Monday, June 18, 2012

Nike

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Nike is synonymous to almost every sport and is highly preferred by some of the world’s top athletes. Formerly known a Blue Ribbon Sports (BRS) and with a starting capital of roughly a thousand dollars, Nike did quite well in its early years, but not as dominating as Converse or Adidas back then. When Nike started in 16, it had to wait years for the right promotion strategy that will catch everyone’s attention. And it had to wait years for the right endorser, Michael Jordan.


The right endorser


Nike was willing to gamble on Jordan, a gamble that meant paying Jordan $ 50,000 a year for 5 years, incentives and royalties (a percentage on sales, similar to a commission) on all Nike basketball related items. It was a hefty deal, not to mention a risky one because no one in the industry offered that kind of deal. There was also the fact that the people from Nike never knew how Jordan would perform in the NBA because they never saw him play.


The Right Promotion


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Three games in to Jordan’s rookie season, (184-185) the NBA did a huge favor for Nike. The league banned the Air Jordan shoe because it did not conform to the Chicago Bulls uniform. (back then, the shoes had to match the team uniform’s colors) But Jordan kept wearing them and Nike was willing to pay a $ 5000 fine every game. It made the news, receiving all the media mileage it could get. The first commercial showed Michael Jordan’s head, then came down slowly to his body and down to his feet. When the camera focused on his shoes, a big “X” was stamped on the screen and a voice-over said “banned”.


But behind all of these, Michael Jordan never actually wanted to sign with Nike. Back then, Jordan was an Adidas fanatic. Adidas never did made an offer to Jordan. If Adidas did made an offer to Jordan, then the Jordan shoes that you might be wearing right now will have stripes on it instead of a swoosh.





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Saturday, June 2, 2012

no logo

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In her book “No Logo”, Klein poses the question ‘If brands are not products but ideas, attitudes, values and experiences, why can’t they be culture too?’ and it seems that Nike shares this query. Rather, it seemed Nike shared this query about two decades ago and has since proceeded to transcend the emblazoning of shoes and tracksuits with swooshes as their key form of marketing to seeing the world as a blank Nike canvas, ready for painting. As it turns out, Nike is quite the artist as it has effectively branded cityscapes, clothing, sports, celebrities and youth culture all over the globe. No longer is Nike’s raison d’ĂȘtre the product itself, instead, as Klein suggests, the brand has expanded to become the image of Nike, the attitude of Nike � the essence of Nike.


It seems as though Nike will stop at nothing along what appears to be its path to world domination and the degree and effect of their global brainwashing leaves little room for any opposition from organisations like Nikewatch.


Unfortunately, it seems as though Nikewatch is fighting an uphill battle, as its attempts to reclaim space in order to critique Nike don’t appear to be too effective. This point notwithstanding, one cannot overlook the fact that Nikewatch is a much newer organisation than Nike and by no means has the same amount money to fund its cause. This, I feel, is the crux of the matter as money is the key to creating awareness as it would allow Nikewatch to reach people on a large scale and thus increase the chances of reclaiming or at least impinging on Nike’s space.


In order for Nikewatch to be a true threat, they need to follow a process of expansion similar to Nike’s so as to reach the same audience and ‘co-branding’ is the most likely to be effective as it mirrors one of Nike’s tactics and the use of high-profile celebrities attracts people to a cause and makes it more memorable. As Klein states, ‘…the big brands know that profits from logowear do not flow from the purchase of the garment but also from people seeing your logo on “the right people”.’


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Please note that this sample paper on no logo is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on no logo, we are here to assist you. Your cheap custom college paper on no logo will be written from scratch, so you do not have to worry about its originality.

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