Nike has been and industry leader in sporting apparel since 1972 when it was founded by Bill Bowerman and Phillip Knight, whom were both athletes. A major contributor to Nikes success is their extensive expenditure on integrated marketing strategies, with an annual budget, on average of 1.7 billion dollars.
Nikes current campaign "Chosen" introduces a new line of action sports apparel, an ever-growing sector Nike have fallen behind in. The campaign aims to increase market share in the youth sector of sporting retail and position Nike as a new innovate and exciting provider of high quality action sport apparel.
To do this Nike have used celebrity endorsers such a pro skater Paul Roderiguez, Olympic snowboarder Danny Kass, and surfing legends Julian Wilson and Laura Enever, in action in their advertising.
The campaign launched using television as the primary medium on the 2nd of June during the NBA finals, this allowed the campaign to potentially reach millions of consumer within the target audience.
Please see link:
Nike, 2011. 'Chosen'. Available: http://www.nike.com/nikeos/p/chosen/en_US/ ((Accessed 30th may 2011)
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