eva bagnoli
thesis
NIKE
The reason why Bill Bowermann and Phil Knight founded Nike was to transform sport. Sport means integrity, honesty, respect, team spirit. Sadly, nowadays the only thing that counts (not only in sport) is winning no matter how. This, according to “A Brief History of the Future” by Jacques Attali, will lead to a decay of our society in the near future. So, since Nike has already shown interest in many CSR initiatives and supply chain improvements to promote a better behavior, we decided to broaden Phil Knight and Bill Bowermann’s will. Using the true values of sport, Nike will transform not only sport, but the entire society, extending the improvement from the mere physical to the mental performance. If the previous 3D Business Model’s ID Client was the Nike, the pure victory to which the athlete aspires, now the ID Client becomes the Dike, greek goddess of justice and spirit of moral order and fair judgement. Her strength is not her body anymore, but her mind. What she represents is the wellness of the community, and not the victory of the individual.
Nike moves from being a coach for its customers, to being a mentor. On the semiotic level the brand is now positioned on the ideology axis, moving from the performance one. Thus Nike becomes more than just a brand, it becomes a life philosophy that customers follow to improve themselves and what is around them. New testimonials representing the values of new Nike’s identity have been chosen for their positive actions, not for their sport achievements. People like Yusra Mardini, Shia LaBeouf, Leonardo Di Caprio, Jesse Williams and others will each represent a value for every product line. What will matter for these people is the things they have done to make society better, and not how many times they have won the game. Customers will have Nike and its new testimonials with them at any time with a channel born from the improvement of the already existing Nike News: Nike TV. Nike TV will collect all values of new Nike’s identity, showcasing them through videos of Nike’s CSR initiatives, brand campaigns, Nike’s
events, documentaries on sustainability and videos of actions of the new testimonials. The corporate campaign, a teaser, will symbolize Nike’s change with a testimonial that best represents the transition from physical to mental performance: Stephen Hawking. In a society that has forgotten the true values of sport giving way to victory by any means, something has to change. We have to change, with not a physical changing, but a mental one. Because just with our real strength, the mind, we can meet our goal. Just a name that represents the true spirit of sport can guide us: Nike.
The book
Nike’s actual brand identity based on Kapferer prism
NIK (H) E(R O)
d nee lete ath ach ge suin Pur
I’m go ing wh ere I w ant to
TECHNO-FUTURE
G KIN TS EA IMI BR L
er hard y r t , etter b y r T
Nike’s actual 3D Business Model
NIke’s new vision
PR
Nike’s actual semiotic positioning
Nike
UTOPIAN fashion Puma
Adidas
Vans IDEO
Champion
sty
life
FILA
le
Kappa
act ive we ar
Y
LOG
Reebok
Saucony
RATICAL performance
LUDIC training
l ua
tec hn ic
cas
Under Armour
al
Brooks
K-Swiss Slazenger Skechers DC Shoes CRITICAL fashion
Nike’s new semiotic positioning
SB
ATHLETIC TRAINING
RUNNING
WOMEN
SOCCER
AMERICAN FOOTBALL
BASKETBALL
INCLUSION = MAISIE WILLIAMS
RESPECT = LEONARDO DICAPRIO
LOYALTY = TEGLA LOROUPE
UNION = MALALA YOUSAFZAI
COLLECTIVE VICTORY = JESSE WILLIAMS
TEAM SPIRIT = SHIA LABEOUF
SENSE OF BELONGING = YUSRA MARDINI
THE MYTH | DIKE
SPORTSWEAR
NEW PEOPLE
Nike’s new brand equity
CULTURE “Let’s do it”
SELF-IMAGE Justice Balance Equality
PERSONALITY Determined Strong Wise
REFLECTION Golden Age by Hesiod
PHYSIQUE Swoosh Nike
RELATIONSHIP Master Maieutics
Nike’s new brand identity based on Kapferer prism
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