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How Nike Advertises Globally

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by

Alexa Vayro

on 10 October 2013

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Transcript of How Nike Advertises Globally

How Nike Advertises Globally
Does Nike advertise differently around the globe?
Overall, Nike doesn't advertise very differently across the world. Small details such as: Language and sport may change according to the country it is being sold in.

Large details such as: Advertisement slogan and layout, and product style don't change very much when you change nationality.

In order to compare the different aspects of Nike's advertising, you must find a few different similarities and differences among the different countries studied.
Similarities: Ad Slogan
Universally, Nike promotes athletics and the determination to reach success. In almost any country you could say the words "Just Do It" and people would know you are talking about the iconic swoosh symbol.

Annually, Nike releases several different ad campaigns with their own slogans. Around the world these advertisements are almost identical to the originals released in the United States.
Difference: Language
Across the globe there are hundreds of different languages spoken. Each country often has one chosen to be its official spoken language. In order to be successful in promoting their products, transnational companies, such as Nike, have to adjust their ads to the popular language.

Since English is such a popular language, it is often included in advertising underneath the main language used.
Similarities and Differences: Sport Promotion
There are several sports that are popular worldwide and therefore promoted by Nike. These sports include: Soccer, Running, Training, Basketball, and Golf. In most countries, Nike sells equipment and apparel to suit these sports.

In some countries it adds other sports such as: Tennis, Snowboarding, Skateboarding, Hockey, and American Football. These sports are bound to change depending on their popularity within the region they are being promoted in.
Similarities and Differences: Athlete Representation
In their advertisements, Nike uses different popular athletes to promote their products. The athlete's face can be plastered all around the world. Nike often releases a clothing line named after star players in many sports, including basketball. For example, have you ever heard of
Jordans
?

In some countries, sports such as Hockey and Tennis are more popular than American Football or Basketball. Even though apparel for these sports may still be available, promotion will be directed at the top two or three most popular sports and the top athletes that play them.

Conclusion
Nike's advertising and promotion techniques don't vary that much no matter where you are in the world.

Overall there are only a few differences that stand out in any way. Big ideas such as slogan, layout, and product style change very little if at all.

Nike and their advertising show very well that the world of sports and workout wear is quite homogenized. Everyone will choose their favorite brand and buy essentially the same product as someone else thousands of miles away.
Think about it
Where can the line be drawn between collective identity and loss of individuality?
Consider what was presented on Nike and their advertising. It is definitely an example of Homogenization. In almost any society, homogenization can be good in moderation.

Does the fact that there are hundreds of thousands of people dressing just like you provide a sense of community and belonging or does it make you feel less unique and expressive as an individual?

By Alexa Vayro
Full transcript