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Abstract
Nike's marketing tactics in the '80s, and in particular its campaign against Reebok, gambled on the idea that the public would accept sneakers as fashion statements. Nike later cashed in on the jogging/fitness craze of the mid 1980s, during which its "Just Do It" campaign expanded to attract the female and teenage consumers, in addition to the stalwart 18 - 40-year-old male consumers. Nike Inc. is a well-known company that produces branded sport shoes and quality sportswear that has been admired by everybody for their brand. Brand management of Nike Inc. has play an important role to the company as they are successful in capturing brand - minded of consumers in all levels. Although at first Nike Inc. faced tremendous critics from public about their inconsistent attitude through constantly changing their plans as they wanted. Suddenly they realized that they need to come out with something to encounter the perception of public by introducing - 'Just Do It' campaign, which give the spirit of doing something without hesitation. At the time being, Reebok, the biggest competitor of Nike Inc. tried to compete with them in term of sales, but Nike Inc. has proved that their - Just Do It campaign has been successfully implemented. The Just Do It campaign has become one of the advertising methods by the Nike Inc. in order to promote their brands until now.
Keywords: Advertising, Brand Promotion, Just Do It Campaign
I.Introduction
The roots of Nike are on a running track at the University of Oregon, which is where the two founders met. Bill Bowerman was the track and field coach there, and during his tenure Oregon produced no fewer than 33 Olympians. He was so determined to help his athletes excel that he made shoes for them by hand in his spare time. Phil Knight was one of his runners. Together they founded Blue Ribbon Sports, the company that became Nike. Initially they each put up $500 to buy some Japanese sports shoes which Knight sold at high school track events out of the back of a car. Their first major athlete endorser was Steve Prefontaine, holder of every US record from 2,000 to 10,000 metres.
The Nike name made its debut in the 1972 Olympic Trials....