Nike Creative Brief
By Dalya Taman
Project Description/Overview
The goal of the advertising is to
stay the worlds leading supplier
and bring in a “normal” crowd as
opposed to famous athletes. Also,
to show purchasers that they can
achieve anything they set their
minds to and Nike will help them
do it.
Objection:
-Bring out the Athlete in the
younger generation
-Nike is for everyone
-Goal: Increase Athleticism
Copy Strategy
Advertising will convince regular
athletes that Nike will help
produce optimal performance
Who are we talking to?
-Primary: Teens and young adults
-Secondary: Parents,
Grandparents
What are they like?
They are motivated individuals
who love a challenge. They never
settle for anything less than their
best and always want more. They
are hardworking and put all that
they have in everything they do.
They have heart and they know
how to work well in a team.
What’s the main idea we’re trying
to convey?
Nike Attire & Equipment will leave
you feeling like a famous athlete.
The way it fits and the way it looks
will make people turn heads and
wonder “who is that?!” Nike will
make you feel like you can do
the impossible and it will be easy
doing it.
What supports this idea?
-Elite Athletes wear Nike
-Nike also sponsors Athletes
-Nike has a huge variety of
products for all your sporting
needs
Competition
Any other sporting brand will be
the competition.
Emotional/Psychological Barriers-
Negative Perceptions?
-“Nike is too expensive”
-“I’m not good enough to wear
Nike”
Brand History
Nike is a publicly traded
sportswear and equipment maker
based in the United States. The
company is headquartered in the
Portland metropolitan area of
Oregon, near Beaverton. It is the
world's leading supplier of athletic
shoes, apparel and sports
equipment with revenue in excess What is the Production
of $16 billion USD in 2007. As of Schedule?
2008, it employed over 30,000
people world-wide. The company New concept presentation
was founded in 1964 as Blue March 28
Ribbon Sports by Bill Bowerman Revisions/approvals
and Philip Knight, and became March 29-April 1
Nike in 1978. The company takes Bidding
its name from Nike, the Greek April 4-June 13
goddess of victory. Estimate Approval
April 14-15
What’s the brand personality? Casting
Energetic, fun, athletic, agile, April 18-26
strategic Casting Approval
April 27-29
What’s the tone of the Shoot
advertising? May 3- 7
Fast paced, welcoming, Edit/approvals
Energetic May 10-22
On-air
What are the execution May 30 (based on
mandatories? approvals)
• Film/photograph on an
athletic site (track, field, What Business are we in?
court) Developing athlete potential
• Show regular athletes in the
brand excelling in Brand Value
whatever sport they do (no The impossible is possible.
famous athletes)
• Show a range of people
from kids to teens to young
adults
• Keep the swoosh logo and
tag line “just do it”