“Just Done It”--- Nike’s New Advertising Plan Facing Global Economic Crisis

摘要

Nike, Inc. is a marketer of sports apparel and athletic shoes. The American manufacturer, through its marketing strategy which rests on a favorable brand image, has evolved into a large multinational enterprise. In keeping with the brand image is its association with the distinctive logo and its advertising slogan, "Just do it." In order to maintain and sustain this image, the company makes huge investments in advertising and brand promotion. At the critical time of global economic crisis, Nike will react to the consumers’ pessimistic attitude and stressful emotion during this period. It may become a good chance for Nike because it can take advantage of its previous advertising way of “Just Do It” campaign by sponsoring sports stars to express the corporate philosophy of grit, determination, passion and humor, giving people more courage and psychological comfort in face of economic crisis. But besides that, we also focus more about family function especially in Asian countries which emphasize a lot on family, which can provide caring emotional communication. Therefore, from both strong-willed hero worship and water-like fork environment, customers can easily link Nike image with not only strength, but also warmth. The preferred media we choose are TV, specific magazines, outdoor and internet.