Nike holds the leading position in this industry with the total sale of USD 37 billion which is USD 9 billion ahead of its primary competitor, Adidas Group (Nike Inc., 2014, p.1). The brand equity and the innovative promotional activities and campaigns have acted as the major drivers of the growth and continued popularity of the company since its inception till the current days of operation (Porter, Harris and Yeung, 2002, p.200). Nike Inc. is considered to be one of the most valuable brands across the globe and is renowned for its innovative communication techniques. The company holds the 26th position in the list of the top 100 global brands as published in the year 2012 by Inter brand. The brand value of Nike in 2013 was USD 13, 179 million.
Brand image is a significant factor required for any company to ensure continued success and create competitive advantage in a dynamic global business environment. As such, Nike Inc. has been continuously working on developing strong promotional practices as a part of its integrated marketing communication strategies. In this report, an analysis of the very successful recent campaign of the company “Risk everything” would be discussed and analyzed. This advertising campaign was released in April 2014 and went on to become one of the most impactful and successful advertising campaigns in the history of the company thereby taking the brand image, perception and awareness of the company to new heights.
The main objective of the “Risk Everything” Campaign launched by Nike was to inspire the consumer groups of the company to take risks and succeed. This campaign used celebrity endorsements by various famous athletes to promote the brand and create high levels of inspiration and euphoria among the fans of these famous athletes.