A Detailed Analysis of Advertising Slogans: Nike vs Adidas

This essay provides a comparative analysis of the advertising approaches employed by Nike and Adidas, focusing on their respective slogans. It examines how Nike's "Just Do It" and Adidas's "Nothing is Impossible" have contributed to brand positioning and customer engagement. The analysis covers the origins of these slogans, their impact on consumer awareness, and their role in fostering brand loyalty. Additionally, the essay explores how these slogans align with the companies' core visions and marketing strategies, highlighting the importance of simple, memorable mottos in effective advertising. The paper also touches upon the significance of understanding customer preferences and industry trends in crafting successful advertising campaigns. Desklib offers a variety of similar solved assignments and study resources for students.

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ADVERTISEMENT APPROACHES
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INSTITUTION
COURSE
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The Advertising
The method the firm uses in its advertising will predict the success of the firm. The
persons involved in advertising should understand their role in advertising by using a
comprehensive communication strategy where the customers can quickly get the information of
the to advertise easy and the fastest time possible (yang et al, 2018, pp.7). The big companies
have slogans or strap-line to promote their brands to customers. The individuals involved in
branding slogans of the firm should possess the following features: communicates effectively,
team leader, understand the trends in the advertising industry, be aware of boundaries in the
advertising industry and many other.
The Nike’s positioning used the brand’s slogan called “Just Do It” as their basic
trademark component of their brand (Keller,2015, pp. 150). It was coined in 1998 in an adverting
agency meeting where Dan Wieden came up with the slogan. He wanted a slogan that will
accommodate every level of customers in their firm. He thought of a slogan that will be simple,
and everybody understands too. Dan Wieden then came up with the slogan “Just Do It” which
were the Gary Gilmore’s last word. The slogan acted as a communication strategy whereby the
consumers can quickly get in touch with the organization. The Slogan enables the firm to make
the consumers aware of their commodities that will allow them to choose the right goods
depending on their preferences. The practice will let the firm to be accountable as there are in
touch with consumers who provide feedback to the firm.

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The Adidas Slogan
The Adidas company was foundered by Adi Dassler as a shoe company to support athlete
in their day to day activities in their fields as a core vision of the company (Mahdi et al, 2015,
pp.168). Adidas was creative in a way that his objectives were as follows: To produce the best
shoes than their competitors by branding their shoes in all tastes of their customers from the
shape, color, and even size. He had an idea to produce shoes of lower prices lower than that of
their competitor to have many customers. Then he thought of creating shoes that protect the
athletes from injury and finally make the boots durable.
The Adidas company came up with a slogan “Nothing is Impossible” as their brand’s
Slogan and positioning. This positioning leads to brand endorsement by many customers around
the world. The “Nothing is Impossible” Slogan was associated with Muhammed Ali who used
this slogan during his career as a boxer. Ali made the slogan known by many in the world mostly
his fans leading to growing number of customers in the Adidas firm. The “Nothing is
Impossible” was closely used with “Forever Sport” that acted as a motivating factor for athletes.
In the year 2013, the Adidas firm came up with another slogan “Adidas in All in” which
complement all other slogans. Adidas’s slogans were advertised through many forums to get to
consumers. The advising made the consumers aware of the commodities of the firm. The slogan
and advising enabled the firm to be in touch with customers where they receive feedback and
query. “Nothing is Impossible” Slogan was associated with Muhammed Ali who used this
slogan during his career as a boxer which Adidas used as a marketing plan.
The above slogans have proved that different firms use the different motto in branding
their commodities and their positioning (Brace, 2018). The essential factor to consider in the
slogan creating is the knowledge of the individual coming up with this slogan. An effective

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slogan should be simple to understand and remember to enable the spread of the motto to many
customers as possible (Eriksson and Kadefor, 2017, pp. 451). The motto of an organization
should strive to make the customers more satisfied to increase the image of the firm and to lead
to more profit in the organization.

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Reference
Brace, I., 2018. Questionnaire design: How to plan, structure and write survey material for
effective market research. Kogan Page Publishers.
Eriksson, T. and Kadefors, A., 2017. Organizational design and development in a large rail
tunnel project—Influence of heuristics and mantras. International Journal of Project
Management, 35(3), pp.492-503.
Keller, K.L., 2015. Brand development processes and planning. The future of branding, pp.149-
176.
Mahdi, H.A.A., Abbas, M., Mazar, T.I. And George, S., 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),
pp.167-177.