Nike Interprets The Core Value Of The Brand "Just&Nbsp; Do&Nbsp; It".

Encourage everyone to join in sports and offer them the best products. Nike The company's consistent pursuit. Therefore, Nike's Advertisement Slogans also have very distinct movement characteristics, encouraging people to develop their potential and understand the real spirit of sports. As a familiar slogan, the slogan of Nike's "Just Do It" has been spread around the world for 23 years since it was launched in 1988. This iconic slogan has become the greatest appeal of sport, inspiring all young and experienced athletes and people who love sports. In the past 23 years, this phrase conveys the same message: no excuses, no restrictions, no doubts, no end, Just Do It! Its pursuit of positive sports spirit has become Nike's most valuable brand core value.

There is no lack of wonderful marketing cases in the history of Nike, but for the "Just Do It" brand But there are few large-scale communication campaigns. In China, it has been 3 years since the last "I was who" campaign. This time, Nike took the champion of Li Na as the starting point, and launched a huge campaign. (Use Sports To... "As the theme of the communication movement. The activities began in the early June, and lasted for the whole summer, and continued in the autumn.

As a result, TVC and print ads are coming out of the streets and night running activities, the summer sports festival "sports meeting" is held, and the online "Just Do It Super Sports Challenge" is launched simultaneously. In addition, there are still opportunities to reach zero distance from many top sports stars and teams. Sigh, "Nike is really rich, can play such a large integrated marketing" at the same time, can not help but admire the execution ability of the battle. Standing at the level of promoting sports spirit, encouraging young people to play their enthusiasm for sports, and emphasizing the participation and interaction are the biggest highlights of Nike's communication campaign.

Many faces interpret "Just Do It" proposition.

From the unknown young people to the top athletes in the world, the instant of sweating exercise shows how they can change themselves and create wonderful things with sports. There is always a face that makes you feel familiar. There is always a moment for you to feel empathy. There is always a process that makes your heart surge. There is always an ending that makes you cry. You can always see your shadow here. This is Nike's "Just Do It" advertisement for Greater China. The theme is to arouse the enthusiasm of young people in mainland China, Hongkong and Taiwan through sports at different levels. The advertising film has gathered top athletes in different fields of the world, including basketball superstar Kobe, flying Liu Xiang, French Open champion Li Na, women's volleyball player Xue Chen, Zhang Xi, and top domestic skateboard player Johnny Tang.

In this advertising film, Nike fully excavated the characteristics of sports stars, making it a good interpretation for the theme of communication and brand proposition. Of course, this is first achieved on the basis of in-depth understanding of its own sports resources; secondly, because Nike has done an in-depth link with the sponsoring resources, and the close relationship between the brand and the sponsors is formed through the accumulation. Third, seize the opportunities that can not be met; fourth, highly integrated. In other words, Nike mobilized products, public relations, channels, advertising, activities, marketing, sports sponsorship and other aspects of resources, and all of which are inseparable from professional teams.