Nike 'Just Does It' : a benchmark of success for present and future sports companies

Abstract

Nike is examined as the prototype of a sports company which understands and courts consumer psychology. It does this globally, not only through its excellent products, but also through advertising which is simultaneously original, aggressive, seductive, multi-dimensional, prestigious - and which transmutes product to brand, brand to cult. Performance, authenticity, commitment, innovation and teamwork are the Company's hallmarks. Its slogan 'Just do it' is equivalent for modem youth to the magic formula 'Open Sesame'. Its sponsorship transforms talented athletes into superstars, as if by the mere swoosh of its logo. The story of Nike is a modern fairy-tale.