Nike brand analysis

The topic under discussion is the brand known worldwide as Nike Inc. This firm appeared way back in 1964 and since then managed to transform significantly and currently cannot be considered only as a company manufacturing sport shoes; it is the global sport and fashion brand. What is more impressive about Nike is the progress this company has made so far that it became the multinational corporation offering its services worldwide with a diverse line of products like shoes, apparel, gear, and fitness. The reasons why Nike is successful apart from having high-quality items lie in the creation by the brand of unique style not confined by sport and based on concepts of aspiration and self-improvement as well as the message that anyone can succeed regardless of his or her skill level or age.

The main target group of Nike is young people who are active sports fans and engage in different physical activities like running, exercising at gyms, crossfit, basketball, football, etc. Exercise is a way of life for such people, who are involved in the sports culture, watch sport stars in social networks, and always search for something that could improve their physical activity.

These people are especially ready for innovations. They know everything about the latest technologies in the field of manufacturing shoes and clothing - from innovative materials to various cushioning systems, performance measurement, and sustainability issues. For these people, the purchase of Nike sneakers is also symbolic.

Moreover, the digital generation pays much attention to online communications. Young people communicate with brands via social networks, use fitness apps and websites, and are influenced by various influencers' content. This fact makes the presence of Nike in these media even more beneficial.

Moreover, this company appeals to those individuals who are currently not very active in doing sports but who seek leading an active lifestyle. These individuals may understand the advantages of physical exercise and set their own goals concerning fitness, weight loss, etc.

With the help of motivation through advertisement, use of fitness apps and training programs, Nike helps you overcome all the obstacles that you face when starting to do exercises. The philosophy of Nike implies progress rather than perfection, which means accessibility for everyone.

Such consumers are vital for Nike since there is a huge potential for further development. While other audiences may consist of people who are already engaged in different kinds of sports, this one includes people who can develop certain behavioral habits and make purchase decisions.

Next to the use of social media, public relations also plays an important role for Nike in the building up of credibility and cultural relevancy. The company has found success through the creation of long-lasting partnerships with top athletes like LeBron James, Serena Williams, and Kylian Mbappé. The values that these athletes embody, such as discipline, resilience, ambition, and excellence, correspond to the image that Nike projects. The PR activities include engaging in social issues and cultural matters. For instance, the company has been involved in the promotion of initiatives addressing the matter of race equality, diversity, inclusion, and mental health. Such actions can sometimes raise a controversy but will eventually foster stronger customer loyalty in terms of brand identity.

Nike also collaborates with cultural figures, artists, and musicians by organizing limited edition releases. This creates hype and buzz around their products. In addition, these special products have a rather limited supply, which creates urgency and a desire for customers to buy and wear them. Digital communication, partnerships with elite athletes, support for social initiatives, and collaborations with various cultural personalities make Nike a very successful brand in the sports and pop culture sphere.

The Theory of Planned Behavior (Week 4, Lecture 4.3)

This theory was developed by Icek Ajzen. It states that behavior does not directly follow from attitude. Behavior is preceded by intention, and intention is formed by three factors:

1. Attitude – whether the person sees the action as beneficial or not.

2. Subjective norm – what significant other people think about the action.

3. Perceived behavioral control – the person's belief in their ability to perform the action.

This theory is useful for Nike because the brand does not just sell a love for sport. It sells the willingness to go out and run. The Theory of Planned Behavior helps us see how Nike works with psychological barriers like "I cannot do it".

The Narrative Paradigm (Week 4, Lecture 4.4)

This theory was proposed by Walter Fisher. Fisher argues that humans are "storytelling animals" (homo narrans). We are not persuaded by logic and facts alone. Instead, we are persuaded by good stories that have:

1. Narrative coherence – the story is internally consistent and makes sense.

2. Narrative fidelity – the story matches our own values and life experiences.

This theory fits Nike perfectly. Nike rarely talks about sewing technology or shoe materials. Instead, it tells stories of athletes who fell, stood up, and won. Fisher explains why such stories are more powerful than product specifications.

Accordingly, the following section will analyze the Nike brand by applying the theoretical frameworks introduced here.

Analysis Through the Theory of Planned Behavior ⠀ 1. Attitude

Nike creates a positive attitude toward starting sport at any age. Sport is presented not as punishment or a risk of injury, but as an act of self-love and proof of inner strength. Marjorie says in the video: "People said I was crazy to run my first marathon at 81". Nike changes this perception: what others call "craziness" is actually strength. Sport becomes desirable, not frightening.

2. Subjective norm

Nike shows an ordinary person (an elderly woman, not a professional athlete) to create social proof. Marjorie admits: "I said to her, 'Do you think I could do the marathon?' And she said, 'sure.'" The message is: "People I respect approve of being active. This is normal and even cool." In addition, Nike uses contrast: friends and family doubted Marjorie, but she proved them wrong. This creates a social norm: "Do not listen to those who doubt you — listen to those who have already done it." ⠀ ⠀ ⠀ ⠀ 3. Perceived behavioral control

The campaign's tagline "It's only crazy until you do it" directly works on perceived behavioral control. Nike lowers the barrier: "You do not need to be a professional. Just start. You can do it, because this 81-year-old woman did it." Marjorie herself adds: "If you want to do something and you really want to do it, give it a try. If you think carry on, just do it... because that's what I did." The brand removes objections like "it is too late for me" or "I am not in good shape."

Analysis Through the Narrative Paradigm ⠀ 1. Narrative coherence

Marjorie's story is internally consistent. Hero: an 81-year-old woman (an unexpected protagonist). Obstacle: age, physical decline, and the social expectation that elderly people should rest. Plot: it begins with a conversation in the park with a friend. She then trains for seven months. During the race, she faces obstacles — she fell face down at the 400-meter mark after colliding with another runner. Finally, she reaches the finish line. Resolution: "I ran across the finish line, and I said, 'I did it!'" The logic is clear: weakness leads to effort, and effort leads to victory. This is understandable to anyone who has ever doubted their own abilities.

2. Narrative fidelity

This story resonates with deep human values: perseverance, defying expectations, and the belief that it is never too late. Marjorie says: "But that's the great thing about being old... I can just pretend to not hear them." The consumer thinks: "If she could do it at 81, I have no excuse now. This story is about my own fear of aging and my desire to prove something to myself." According to Fisher (1984), when a story has fidelity to the listener's values, it persuades without arguments. The consumer does not need data about the health benefits of running — the story is enough. ⠀ ⠀ ⠀ ⠀ 3. Storytelling instead of argumentation

Nike does not say, "Our sneakers have special cushioning for old knees." Instead, Nike shows the triumph of one woman. Nike's message is: "There are no limits to human determination — not physical ability, not gender, and certainly not age." The consumer does not buy a product, but an identity: "I am someone who, like Marjorie, is stronger than I think."