Nike’s steady competition in the 1980s was Reebok. To break any similarities they had to Reebok, Nike began promoting its shoes as fashion accessories. Reebok had cornered the younger, aerobics audience, so Nike started concentrating their ads around the person wearing the product rather than the product itself. In the 80s, Nike grew to hold 50% of the market share in the athletic shoe market.In 1988, Nike employees met with advertising agency Wieden and Kennedy (formed in 1982). In the midst of the meeting, Dan Weiden turned to the Nike employees and said, “You Nike guys, you just do it.” And so the infamous Just Do It tagline was born.The original Just Do It campaign was aimed at Nike’s traditional target, 18-40 year old males, as well as younger teens and females. The campaign reached consumers on a humorous level and tapped into the fitness craze happening at the time. The ads worked to shame people into exercising, and when exercising to wear Nike’s.Through the celebrity endorsement of John McEnroe, Bo Jackson and Michael Jordan, the Just Do It ads helped Nike be seen as a hip brand that people wanted to wear whether exercising or not. The Just Do It campaign was chosen by the magazine Ad Age as one of the top five advertising slogans of the 20th century.Nike sponsors Hoop It Up, a program for high school basketball players, and The Golden West Invitational, for high school track and field players. Nike also donates money to the Let Me Play Fund – named after a 1995 Nike advertisement. The Fund issues grants for equipment and uniforms.Nike launched their skateboard collection, NikeSB, in 2002 in an attempt to gain market share in the quickly growing skateboarding craze. Before Nike SB, skateboarders wore Nike basketball sneakers because of their strong grips and ankle support, as well as their great comfort level.Over the years, skateboarders have had fluctuating opinions of Nike – enjoying the brands’ quality products, but rejecting its commercial aspects. Nike’s two main competitors for skateboard shoes are Vans and DC Shoes.Occasionally the NikeSB shoes get ruined quickly if used for skateboarding – leading their users to steer away from skating in the shoes and instead wear them for their collectible value. To keep up its collectible aspect, Nike keeps down the numbers of its NikeSB’s produced and ships them to shops with a $65 – $100.00 suggested retail price, although the shop owners often sell them for much more.
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