Biggest Athlete Endorsement Deals In Sports History. The Nike brand name is often top of mind when thinking about sports apparel, footwear and gear. With that being said, Adidas, Under Armour and Puma are using celebrity endorsers as well. Negative associations such as sweatshops have been somewhat of a dark cloud over the brand. 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. Looks like you’ve clipped this slide to already. Spy-thriller escape by disgraced corporate titan embarrasses Japanese government, The Ivy Leagues Have Released 67 Free Online Business Courses For You To Take Right Now, The Gauntlet Growing Social Networks Face Just Got Harder, On Storytelling, Business, and Literature, SoFi’s CEO Talks Membership Strategy, Future of Fintech, Nikola Motor Company (NKLA), or how to build a $21.8 billion company with zero revenue. How does a company that started as a distributor of Japanese footwear become arguably one of the biggest apparel brands in the world? [PDF document]. See our User Agreement and Privacy Policy. That’s a significant figure, and it’s been a cause for concern for Nike loyalists and shareholders.

This inspiration has been an intricate part of the company since it began. He used to meet them in tracks, in high school and in colleges. thanks.

Nike doesn’t just sell sports gear; it sells a lifestyle, a mindset, a belief. Poor working conditions and low wages in factories where Nike’s products were produced were brought to light in the early 1990’s (Nisen, 2013). is a great way to create a two-way conversation with consumers. A relationship that started with the beginning of the company when Knight used to speak to athletes using their language and listen to their feedback. They are always in touch with you to let you know the status of paper and always meet the deadline! Besides his own brand association, Ronaldo also valuable for Nike as Hookit ,which which measures the social and digital media value for brands, reported that Ronaldo’s social media activities generated a staggering $474 million in value for Nike at 2016. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. How has Nike mastered this relationship? A brand association is a mental connection between a brand and a concept. At a relatively cheap price-point of $110–130 for a superstar’s signature shoes, Curry’s have gotten a lot of attention. It inspires customers to compete not with others but with themselves. Learn more. We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. In terms of growth, however, it’s been a different story for the two companies.