2015 NIKE SUMMER CAMPAIGN BY MICHAEL GAITHER
NIKE
TABLE OF CONTENTS CLIENT PROFILE 04, 05 CREATIVE BRIEF 06, 07 SWOT ANALYSIS 08. 09 EXPANDED TARGET MARKET 10. 11 MOOD BOARD 12. 13 TEXTURES 14 COMPETITOR ANALYSIS 15 STYLE GUIDE 16. 17 LOGO DESIGN 18. 19 PRINT AD 20. 21 MEDIA AND MERCHANDISE 22. 23
CLIENT PROFILE COMPANY NAME NIKE
ABOUT THE COMPANY
Nike is arguably the most well-known sporting brand. NIKE, Inc. was incorporated on September 8, 1969, is engaged in design, development, marketing and selling of athletic footwear, apparel, equipment, accessories and services. NIKE is a seller of athletic footwear and athletic apparel across the world. Nike sells its products to retail accounts, through NIKE owned retail stores and websites through distributors and licensees across the world.
MISSION, VISION, GOALS
Nike’s mission statement is “To bring inspiration and innovation to every athlete in the world.”
TARGET AUDIENCE
Athletes across the country of all ages.
INDUSTRY
Athletic Apparel, Athletic Equipment and Luxury Goods
STRENGTHS AND CORE COMPETENCIES
Nike has a long tradition for staying ahead of the technology curve which attracts followers and influential endorsements of today’s top elite professional athletes
PRODUCTS AND SERVICES
The company Nike is seller of athletic footwear and apparel. The company focuses its Nike brand product in categories: Running, Basketball, Football, Soccer, Men’s Training, Women’s Training, Action Sports, Sportswear and Golf. Nike Company sells equipment under the Nike brand name which includes bags, socks, sporting balls, eye-wear, timepieces, digital services, bats, gloves, protective equipment, golf clubs and other sporting equipment.
TONE AND CURRENT DESIGN STYLE USED Clean, athletic, high quality style
NICHE
Clean, athletic, high quality style
JUST DO IT
CREATIVE BRIEF PROJECT NIKE
PREPARED BY
MICHAEL GAITHER
BACKGROUND AND OVERVIEW
Nike continues to be a leader in a variety of sports apparel, sports equipment and accessories. Nike continues using the famous tag-line “Just Do It”. The Nike company operates in North America, Western Europe, Central & Eastern Europe, Greater China, Japan and Emerging Markets
UNIQUE SELLING PROPOSITION
Nike is one of the most successful and powerful well known named brands in the world. Nike has a very distinct and strong slogan. People will always think of Nike whenever they see “Just Do it”. Professional athletes from across the country in almost every sport continue to wear and use Nike products which is Nike’s unique selling proposition.
JUST DO IT
OBJECTIVE PURPOSE AND GOALS
Nike is dedicated to inspiring every athlete to reach their full potential. Nike strives to serve athletes, grow the company and deliver inspiration.
TARGET AUDIENCE
Athletes across the country of all ages
WORDS THAT DESCRIBE THE VISUAL APPEARANCE YOU WANT TO RECEIVE Clean, Stylish, High quality, Comfortable, Durable
CALL TO ACTION NIKE.COM
NIKE SWOT ANALYSIS STRENGTHS
Nike is a very competitive organization. Nike sponsors the top athletes in the world and gains valuable coverage and recognition. Very well branded among consumers. Offers products worldwide. Employs of thirty thousand people across the world.
WEAKNESSES
High Advertising Costs, part of the company’s marketing strategy involves locking up major sports stars in lengthy endorsement deals. Profits are dependent upon footwear sales.
OPPORTUNITIES
A heightened emphasis on fashion in the athletic realm is also giving NIKE a boost, since style has always played a large role in its footwear and apparel lines. Product development offers Nike many opportunities. Favorable industry trends
THREATS
Heightened competition and production cost inflation.
EXPANDED TARGET MARKET NAME
Eldrick Tont “Tiger” Woods
AGE 39
GENDER Male
LOCATION Jupiter Island, Florida
INCOME LEVEL 83 Million
SOCIAL CLASS Upper Class
OCCUPATION
Professional Golfer (PGA)
EDUCATION Stanford University
MARITAL STATUS Single
HOBBIES Golf and other outdoor sports and activities
MINI BIO
“Tiger� Woods is an American professional golfer who is among the most successful golfers of all time. He has been one of the highest-paid athletes in the world for several years. Following an outstanding amateur and two-year college golf career, Woods turned professional at age 20 in late summer 1996. He first reached the number one position in the world rankings in June 1997. Through the 2000s, Woods was the dominant force in golf, spending 264 weeks from August 1999 to September 2004 and 281 weeks from June 2005 to October 2010 as world number one.
NIKE MOOD BOARD
TEXTURES
COMPETITOR ANALYSIS SIMILAR BRANDS New Balance Adidas Puma Under Armour
CURRENT TRENDS
Over the years, running footwear manufacturers developed more and more technical features, primarily to address runners. Nike keeps up with newest style of footwear and is always modernizing and developing todays modern running shoes. Nike also competes with todays leaders in sports apparel and is a top sponsor of many college football, baseball and other teams around the country.
ADVERTISING TECHNIQUES
Nike advertising uses the emotional branding technique of heroism to inspire customer loyalty all over the world. Nike marketing isn’t the only group that uses this archetype. Other brands use it by identifying a foe that their viewers can identify with hating and pit their product against it to build stronger customer loyalty. Nike brand strategy takes the emotional marketing story of the Hero and turns it inward. You are the hero, and your lazy side is the villain.
STYLE GUIDE COLOR PALETTE Orange CMYK: 0, 42, 100, 0 RGB: 255, 162, 0 HEX: ffa200
Black CMKY: 75, 68, 67, 90 RGB: 0, 0, 0 HEX: 00000
BLUE CMKY: 8, 76, 0, 0 RGB: 0, 30, 255 HEX: 001eff
TYPE FACE NIKE 200204 ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
TIMES NEW ROMAN ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
LOGO DESIGN
NIK
JUST
KE DO IT
NIKE PRINT AD
MEDIA MERCHANDISE SUMMER 2015
NIKE FREE 4.0 FLYKNIT
NIKE FREE SB NANO
CUSTOMIZE IT FOR THE ULTIMATE RIDE
The Nike Free Flyknit iD features a customizable midsole that lets your foot move freely and a Flyknit upper that conforms to the shape of your foot. Personalize the look and feel of your shoe for a running experience that’s more natural than ever.
MEDIA MERCHANDISE SUMMER 2015
NIKE PRACTICE
NIKE "BORN TO BEAST"
NIKE MVP ELITE
NIKE VAPOR ELITE PRO
NIKE
JUST DO IT