INTRODUCTION - NIKE Just Do It is an example of a brand campaign that tapped deeply into the authentic character of Nike’s brand values and brand purpose.  The "Just Do It" campaign launched in 1988 was highly successful with ‘’the Age’’ selecting the campaign as one of the top two taglines of the 20th century with it being both "universal and intensely personal". One of the campaign's objectives was to target all Americans regardless of age, gender or physical fitness level which led to Nike becoming worn as a fashion statement, not just as fitness gear . Nike’s fundamental objective was to represent sneakers as a fashion statement to consumers, especially females, teens and males aged 18–40.

WHAT WAS DONE IN CAMPAIGN? Throughout the campaign Nike enlisted numerous notable athletes in order to attract customers and promote the image of Nike as being reliable to not only everyday customers but professional athletes. Athletes such as football stars Ronaldinho and Wayne Rooney, basketball stars Michael Jordan, and Kobe Bryant and tennis stars Roger Federer and Rafael Nadal were used in their advertisements, including a range of people from varying ethnicities and races.

JUST DO IT CAMPAIGN: Linked campaign to consumer needs . Portraying quality brand with celebrity sport figure Sense of belongingness and" hippiness". Self- fulfilling image prophecy. Turned sweaty, pain-ridden ,time consuming exercise in Nike sneakers into sexy and exciting. " If you want to be hipster ,wear Nike ; if you're hipster , you're wearing Nike". According to a report from the Center for Applied Research Nike spent $300 million on overseas advertising alone between 1988 (the year the “Just Do It” campaign was created) and 1998. During these first ten years, Nike increased its market share of the “domestic sport-shoe business” from 18 percent ($877 million) to 43 percent ($9.2 billion).

PRESENT CAMPAIGN ! CONNECTING WITH CONSUMERS- As per their ‘just do it!’ Campaign ‘they’re selling more than a product; they’re selling aspiration’ WORD-OF-MOUTH- They earn word of mouth by creating compelling ‘watercooler moments’ UNIQUE, EXCITING ACTIVITIES- During the fifa world cup, nike partnered with google to ‘create nike phenomenal shot’ SOCIAL MEDIA- Original youtube series ‘margot vs lily’ received over 80,000,000 Views.

YOU CANNOT TRAIN A LOUSY DIET WHO DARES. WINS!! YOU CANNOT TRAIN A LOUSY DIET

Ad campaign Nike’s new product would be Protein powder named “zestyy”. It would target aspiring athletes who lack muscle strength. As the brand “Nike” is established well in people’s minds, it would boost the energy levels of consume , and turn tiresome sessions of exercise into a hip. Promotional tools - advertisement- TV and print media - sales promotion- discounts and distribution as free samples in marathons nike store. - PUBLICITY – demonstrations of the product in public