Nike Sportswear and Athletics Brand

Running head: INTEGRATED MARKETING COMMUNICATIONS
INTEGRATED MARKETING COMMUNICATIONS
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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 ,