Also, in the year 2008, the company presented the Air Jordan XX3 which was identified to be a high-performance basketball shoe created with the environment in mind (Kapferer, 2012). Some of the Nike Companies’ newest shoes contain Lunarlite and Flywire foams to lessen weight. In addition, Nike Company is well recognized and popular in young adult and hip-hop philosophy for their delivering of city fashion clothing (Kumar, 2009). However, The Company being well recognized for its performance, the question is “What constitutes the capability of the Company to capture its targeted consumers?” There is a bundle of attributes presented by the Nike Company for their targeted consumer consideration. Some of this attribute is discussed in the following paragraphs in detail. First, is the logo “swoosh” which is the company’s signature or trademark. With or without the name Nike underneath the logo, the general consumers can perceive the logo and visualize Nike. Regardless of a check of excellence, the flowing nature of the logo has played a vital role in the marketing of the brand. The role of visual rhetoric is to influence the company’s targeted consumers visually.
The logo visually ties into the early gods of sports, elaborating its achievement as a successful, recognizable, and uncomplicated trademark. Second, the attribute is the slogan “Just Do It” which is the tag-line allied with the Nike logo. Together, the tag-line and the logo feature the importance of Nike’s brand objectives and ideals; victory and athleticism. The design of both logo and the slogan has emerged as a motto and the way of life for Nike’s consumers (Palmer, 2009). The Nike slogan and the logo serve to identify consumers as icons for action and excellence. When the consumers read the word “Just Do It”, the word is defining content; however, they do not reflect it visually. The slogan provides distinction and identification. The word “Just Do It” is distinct in its content. It means do not talk about it, do not ask, do not regret it, do not think, but just do it (Hawkins, 2013).