Evolving Marketing Strategies behind Nike’s Success

The Nike marketing strategy has emerged from their past footings that have helped it secure a renowned positioning within the industry.

Bill Bower man a track and field coach was the co-founder of Nike. He started designing a better stride for running shoes. He was the first among those who designed the shoe commonly referred to as “Nike Moon Shoe”. These shoes had a waffle sole and were distributed to athletes participating in the US Olympic Track & Field trials in Oregon. In 1974, the Waffle Trainer was launched which quickly turned out to be the best selling training shoes in America.

Constant innovation has been the essence of Nike’s success and helped it excel itself on the international podium


Their inventions in the past have paved their way to gain a strong positioning and to reap benefits in future.

The brand has strategically been able to place itself on the top by focusing on some key points:

  1. Putting Customers needs at top priority: Only the product and its benefits convince Customers (Masterman and Wood, 2006). The Nike shoes are able to bring a close connection between the products and devise them as per the needs of the customers.
  2. Framing strategies according to the needs: Previously the Nike consumers weren’t considerate about the better running shoes but rather they were more focused on getting themselves in shape. The emerging white-collar staff has helped pave the way for social activities that fostered promotion of cardiovascular health (Dooleand Lowe, 2008). The trend just ingrained from here and soon a new spark shone for jogging shoes.
  3. Selling good that render utility than just identity: The goal that instigated Bower man was to create light–weight running shoes didn’t create much appeal at that time. But the factor that vividly attracted the masses was the speed that a distant runner could absorb in Nike’s product. As a marketer it is important to ensure that one believes in the product it sells.
  4. Selling product that you believe in: Bower man’s aim was to promote the idea of sport in which he believed and not the prime idea of becoming a millionaire.


The marketing landscape has significantly evolved over the phase and so has the Nike marketing strategies (Levinson, 2007). It is also a matter of pride to look over how the brand has adapted itself to the changing trends and technologies without separating itself from its core identity or brand voice.


Nike has been able to voice its brand dominancy through social media platforms. They have been quick respondents to the emerging technologies and using them as a medium of communication to outreach its customers (Cui and Choudhury, 2002).

For instance,

Nike’s brand presence on Instagram and posting of motivational messages has  spurred their sales across the globe


YouTube is another media where Nike used hero content to commercialism their videos and reach the wide audiences through such commercials. Moreover, the customer’s interests that reveal their passion are expressed through the hub content.

Nike PlusAlong with publicizing on the social media networks, Nike has created its own platform Nike Plus. This online hub has been able to connect their wide base of customers to fuel Bands, Watches and Nike Plus Apps that help track the workout statics of an individual.


Nike’s brand strategy with its classic story of heroism and devious twist in their overall brand story instigates customers to indulge themselves completely with the hero and the villain.

Nike Advertising has been the most effectual emotional branding examples in the marketing world, which keep its customers intact by the masterful application of their branding systems (Till and Nowak, 2000).

To capture the hearts of the customers Nike commonly uses a hero archetype stories. Nike strategy for its brand is to construct a dominant brand that inspires zealous customer loyalty from people literally across all over the world.


By Deevi Kishore (215215639)


Cui, G. and Choudhury, P., 2002. Marketplace diversity and cost-effective marketing strategies. Journal of Consumer Marketing, 19(1), pp.54-73.

Doole, I. and Lowe, R., 2008. International marketing strategy: analysis, development and implementation. Cengage Learning EMEA.

Levinson, J.C., 2007. Guerrilla Marketing: Easy and Inexpensive Strategies for Making Big Profits from Your SmallBusiness. Houghton Mifflin Harcourt.

Masterman, G. and Wood, E.H., 2006. Innovative marketing communications: Strategies for the events industry. Routledge.

Till, B.D. and Nowak, L.I., 2000. Toward effective use of cause-related marketing alliances. Journal of Product & Brand Management, 9(7), pp.472-484.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s