Nike Sportswear and Athletics Brand

INTEGRATED MARKETING COMMUNICATIONS INTEGRATED MARKETING COMMUNICATIONS INTEGRATED MARKETING COMMUNICATIONS 7 7 INTEGRATED MARKETING COMMUNICATIONS Name of the student Name of the university Author’s name Introduction: Nike is considered as most successful brand in sportswear and athletics that established its identity in the global business market. The progression of the brand has observed in different corners of the world since Phil Knight as well as Bill Bowerman together established the company in 1962 (Frost 2019).

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Name of the student
Name of the university
Author’s name

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Introduction:
Nike is considered as most successful brand in sportswear and athletics that established
its identity in the global business market. The progression of the brand has observed in different
corners of the world since Phil Knight as well as Bill Bowerman together established the
company in 1962 (Frost 2019). The official website of the site is www.nike.com where they
provide information regarding different campaign. The ultimate goal of the company was to
supply high quality and low cost sports to American consumer for breaking the monopoly of
Germany in this industry. While Nike products can be used by the consumers of any ages, for
the most part Nike primarily targets consumers are between the ages of 15-40. This paper will
provide.
Reflection and analysis of the influencer’s communication activities:
Nike is considered as one of the most successful brands that draw high revenue every
year. Nike brand mainly deals with three types of products such as accessories, appeals and foot
wares. When Phil Knight and Bill Bowerman together established the company, 200 pairs of
shoes were shipped in that year. The company manufactured their own soccer’s shoes in 1971
which further named as the sportswear with the name of the swoosh trademark. Over the one
year, Nike Company has extended where they manufacture and distribute the maximum sport
shoes globally at a affordable price.
As a leading brand, the success of the Nike is solely because of the digital marketing
strategy of the band which is supported by effective advertisement. Nike use all major
platforms such as Facebook, Twitter, YouTube, Intstragram and LinkedIn for their campaign. the
brand's primary Instagram account is the second most followed with 77 million followers with

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their fan page of Facebook Each of the campaign of the Nike brand tells a different story and
take the audience to another journey. Nike communicated with their consumers through their
official Facebook and instagram, twitter profile. In the first week, Nike dominates Women's
World Cup social media engagement with newest ad which was posted in the instagram account.
In this contest, Nike had 51.3% share of voice in last 30 days and victory of US
women earned a cumulative 323,000 shares as well as likes from 20.5 million viewers. While
designing the campaign, Nike used four principles of integrated marketing communication
which is being customer centric. The primary aim of Nike is to find out what population wants
and through this contest as a marketing strategy, Nike had attracted significant number of
customers. While Nike initiated this campaigns through perusing newspaper and magazines ,
majority of their promotional tool comprised of participation in different contests ,

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sponsoring different events , especially sports events , indicating that Nike relied on not only
online marketing but also on the offline marketing which provide the opportunity of
communication. The unique marketing strategies of Nike had been reflected in the second
week when Nike and Gillette together collaborate participated in the social justice movement
where they sponsors the social justice movement conducted by millennial. While Gillette
participated in movement in order to bring more customers as their target population is men,
Nike participated in this social justice movement by maintaining an athletic emphasis in their
social cause and successfully engaged the potential customers through aligning social issues
with their brand. In this campaign, Nike has demonstrated two major principles of integrated
management communication such as consistency and Interaction. By following this principle of
interaction, Nike response to the concerns of the millennial by delivering powerful messages of
social justice. Consequently, they spend money on crucial public concerns and engage major
groups of consumers (Sanders et al., 2017). Different newspaper and posts uploaded by digital
media helped Nike to attain the favorable attention and with the collaboration another most
popular brand, Nike able to spread awareness of social justice amongst millennial and able to
gather feedback from the customers as many of the consumers did not understand the purpose of
connecting public issues with well-known brand. In the third week, Nike and Stone
Island have collaborated in a golf capsule right in time, which is slated for a global release later
this week.

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Along with this, further detail has been shared by the collaborators about the construction as well
as the special fabrication used for crafting the two item series (Muñoz, 2019). The two-piece
assortment incorporates a jacket as well as crewneck which combine the performance properties
of Nike with Stone Island’s knack for innovative fabrications. Nike have made the jackets with
3 layer fabric dubbed with Raso-R 3L, that includes an outer shell of cotton satin raso, a water-
resistant as well as windproof membrane along with a nylon backing (Taylor et al., 2015). The
style is lined with a Nike Hyper adapt panel in stretch jersey that is intended to help with
ventilation (Tuten & Solomon, 2017). Nike is conducting the campaign in order to attract the
attention of the consumers towards a range of highly comfortable garments. The range has been
launched on 25th July in selected Stone Island stores along with the web stores of label (Nufer,
2016). Additionally the range has been launched in Nike lab locations as well as its websites.

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Conclusion
From the above discussion, it can be concluded that Nike is highly efficient in social
media. Nike is one of the most successful brands in sportswear and athletics that established its
identity in the global business market. Nike markets and advertises its products from its own
official websites along with popular social media platforms like facebok, Instagrm and others. In
the first week, Nike dominates Women's World Cup social media engagement with newest ad
which was posted in the Instagram account. In the second week when Nike and Gillette together
collaborate participated in the social justice movement where they sponsors the social justice
movement conducted by millennial. In the third week, a collaborative campaign was conducted y
Nike along with Stone Island.

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Reference
Frost, S. (2019). Nike In Politics: How Political Consumerism Impacts Corporate Social
Responsibility.
Muñoz, J. C. (2019). How Nike’s" Dream Crazy" Campaign used Social Issues to Profit.
Nufer, G. (2016). Sports events and social media marketing.
Sanders, W. S., Phillips, S. G., & Alexander, C. (2017). “Native” Advertising: An Evaluation of
Nike's N7 Social Media Campaign. American Indian Culture and Research
Journal, 41(2), 43-63.
Taylor, C. L., Shih, A., Yonker, S., Eckert, B., & Baechler, E. (2015). U.S. Patent Application
No. 14/494,224.
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.