to brands such as Vans. Action Sports like surfing and skateboarding are the

target market for Hurley.

Demographic segmentation is a factor Nike uses to reach people by age, lifecycle,

gender, work, and generation. While the market can be wide for clothes and sports, Nike is

mostly targeting customers aged between 15 and 40 years. The business gives equal attention to

men and women athletes and reflects increasingly on the development of long-term brand

engagement for teens and young people. Nike addresses this category by using marketing

campaigns to promote younger adults to be like their athlete idols. Nike does not target race,

religion, or social class-driven consumers. The high cost of goods of the business; however, sales

and education are used as target variables. The main target demographic in North America is. In

the last five years, Nike's share of North American profits has fallen, with foreign sales

increasing. Nike also has a far stronger dependence on Northern American sales from the VFC

Corporation, VFC Corporation (VF), and Lululemon Athletica (LULU). The major markets of

Nike include North America, Western Europe, and China. Nike's marketing activities are

primarily based in these geographies on urban areas that have high markets [ CITATION

Mah15 \l 1033 ].

The athletes are Nike's biggest target audience. Nike lists athletics as one of his main

innovation priorities in a new market analysis. Nike products each have different target markets

according to the company's market summary. Athletes selling similar items such as slippers,

athletic equipment, and apparel are the biggest Nike brand. The Converse, Inc. Company

promotes more casual merchandise, which is characterized as customer-oriented. In China and

Western Europe, the organization aims to reach various customers more actively, including

women consumers and consumers.

Themes in the Advertisement

Nike's strategy for digital media is backed by incredibly successful advertising. The

business does not only offer goods; they also sell the products emotionally. In short, the

expectations are sold. In some of its campaigns, the company shows the promoted product to the

viewer. Instead, they attract the passions. Nike Inc. introduces new goods in target markets

through targeted marketing. The new goods are also highly publicized. However, to create a

larger impact, the corporation hires salespeople in the target market segments to approach those

businesses or individuals. Athletes' relations with social rights are influential subjects. There are

also several different themes and strategies in this commercial, such as people's thoughts and

values. The strongest stories that emotionally provoke the most are the secret to Nike's publicity

growth. Leading sports figures who earn support and publicity from all over the world promote

this brand. The material of the videos of the brand names was launched online[ CITATION

Zaw17 \l 1033 ].

The technical revolution dominates today's era. The technology has evolved to the degree

that social networking sites achieve everything. A lot of information and entertainment is

contained in social media. Also, exposure is often likely to be seen by as many users as possible

on digital platforms. Videos, images, portraits, and textual material are accessible on digital

channels. Nike believes that digital ads will help the company achieve more fame. By widening

the marketing of goods, it would improve the company's revenue and benefit. The term 'Just Do

It' was the most common and familiar phrase in advertising history. Walt Stack made the first-

ever publicity featuring this title at the age of 80. As he has run over 62,000 miles in his life, he

becomes an iconic part of the running culture in San Francisco. This commercial was later the

flag carrier in Nike's ad campaigns.

Sociological Aspects

Nike must be willing to deal with numerous social and cultural factors pervasive as a

global business. Nike had problems with suspected sweatshops or strikes of salary or fair and

stable working conditions among employees. Besides business attributes, lifestyle changes in

clothing wear or fashion habits constantly evolving are elements that alter the business's returns.

Moreover, Nike is the leading mental brand and is critical of minor social media problems that

would not otherwise pose a crisis. Nike's commitment to society is highly respected as part of its

CSR operations, strengthening its brand value.

There are cultural aspects that have a positive or negative impact on business. Factors

such as age, demographic trends, rural-urban migration, literacy, recreation, evolving habits, and

the role of sex are all part of them. These factors are specifically related to the demand

opportunity and consumer requirements. Nike enjoys a smooth social climate. The company

targeted athletes and their desire for affordable quality shoes. Customer market trends and

demands for cost-effective sporting products of high quality and shifting habits have increased

the product transition pace for consumers. There are some aspects of sociological in this

advertisement:

Consumers Becoming More Brand Conscious

Many people around the world have been aware of the brand. The quality and stature are

associated with Nike, Inc. The company of Nike, Inc. expanded in this growth in market

recognition. They became the first company in the clothing and fashion industry to incorporate

creativity. The convergence of style and technology-led Nike, Inc. to flourish, which continues to
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this day. Compared to the Swoosh emblem and its slogan, "just Do it" is very famous and well

known worldwide[ CITATION Eya20 \l 1033 ].

Consumers Becoming Health and Fashion Conscious

The number of people who attend the nearest fitness facility every year grows

exponentially to preserve their health, body, and physique. Indirectly this improvement helped

Nike, Inc. improve revenue by buying sports shoes and clothes. Customers also mix lifestyle and

leisure with Nike, Inc. They, too, would like to buy products from Nike, Inc. This brand

recognition would benefit Nike, Inc. in the long term.

Increase in Female Consumers

In the next few years, Nike, Inc. has built a crucial plan to expand its market by

concentrating on women consumers' rising number. Nike has announced a new strategy in the

production and marketing of footwear to the increasing number of women sneaker fans. It

consists of an expansion, one-size-fits-all design on some of its classic Jordan models and

exciting designer collaborations, a campaign for further deals with female brands, and Nike

Unlaced — a women's retail concept.

Working Conditions at Factories

In the factories, especially in Asian countries, Nike Inc is constantly accused of unsafe

working conditions. It was recorded that since the 1970s, he has used sweatshops to make

footwear and clothes. Initial denials by the authorities and Nike, Inc. made the world's reputation

even more confusing. Nike, Inc. developed the code of ethics for their factories during the 1990s

with established safety, safety, best salaries, and overtime limits. In the factories, the working
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climate has since changed. Consumers still want corporate responsibility in their

businesses[ CITATION Cha20 \l 1033 ].

Conclusion

It is concluded that Nike is a brand that has been excellent over the years in the world

markets. Even after years of existence, their advertising campaigns are impressive and worthy of

revisiting. Users will find that some of the most memorable commercials never specifically

advertise any Nike product when walking by various Nike Advertising Promotions. Without

directing their goods to sell, they use their ad campaigns to generate demand for their products. It

plays a key role in ensuring his place in his customers' hearts, minds, and souls. To create a

competitive presence in the industry, Nike uses this tactic to reach growing numbers of people

interested in its products, thus maximizing its loyal consumer base.

References
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Eyada, B. (2020). Brand activism, the relation and impact on consumer perception: A case study

on nike advertising. International Journal of Marketing Studies, 12(4), 30-42. Retrieved

from http://www.ccsenet.org/journal/index.php/ijms/article/view/0/44136

Flynn, P. (2015). Nike marketing strategy: A company to imitate. Accounting, 14, 1-19.

Retrieved from https://scholarsarchive.library.albany.edu/cgi/viewcontent.cgi?

article=1013&context=honorscollege_accounting

Mahdi, H. A., Abbas, M., & Mazar, T. I. (2015). A comparative analysis of strategies and

business models of nike, inc. and adidas group with special reference to competitive

advantage in the context of a dynamic and competitive environment. International

Journal of Business Management and Economic Research, 6(3), 167-177. Retrieved from

https://www.ijbmer.com/docs/volumes/vol6issue3/ijbmer2015060302.pdf

Zawawi, N. H., & Razak, W. R. (2017). Advertising practices: The Case of Nike, Inc.

International Journal of Business and Management Invention, 6(5), 45-47. Retrieved

from http://www.ijbmi.org/papers/Vol(6)5/version-1/G0605014547.pdf