© 2013 Diana


A Nike Brand Identity

Nike has been a dramatic success in the world of sports and fashion. Like many strong brands, it has identities that differ by segment: The identity for the fitness segment (including cross trainers, joggers, and hikers) is different, for example, than the identity for those in competitive sports like tennis and basketball. In fact, the Nike identity is modified for subbrands such as the Force basketball shoe or the Court Challenge tennis shoe. In most contexts, however, Nike still has an overriding identity, whose elements include the following:


Core Identity

Product thrust: Sports and fitness.

User profile: Top athletes, plus all those interested in fitness and health Performance: Performance shoes based on technological superiority Enhancing lives: Enhancing peoples’ lives through athletics.


Extended Identity

Brand personality: Exciting, provocative, spirited, cool, innovative, and aggressive; into health and fitness and the pursuit of excellence.

Basis for relationship: Hanging out with a rugged, macho person who goes for the best in clothing, shoes, and everything else.

Sub-brands: Air Jordan and many others.

Logo: “Swoosh” symbol.

Slogan: “Just do it”.

Organizational associations: Connected to and supportive of athletes and their sports, innovative.

Endorsers: Top athletes, including Michael Jordan, Andre Agassi, Deion Sanders, Charles Barkley, and John McEnroe.

Heritage: Developed track shoes in Oregon.


Value Proposition

Functional benefits: High-technology shoe that will improve performance and provide comfort.

Emotional benefits: The exhilaration of athletic performance excellence; feeling en gaged, active, and healthy.

Self-expressive symbolic benefits: Self-expression is generated by using a shoe with a strong personality associated with a visible athlete.

Credibility : Makes performance shoes and clothing that are stylish.



“Victory is paid for in sweat, courage, and preparation.”

“Who says you can’t run away from your problems?”

“Yesterday you said tomorrow.”

“Someone who is busier than you is running right now.”

“But unless you are a runner, you won’t understand.”

“Why do I run? Why do I breathe?”

“The only one who can tell you ‘you can’t’ is you. And you don’t have to listen.”

“There is no ‘Y’ in running. Believe in the run.”

“There is no finish line.”

“My sport is your sport’s punishment.”

“There are clubs you can’t belong to, neighborhoods you can’t live in, schools you can’t get into, but the roads are always open.”

“Runs end. Running doesn’t.”

“If you went running when you first started thinking about it, you’d be back by now.”

“Just do it.”

“The moment lasts a second. The legend last forever”

“True divers don’t need water”

“Find your greatness”

“What’s the secret of speed? Ask the master.”

“Gravity will never be the same.”

“I will win gold.”

“Your oxygen fights its hydrogen.”

“Time doesn’t get injured or has bad days.”

“Water never gets tired, time never suffers.”

“Twice the guts, double the glory.”

“My better is better than your better.”

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