Question 1: Kyle
Nike is a world-renowned company for its athletic attire and high-quality running shoes.
However, Nike did not start out trying to make the best pair of shoes, but instead a better way for
people to get into shape. With the popularity of jogging sweeping through the US in the late 60s
and 70s, Bill Bowerman, one of Nike's co-founders, researched and published multiple articles
and books on why jogging should be a part of a fitness program. Having made a unique running
shoe called the "Nike Moon Shoe," Bowerman provided a new and useful product that allowed
people to join in on the national trend and jogging exercises (Moon, 2016).
Nike's beginning strategy was to sell "easily indefinable benefits instead of the product"
(Moon, 2016). With Bowerman's goal of creating the lightest running shoe, instead of trying to
explain the intricate details of his product, he sold the idea of, the lighter the shoe, the faster a
person can run. However, to stay relevant, this strategy had to evolve. Instead of pamphlets being
handed out, they expanded their marketing strategy by embracing the new technologies of
everyday life. Nike began by starting printing ads in the newspaper, then branched out to
commercialized ads on televisions, and now of more recent times, through social media
platforms. Nike recognized the fact that they needed to be able to adapt to new ways of
communication as that is where their audience was moving. Having gone from direct marketing
to a more digital format, Nike decided that instead of lots of text in their advertisements, they
created graphics to simply show off their clothing lines and shoes alongside a short motivational
line, creating stories of underdogs or simply celebrity partnerships to gain further attention.
However, Nike took it further and diversified their digital marketing on media platforms by
creating multiple accounts for each specific genre for different audiences. Putting their great
adaptability aside, another one of the reasons Nike has been so successful in their marketing