classes will start from 1st dec 12

Deepawali ki shubhkamnae

Famous Stories of Brand Association In Sport

NIKE,Inc.,the world's largest maker of athletic shoes and sports apparel was co founded by Phil Knight and Bill Bower man in 1972.The company started their operations by marketing sports shoes.Today it produces and market clothes and other sport accessories for most sports.The industry is associated with sports,the 'hero worship syndrome' is pretty much prevalent or it was carefully cultivated during formative years of the company itself.We can find many senior executives at Nike who would have played competitive sport at university or national level.Coming to advertising and promotion,Brand Association is a big science in itself. Nike shares the biggest story of Brand association with Michael Jordan's association with Nike.It has run some very memorable commercials,one featuring Michael Jordan really stands out.Nike signed Mr.Jordan in 1984 and signature shoes were named 'JORDAN NIKE'.NBA banned the usage of these in competitions drawing immense publicity for the product.This particular advertisement featured Jordan leaping from almost 3/4th of the court to slam dunk.The visual captures Jordan in the air,while caption says"Jordan2,Newton0".
This was clearly a dig at Sir Issac Newton while suggesting that with the new Nike shoes,one could even defy gravity.Nike's Brand Portfolio includes Umbra,Harley,Converse,Cole Haan,Jordan and Nike Golf.

 

 

 

 

 

 

 

 

 

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