Nike's Promotional Campaign: Targeting NBA Fans and Customization

This report examines Nike's marketing strategies, focusing on their promotional campaign for Stephen Curry shoes. The company employs direct marketing, targeting sports enthusiasts, particularly NBA fans, through customized shoe options. Nike aims to build brand loyalty by allowing customers to ...Read More

Business Management

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Nike Goes Golden!..........................................................................................................................1

Nike Goes Golden!
13 April, 2019
With the upcoming Play-Offs, the cheers for favourite teams, be it of Western
Conference or Eastern, can be seen among children, adults and the elderly all the same. The tug
of war between the best of the best is about to begin and Nike thought to take it a little more
higher! The company has been known for its creative promotional strategies and customization.
Nearly three-fourth of the NBA players are signed to Nike on a contractual basis. In 2013 season,
the company was unable to retract NBA Superstar and a member of four-time NBA Champion
team Golden State Warriors, losing none other than Stephen Curry to Under Armour.
Stephen Curry has been one of the most influential players of NBA since his drafting
back in 2012! His shoes sell off like wild-fire and the sales are up by 350 percent which are only
expected to grow more until the end of the year. Following this, Nike has recently planned to go
in collaboration with Curry to promote an extended line of Stephen Curry Shoes through their
online customization portal called 'Nike by You'. For this purpose, the company aims to target
NBA fans in their promotional strategies.
Company use the direct marketing method for the promotion where they use for targeting
various market. Nike approach and promote their sports collection in the colleges and
universities. Companies marketing mix approach use direct marketing where they establish
strong relation through targeting young customer and encourage them to purchase their latest
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collection. Through direct selling, company communicate with target organisation such as
schools, universities where they promote their sports collection and make loyal cutomer. Because
in this age group customer frequently purchase shoes and they love sports too. So it the best way
to promote their products among the consumers and develop their brand loyalty through
providing customize options.
Nike adopt latest marketing strategies where they provide customize shoes to their
customers including men, women and children. It includes different types of stitching that would
allow the purchasers to have their personal marks to be included letting them associate with the
brand on a more deeper level. This move comes after the company decided to become more
involved with their target audience. Being a sports brand, Nike believes in unified growth and
team spirit. What more can be unifying and motivating than letting their customers feel the same
uniqueness that is felt by their beloved Basketball players.
To be more precise, Nike will be providing facilities to their customers to order
customize shoes with their name. Along with this, the user would be able to print their favourite
jersey numbers on their shoes. These customized shoe line will be available in the US, UK,
Australia and Europe for now. However, they would be shipping them to other nearby countries
too. These unique features will attract the consumers who are a fan of Stephen curry, Golden
State Warriors as well as who are loyal for this brand. Nike is also planning to hold a
promotional campaign for this purpose where NBA followers would get to meet Curry and have
a one-on-one interaction with him. He would also be launching the products with an offline
model that would be easily available in the US and UK stores. The estimated Promotional cost of
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this campaign has been known to be around $2.5 million. Nike develop their advertisement
according to the features they offer positioning of their products is different because of their
brand ambassador. Sports lover defiantly love the collection of Nike they include the differer
features in their product line.
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