Audience Insights

                        The target market for Nike is mostly young and professional athletes. Nike also does a business to business approach that provides more brand awareness. Nike is provides jerseys for both the NFL as well as the NBA. The age demographic for Nike ranges from 14-30 and has some outliers of 40+ year olds. In 2017, Nike's global net income amounted to about 4.24 billion U.S. dollars. The success of Nike attributes to the brands worldwide dominance from the use of sponsorship agreements with celebrity athletes, professional sports teams and college athletic programs to promote their products and designs.

                        Nike utilizes its brand power to become one of the top leaders in sportswear. They are competing with companies such as Adidas, Jordan, and UnderAmor. They are well rounded in their efforts to become leaders in the sports industry. However, they fall behind in soccer sales and brand power in that area of sports. In an article by Complex, a well know magazine publish, they are down on the charts for the best soccer cleats brands. Adidas and Puma are seen as the most worn soccer cleats by professionals and young athletes.

                        In order to get ahead and push our soccer cleats we must create brand loyalty. Start with the young athletes and use professionals to pull their attention to our brand.

Nike Soccer Customers Want:

• Lighter fitting cleats

• Variety of fashionable designs

• Reasonable prices

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Brand Interaction

                        As a brand, Nike does a good job of creating interaction with their consumers. They are found almost every networking site, and are constantly socializing with followers. Most of their revenue and promotion are based on numerous of sponsorships and professional teams. You cannot watch a professional or collegiate sporting event without seeing Nike somewhere. Nike has found ways to interacting non-sport types into their sale. They have created gear that can be worn for fashion or amateurs working out. By developing these gateways people have become more and more comfortable with choosing our brand no matter the reason.  

Know and Feel

                       The target markets for this campaign should feel as if Nike produces the best soccer cleats. They should feel comfortable and empowered when wearing our cleats. It should get to the point that when consumers think of soccer they think of Nike. We must utilize social media to create loyalty and a sense of familiarity with brand to consumers.  

This campaign will focus on young and professional soccer players that believe in achieving their dreams. It will be a push/pull type of strategy, by pushing our cleats to professionals that will in turn pull the younger audience. The young athletes will feel as though they can pursue their dreams of becoming a pro soccer by wearing our cleats. We can create this vision by showing that everyone has a beginning, even professionals.

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Key Insight

                        Nike is a company built on greatness and building your dreams. Therefore, our “Start Your Beginning” will show young athletes they have the power to create their own destiny. With the mindset that beginning is the first step to becoming great, they will fall in love with our cleat.

                        Our campaign will be influenced by professional soccer players that wear our brand and cleat. We will use their public impact to drive our brand and cleat. We will launch our new cleat the Hypervenom 2.0 as we run this campaign. The best time to start is around the start of the MSL and Olympic soccer tournament. The overall theme is to show that you can pursue your dreams all you need to do is begin.

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