As a brand, Nike has established a very strong brand identity and a brand personality over the years. What Nike did was to use celebrity endorsement as one of the main channels of communicating its brand to a highly focused set of customers.
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Why does Nike use athletes?
Ultimately, the purpose of the brand’s sponsorship scheme is to sell more products. Nike likes approaching athletes who are not only doing extremely well in their respective games but also has a great following. They want professional athletes who are passionate about their sport, someone that people can look up to.
What is the purpose of celebrity endorsement?
Celebrity endorsements are a popular way for marketers to promote their brands, products, and services. By transferring the positive image and characteristics of a celebrity onto the brand, marketers aim to trigger consumers’ intent to purchase or use the endorsed product or service (Atkin and Block 1983. Block. 1983.
What celebrities are with Nike?
Top 5 Nike Athlete Endorsements
- Michael Jordan (former NBA player ) $100 million.
- LeBron James (NBA player/LA Lakers) $30 million.
- Cristiano Ronaldo (Football player/Juventus) $30 million.
- Kevin Durant (NBA player/Brooklyn Nets) $30 million.
- Tiger Woods (Golf player) $19 million.
Does Nike endorse non athletes?
For a brand like Nike which is all about sports and fitness, they found an opportunity with celebrities that are not athletes. Over the years we’ve seen celebs like Drake become more fitness focused and this has become part of their brand.
Who is Nike’s target audience?
Although with apparel and sports the market can be broad, for the most part Nike primarily targets consumers who are between the ages of 15-40. The company caters to both men and women athletes equally, and is placing an increasing focus on tweens and teens to build long-term brand loyalty.
How important is Nike’s use of celebrity endorsements to its success?
A seemingly endless stream of celebrity endorsements makes Nike advertisements appear more credible consumers, as people tend to listen to testimonials from superstars like Michael Jordan, Lebron James and Tiger Woods better than those from unknown actors.
Why do brands hire celebrities for endorsements?
Thus, celebrity endorsement is considered an effective marketing technique by which marketers not only promote and persuade, but also make their product or brand more desirable with the appearance of a celebrity.
What are the three main benefits of using celebrity endorsements?
The Benefits of Celebrity Endorsements
- Build brand equity. Prior to Michael Jordan, Nike primarily sponsored tennis and track athletes.
- Help people remember ads.
- Make people believe the product contributes to superstar status.
- Stand out.
What are the advantages of using celebrities in advertising?
Using a celebrity to represent you helps to differentiate your brand from competitors. It also can improve ad recall, making consumers remember your ad and that your brand is connected to their favorite celebrity. When you sign on a celebrity to endorse your brand, you sign on to everything that comes with them.
Who is Nike’s biggest endorser?
Cristiano Ronaldo & Nike
A lifetime endorsement deal with Nike is set to exceed $1 Billion making him arguably the richest of all Nike sponsored athletes in the world. Ronaldo also rakes it in from other endorsements with brands such as Herbalife, EA Sports, and American Tourister.
What celebrities do Nike sponsor?
Top 10 Most Expensive Nike Shoes Endorsements: From Kobe Bryant To Tiger Woods
- Michael Jordan: $60 million/year.
- Rory McIlroy: $25 million/year.
- Tiger Woods: $20 million/year.
- LeBron James, Basketball: $15 million/year.
- Rafael Nadal, Tennis: about $10 million/year.
- Derek Jeter, Baseball: $10 million/year.
How much does Nike pay Ronaldo?
The most prominent sponsor for Ronaldo is Nike, who reportedly pay him more than $20m every year. Ronaldo signed a lifetime deal with Nike in 2016 and was only the third athlete to do so. He followed in the footsteps of basketball giants Michael Jordan and LeBron James in signing such a deal.
Who was Nike’s first big endorsement?
Nike’s first professional athlete endorser was Romanian tennis player Ilie Năstase. The first track endorser was distance runner Steve Prefontaine. Prefontaine was the prized pupil of the company’s co-founder, Bill Bowerman, while he coached at the University of Oregon.
Does Nike work with celebrities?
It is one of the greatest ways to maximize the profit of the company. Partnering up with famous athletes is a privilege for Nike, it is an opportunity to make ourselves known and expand the company furthermore. Not only the partnerships benefit the company itself, but also they obviously benefit the athletes.
Who was Nike’s first signature athlete?
Wayne Wells
“Nike’s first signature athlete was welterweight wrestler, Wayne Wells. The 5′ 8″ Texas native had an accomplished career, winning a gold medal in Munich in 1972 while working closely with Nike footwear designers on his signature, high-top wresting boot.
What makes Nike unique?
Nike quality and durability is a critical part of their strategy to be able to command high prices for their products. Their brand is associated with providing top-notch product for athletes that help them perform better.
Nike uses social media to create a lifestyle and a sense of community among fans. Its tweets are short, punchy, compelling, and nearly always include the hashtag #justdoit or other community-building hashtags like #nikewomen.
What marketing strategy does Nike use?
Nike relies heavily on advertisements to promote their products, especially those featuring high-profile athletes and celebrities. Additionally, Nike makes use of sales promotion strategies like discount codes to entice potential customers to buy their products.
How does celebrity endorsement affect consumers?
Through endorsing a celebrity, marketers actually excites their consumers by showing them a very admirable and famous face and succeeded in creating a demand because through this tactic, marketers are also increasing the recall value of their brand which positively creates an impact in the consumers buying behavior.
Is celebrity endorsement always beneficial to the brand?
With a history of successful celebrity endorsements that have affected consumer attitudes, behavior, and purchase intentions, there is a fantastic opportunity to generate revenue and awareness using this marketing strategy. A celebrity endorsement always is a good idea for a marketer and its company.