Nike does it right. By this point, anyone with ears and a semifunctional brain knows that Nike isn’t exactly the most politically correct company. They use slave labor and do a horde of other things that good books will explain to you. Nonetheless, they are probably the success story in corporate branding. When you think shoes you just think Nike.
They have accomplished this through years of quality advertising and the work as of late has been astounding. We may be sick of the basketball dribbling commercial, but you’ll never forget it. Nike continued this storied tradition with a new ad called Move. It is a 90 second piece that creates a montage of Olympic sports. Sounds generic, but the style is beautiful. Sports are woven together and it screams elegance. If I were a network I would demand this quality in commercials because I didn’t even think about channel surfing.
Nike as business: not so good. Nike as art: perfect 10.
02/11/02 10:25 PM
shouldn't you rephrase Nike as art to Nike as commercials? Nike has a swoosh for a logo. we all read JP's paper on swooshes...they suck.
02/11/02 11:18 PM
i think your comment about "years of quality advertising" is crap. though their advertisements are compelling, one of the main reasons nike has attained its status is not through advertising, but through manipulative strategy regarding certain demographics and sports. that is, bringing loads of the newest nike shoes into inner cities and dumping them of the basketball courts. low-income african americans and hispanics pick up the free nikes and presto. nike execs have admitted that their shoes are not a success until inner city kids say so.
02/11/02 11:19 PM
A good point roomie, but Nike also helped pioneer the swoosh. JP talked about how the swoosh is being overused and has become a crutch. Nike built the crutch. Also, Nike's product line is usually designed well or at least interesting. So I stick to Nike as art.
Kara, you are definitely the authority here and I think you're right. I stand corrected. Regardless, I think that Nike has awesome marketing.
04/11/03 8:45 AM
Get some facts.
How about:
Nike as
-"sell out"
-brand myth
-consumer sodomy
-minority pimp
-imperialist
or
"just overprice it"
whatev.
06/13/04 6:59 PM
There are lees to every wine. (c)