Adidas and Nike have long been a rival in the sports shoes market. The feud between these two giants takes place on all fronts, including the struggle to get advertising contracts with the world’s big stars.
In order to get the signatures of the following names as Nike brand ambassadors, this brand of sports shoes had to compete fiercely with other names. So who are these people? How did they contribute to Nike’s success? Let’s analyze Marketing through the article below.
Referring to Nike, people will immediately remember basketball legend Michael Jordan.
In the 1970s, Nike was a big name in the sports shoes market focused on developing running shoes. But by 1984, the market for saturated running shoes and Nike had to face a lot of difficulties from finance to competition from competitors.
At that time, Phil Knight, the founder of Nike, made a historic decision to select a player with the potential to become a big star to sign a sponsorship deal. He wants to create a sports idol with personality, fashion style associated with Nike.
At the same time, many young talents in this field are also sought by firms such as Converse or Adidas and Nike has chosen Michael Jordan – a young player not known by many major sports firms.
Imagine how hard it was for Nike to get the nod from this player. It was this historic decision that opened a whole new page for Nike. Michael Jordan really exploded in the 1984-1985 season and made Nike’s revenue soar.
His custom-designed Nike shoes named the Air Jordan burn out everywhere, even this red and black design has become a trend around the world. Since then Michael Jordan sublimated in his career as much as Nike’s sublimation so much, up to 1997 when Jordan won the 5th championship in his career marking Nike’s turnover reaching 9.19 billion USD.