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Just do it
“Just do it” does not only belong to Nike any longer. It belongs to everyone now. This campaign slogan encourages people to “keep moving”. “Just do it”, I think, has become a sign, a mativation and a spirit to urge people to create chances, to catch opportunities, to overcome difficulties and to realize dreams. Whatever you think of or no matter how difficult it it, just do it and believe you can do it.
You will see Nike on children, on the youth and on the elder from common people to president. The American new president Obama is a right Nike fan. He usually has Nike series products when he plays basketball or goes on holiday.
As we know, the new elected president was a good basketball player during his grammer school days. He once said that he is one real basketball fan. You will see he is always armed with Nike series when he plays basketball or does outdoor sports
During his election campaign, he once wore a Nike T-shirt when he mobilized his supporters on August in Hawaii. Nike’s spokesman, Charles Brooks, claimed proudly that they never bribe as Obama and they were very glad that Obama had this good choose. In fact, Obama’s team once campaigned his election by using Obama Force One sports shoes which is almost the same with the Nike Air Force One except the sole posted with Obama’s portrait.
However, the First lady seems to like Adidas more. It is said that when she chose schools for her daughters, she wore a pair of Adidas shoes.
Headquartered in Beaverton, Oregon, Nike Inc. is the world’s leading sporting goods manufacturer. It manufactures sporting goods all-inclusively: clothing, footwear, sporting equipments and so on. In 2002, the company’s operating income reached $4.98 billion, increased 2% compared with 2001.
Nike’s impressive performance proves what its founder Bill Bowerman said: “As long as you have the body, you are an athlete. And so long as the world has athletes, Nike will continues to develop and grow.”
As a sporting goods manufacturer, Nike’s advertisement campaign goes very well and we can say this unique promotion gets a overwhelming victory, making Nike known everywhere. Nike invites many sports superstar for his campaign, and consciously it ducks people into the spirit of sports. If you are a sport lover, you will choose Nike shoes because Nike is a sign of sports in your brain. Nike has delveloped its Nike Basketball team by inviting basketball stars in propeaganda. You never know how many people on earth are crazy about NBA and its stars.
To NIKE, simply designed and low-technology Nike Dunk Shoes is a pair of cross-century shoes. When it comes to technology, we may not think Air Dunk is one of the most primitive one. However, the correct order is, in order to defeat its old opponent Converse, Nike launched the Air Force 1 (the first dual-air-cushion shoes) in 1983 and it won a big market. Its stocks also rised at the same time. But when Adidas came back in 1985, great changes happened in sports production market. Nike was facing the most serious financial crisis at that time, and its stock prices fell more than half in the same year. In order to reverse the bad trend, Nike made a world surprised decision. It signed on a huge new super-Michael Jordan for his campaign. Nike designed the first signature shoes-Air Jordan One from its old Air Force One . Soon all the top school teams strongly demanded to have their own team shoes, which is the reason why Dunk came. Dunk had eight totally different colors selling at that time, representing NCAA’s eight top teams such as University of North Carolina, University of Arizona and University of Arkansas and so on. In fact, Dunk’s design is based on the Air Jordan 1. It has an excellent grip performance and space sense to ensure that those outstanding players can move stably and leggiero in the field. This is definitely perfect. Dunk’s popularity in the 1980’s is absolutely not an accidental.
In the 1990’s, the new street culture becomes popular in the United States. Nike had not satisfied its success in common sport market. It decided to expand its products multi-sourcely and set foot into X-GAME. In the street culture and sports brands, Nike was only a second-rate brand at that time. NIKE realized that campaign in the street sports needs not only good quality and top technology but also great publicity . So it decided to use its basketball’s strategy, that is, to invite celebrities to campaign its products.
At last, NIKE selected the most common and popular X-GAME: SKATEBOARD as a start point to enter the street culture. Nike signed the very famous skateboard team-Zoo York on as its spokepeople in the skateboard market. But problems appeared after its good publicity strategy. In the high-tech aspect, Nike had URL and E-CUE. These two professional skateboard shoes use the latest Zoom Air Square sole technology, which enables users to sense the shock absorber effect of AIR more, as well as the latest wear-resistant materials and breathable material. It aimed to professional level skateboard athletes. However, no low-end products, Nike was immediately aware that the very consumers should be those common consumers, who occasionally engage in skateboard as entertainment but need few skills as the professional when playing.
These consumers focus on practicality and fashionable style. At this time, NIKE saw the success of Air Force One in the retro market. To market life expectancy, AF1 was on its way to the end, but Dunk was still not fully developed. NIKE’s designers intended to launch an improved version of the DUNK to fill its niche market in the skateboard sector. Then comes today’s Nike Dunk shoes.
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