Professional Documents
Culture Documents
Nike
Nike
•Product:
Nike shoes are known for their performance, style, and
innovation, and are available in a variety of categories such
as running, basketball, soccer, and more.
•Advanced technology and high-quality materials
•Provides comfort, support, and performance to athletes and
fitness enthusiasts
•Wide range of running shoes for various terrains and
activities
•Customization options through service
Place:
- Brick-and-mortar stores and online channels.
- Strong distribution network with partnerships with several retailers worldwide.
- Direct-to-consumer channel through retail stores and online stores.
Promotion:
- Inspiring and motivating athletes to achieve their goals.
- Uses various channels such as television, social media, and sponsorships.
- High-profile athletes and celebrities in campaigns.
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2. Geographic Segmentation:
•Nike is a global brand with a presence in over 190 countries. The company tailors its products to suit the
preferences and needs of customers in different regions.
•Nike may also segment its market based on factors such as climate, terrain, and local fashion trends.
3. Psychographic Segmentation:
•Lifestyle: Nike targets consumers who lead an active lifestyle, prioritize fitness, and value self-expression
through fashion.
•Personality: Nike caters to consumers who are confident, adventurous, and competitive.
•Values: Nike appeals to consumers who value innovation, sustainability, and social responsibility.
4. Behavioral Segmentation:
•Occasions: Nike produces shoes for various occasions, including running, basketball, soccer, and casual wear.
•Benefits: Nike shoes offer benefits such as comfort, performance, style, and durability.
•Loyalty: Nike has strong brand loyalty among consumers who identify with the company's image and values.
•Innovative designs
•High-performance footwear
•Cutting-edge technology
•Quality and durability
•Research and development
•Nike Shoes are the best choice for athletes and sports enthusiasts who demand the highest level
of performance from their footwear.
•With innovative designs and cutting-edge technology, Nike Shoes provide excellent support,
comfort, and protection during physical activity.
•Nike focus on quality and durability ensures that Nike Shoes are built to last, giving you the
confidence to tackle any challenge.
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•Choose Nike Shoes for a superior athletic experience and a style that's always on trend. 7
Michael Jordan - The Legend
•Michael Jordan, born on February 17, 1963, in Brooklyn, New York.
•College basketball success at the University of North Carolina, including the game-
winning shot in the 1982 NCAA Championship.
•NBA career with the Chicago Bulls, where he achieved legendary status.
•Known for his scoring prowess, defensive skills, competitiveness, and leadership on
the court.
•Signing with Nike in 1984 marked a groundbreaking moment in athlete
endorsements.
•In 1997, Jordan launched the Jordan Brand, a subsidiary of Nike, to produce his
signature line of sneakers, which has become one of the most iconic and successful in
the history of athletic footwear.
•His partnership with Nike led to the creation of the Air Jordan I, a sneaker that
revolutionized the industry.
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Inception of Air Jordan (1984-1985)
•1 9 8 4 : M i c h a e l J o r d a n s i g n s a h i s t o r i c e n d o r s e m e n t d e a l
with Nike.
•T h e b i r t h o f t h e A i r J o r d a n b r a n d i n 1 9 8 5 w i t h t h e
release of the Air Jordan 1.
•D e s i g n e d b y P e t e r M o o r e , t h e A J 1 f e a t u r e d a b o l d a n d
distinctive look.
•T h e i c o n i c " W i n g s " l o g o d e b u t s , r e p r e s e n t i n g J o r d a n ' s
s o a r i n g c a r e e r.
•T h e A J 1 w a s i n i t i a l l y a v a i l a b l e i n t w o c o l o r w a y s : " B r e d "
(black and red) and "Chicago" (red, white, and black).
•N o t a b l y , t h e N B A b a n n e d t h e A J 1 d u e t o i t s n o n -
regulation color scheme, resulting in a $5,000 fine for
each game Jordan wore them. This controversy boosted
its popularity
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Expanding the Line (1986-1990)
•In 1986, the Air Jordan 2 was introduced, featuring Italian craftsmanship
and a luxury aesthetic.
•AJ4 (1989) introduced mesh panels and unique colorways, cementing its
place as a fan favorite.
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Evolution of the Nike Air Jordan Signature Shoe Sneaker Series: 1984-
2023Air Jordan I to Air Jordan VII (1985-1992)
•Air Jordan I: Debut model in 1985, designed by Peter Moore, featured Nike Swoosh and 'Wings.'
•Air Jordan II: Known as 'The Italian Stallion,' produced in Italy with a sleek design.
•Air Jordan III: Designed by Tinker Hatfield, introduced visible Nike Air bubble, 'Jumpman,' and
elephant skin styling.
•Air Jordan IV: Released globally in 1989, featured in popular culture and 'The Last Dance'
documentary.
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Brand Elements & Logo
Conference presentation 20
5. Specific Collaborative Releases:
• The Air Jordan brand also teamed up with Drake and his
OVO brand, creating exclusive releases that garnered
significant attention within the sneaker community.
- Athletic Performance: While the brand is fashionable, it maintains its roots in athletic performance,
ensuring that its products are not just stylish but also functional.
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Keller’s Brand Equity Period
S H A R I K A S A S I D H A R A N
b3020
MBA A
SEMESTER 2
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History
2020 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
2021 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
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Tips for businesses
No.
2
Listen to customers and learn what
they need
No.
3
Test with customers until you get the
product right
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