Incorporating events into the IMC stragey

As part of their innovative IMC strategy Nike have incorporated free action sports events for their target market to be held in various countries around the world. Each event has guest appearance by various action sport pros and temporary equipment. The chosen event held in Rome seen Nike set up a temporary skate park with ramps up to 60 metres long. The event including skating contests and appearances from pro skater Nicolai Danov and Mauro Caruso. These events help create awareness, liability and credibility for Nike, showing they understand the needs and wants of the action sports segment, and successfully linking them to the product category. The events also create positive public relations, reinforcing credibility for Nikes entrance into the action sports sector..

Skateboard mag, 2011. 'Nike SB "THE CHOSEN" - Roma Event' Available at: http://www.abriefglance.com/nike-sb-the-chosen-roma-event/ (Accessed 23rd August 2011).