Marketing Campaign of Nike - Essay Example

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Marketing Campaign of Nike

The author has rightly presented that the substandard endeavors of International Olympic Committee (IOC) demanded to ensure that their chosen sponsors receive hefty spotlight during London Olympics games. The associated athletes were restricted for two weeks from showing their appearance for any unofficial sponsors. Unofficial sponsors were not allowed to gain benefits from Olympic themed messages. For a large number of ads, the plan of IOC worked. However, some creative companies and athletes found their way around the system. Nike was one such company that came up with a smart approach. Instead of investing millions of dollar for obtaining official sponsorship, it found a distinct way to celebrate Olympics at London. The company launched a new marketing campaign, titled as “Find Your Greatness.” This ad campaign featured everyday athletes from around the world. The concept is cleverer in terms of breaking through the advertising blackout of IOC. Only a select few will be able to find their spot in London Olympics but it does not mean that greatness has been lost from rest of us common people. The level of greatness might not be equal to that of these athletes but most importantly, it exists. The rationale of the campaign is explained by Nike; “It is not just the championship athlete or record breaker that aspires to push their limits. It is also the everyday athlete, who strives to excel on their own terms, to set and realize personal goals and achieve their own defining moment of greatness. ...Show more

Summary

The author of this paper emphasizes on a recent marketing campaign for a large multinational sportswear company, Nike. This paper attempts to evaluate concealed messages in the adverts of this campaign and the probable model used by the company.

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