May 31, 20202 min read

Nike is the best player, how they do it?

Updated: Jun 3, 2020

Nike, the best marketing player Introducing the Halo effect

A "halo effect" occurs when a company or product finds marketing success due to its association with a successful company, product or another recognizable element.

“The best example of all, and one of the greatest jobs of marketing the universe has ever seen is Nike”.

“Remember, Nike sells a commodity. They sell shoes. And yet when you think of Nike, you feel something different than a shoe company. In their ads, they don’t ever talk about their products. They don’t ever tell you about their air soles and why they’re better than Reebok’s. What does Nike do? They honor great athletes and they honor great athletics. That’s who they are, that’s what they are about.

-Steve Jobs

As the Legendary CEO said, Nike is good. They are the best, we now present you a case study whose aim is to analyse the Halo effect. NIKE exploited this marketing tool through all their possible sides how did they do it?

CASE STUDY

Abstract: Nike, Inc. is an American multinational corporationthat is engaged in the design, development, manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories, and services. The company was founded on January 25, 1964, and started with one product: Running shoes

1.Catalogue Sales

Nike started with one product: running shoes. They rapidly became popular.

With its popularity, a halo was created which extended to their future releases.

2. Corporate brand name

Here Nike is the king, they have created a powerful brand, the halo effect is projected with the brand name just by adding the logo and the just do it phrase,

Nike has been able to diversify to all the possible sports, making a by the book academic example of what the halo effect is and its power. They made it possible to trespass their success in basketball and running shoes to all their products mainly due to its brand reputation.

3. Celebrity Endorsements

Here is where we can see the dollars flying and the budget rocking to the sky. Nike does not only focus on marketing big players but they focus to choose the best player. Mixing emotional marketing with the halo effect is a double threat leaving customers with the lust of feeling like their idols. Feeling their power and their stories.

The halo effect makes a high school junior feel like Serena.

You cannot go more practical than this in marketing.