The paper “ Nike Sports Footwear - Demographic Changes and Social Influence, Customer Perceived Value of the Sports Brand" is an engrossing example of a case study on marketing. Men's shoes account for a substantial portion of the footwear industry. Compared to women who possess more than one pair of shoes at a single time, a man can stay with the same shoe without purchasing a new pair (Allen, 2008). Men are associated with numerous sporting activities such as running, basketball and football while they like wearing sport shoes. Due to changing environmental requirements and technology, many organizations and institutions have started appreciating the presence of sports shoe that is related to casual work attire.
This has made the demand for sports shoes to soar resulting in shoe companies such as Nike benefiting. The increased prevalence of sports activities such as soccer, football, running and International games such as cricket and European leagues has resulted in many men wearing sports shoes to watch these games. Moreover, the awareness of health and many men been health conscious have seen the importance of frequent exercises to improve their health resulting in an increase in demand for sports shoes (Allen, 2008). The SloganA slogan is an important component in defining an organization and is usually associated with the brand.
Kotler et al. (2009) define a brand as “ is a name term, sign, symbol or design, or a combination of these, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors” (p. 283). The Nike brand name provides a means of marketing other products that include footwear and clothing line.
Just Do it slogan is the most famous and easily recognized slogans that can be found in the advertising industry. The Nike brand is a strong brand that can be placed in the same sector such as brands of companies such as Coca-Cola, Proctor & Gamble and Gillette. The slogan plus the brand name makes consumers purchase the product because of style, superior quality, and reliability. The strong brand name makes the owners' brand to command higher prices, expand market share and generate more revenues compared to competitors (Allen, 2008).
The Just Do It slogan attracts different consumers from across consumer lifestyles. The slogan is based on the fundamentals of the Nike Company because the company ads are in terms of the intense and inwardly focused competitors. This means that the product does not focus on the product rather it focuses on the person wearing the product. The campaign slogan instilled the corporate philosophy of determination, grit, and passion but also expounded on the idea of humor. The ads that are associated with this slogan incorporate jokes, implicit and explicit, to make their point.
For example, the ad that shows Bob Jackson stands out because he is seen working in different activities using the same shoe product. This means that the slogan helped and helps the company to succeed in its advertising strategies. The Nike slogan expounded on the consumers makes them become permanent customers by associating them with the slogan and shoes. The slogan is not determined by the consequences rather it champions the fundamentals of actions - Just Do It analogy. Thus, men are told to purchase and use the product while the consequences will take care of itself.
However, the slogan has been used since 1988, and with time, changes are inherent and should be a factor in the development of a new slogan (Allen, 2008).