In the past few years, Under Armour has (on average) exhibited 3X more revenue growth than Nike. UA recently got a deal with Steph Curry, but in the Finals, he just lost to Nike’s LeBron, seemingly offering a temporary stop to all of the Curry hype. Nike has been invested millions of dollars to associate their brand names with easily recognizable athletes with the aim of brand image building. All in all, compared to other athlete brands, Nike still occupies the market competitiveness. The brand name is easily memorized by costumers. In terms of athlete partnerships, Nike is easily better. ConceptDrop is a marketplace that uses artificial intelligence to quickly match creative projects with their community of best-fit freelancers. Jordan’s, Kobe’s, KD’s, LeBron’s, and Kyrie’s are all quite decent cash cows. Take it from Nike, whose successful dominance in the world of sports has thrived on their ability to construct their brand image, visibility, and giving the company logo extremely high value. Sponsorships, advertising and experience focused retailing (Nike town) are three vivid channels that Nike has applied to enhance its brand image and awareness. Nike has created superior marketing by utilizing celebrity endorsers, such as Michael Jordan, to represent their brand. They listened to athletes and designed shoes that satisfy their needs for high performance and durability. By building up their brand, a company is taking a series of steps to create value, brand visibility, and make their products desirable. This strategy created a lot of attachment of athletes to the brand, some sort of brand loyalty. Core associations for Nike include: innovative technology, high quality/stylish products, joy and celebration of sports, maximum performance, self-empowerment and inspiring, locally and regionally involved, and globally responsible. While this number is exorbitant (remember, we’re talking about $978 million from twenty-one years ago), the outcome for Nike was more beneficial than not. Click to read more. What has to be mentioned is that Nike is associating its brand with famous athletic celebrities that have similar personality as the brand; they are achievers, winners, determinant, and accomplishment oriented, nontraditional. UA has seemed to focus on training-focused gear in the past, and has recently been gaining traction in basketball. In addition, one of the most important sources of Nike brand equity is the high perceived quality of the brand not only among athletes but also between the public.Although most of Nike’s market was the public that used their shoes just for walking around yet Nike was committed to design their shoes according to the high standards of professional competition. Nike spends around 3% of its annual revenues on capital expenditures, whereas spending on advertising and promotions – keeping their brand visible – is about 10% of their annual revenues. In terms of shoes, Nike has a freaking broad line. Nike is capitalizing on the idolized view of American for their athletic heroes, especially the youth the main target of NIKE. The brand name is easily memorized by costumers. But Adidas, Under Armour and Rebook are all big competitors of it. Take it from Nike, whose success and dominance in the world of sports has thrived on their ability to construct their brand image, visibility, and giving the company logo extremely high value. Again, pretty much for any sport. Such as Nike, since its creation in 1971 in the USA, the Nike swoosh is still one of the world’s most valuable brand despite of the severe crises. -How Nike Redefined the Power of Brand Image Nike's Mission Statement To bring That’s a significant figure, and it’s been a cause for concern for Nike loyalists and shareholders. Nike pours millions into advertising and marketing spending because keeping their brand visible is key to driving future growth earnings. The world constantly changes and disparities, however, some top brands seem to keep their leadership position in their industry to this day. Regardless, Nike has the upper hand here as well. Nike is just shy of becoming the definition of sports themselves. The Swoosh is easily one of the most recognized brand logos in the world. A Nike T-shirt in 1971 began the enterprise which today incorporates Nike International Appeal built for the comfort and protection during high intensity outdoor workouts. Nike's Brand Identity Controversy “Nike, who has refined themselves as an athletic and fitness company and not just another shoe company, is just shy of becoming the definition of sports themselves." Besides they didn’t follow the trends of other shoe maker like Rebook who used garments in the fabrication of their shoes instead of leather because it is more fashionable although it is less durable, Nike didn’t do so and they stick to using leather fulfilling their commitment to quality. , notes three ways Nikes has developed into the definition of sports themselves: incorporating sports celebrities, downplaying the competition, and selling pieces of the brand “as if it was the Berlin Wall.” Niketown, glossy, extravagant stores built in the United States, serves the purpose of making customers think that Nike’s brand is high-end. While branding is important, but it can come at a high price. Want to receive blog articles, exclusive deals, and updates from ConceptDrop? Nike’s logo has encompassed a brand that reflects aspects many people strive for in their lives: dominance, authenticity, innovation, winning, and performance. In 1997, Nike spent $978 million on advertising, marketing, and promotion. Take Under Armour as the example. is a great way to create a two-way conversation with consumers. The Nike Swoosh has been made into a cultural dissemination that stands for athleticism, power, fitness, and all other values Nike attempts to incorporate into their brand image. Seeing a winning athlete wearing a Nike shoes in a professional competition authenticated the quality perception in the minds of the customers about the Nike brand. As for now, Nike+ website. The idea is that embedding a celebrity image into the consumer’s mind will cause the consumer to associate the endorser with Nike’s products.