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In the 1980s, Best Nike products began to enter the homes of ordinary people (especially teenagers) from track and field and gymnasiums. Nike must try its best to expand the appeal of Best Nike advertising without losing the traditional market of formal sports. For this purpose, Best Nike must be like Levi's brand (established by Levi Strauss, the inventor of jeans, the leading brand of denim clothing). Component and status symbol of youth culture. Best Nike is fighting in two completely different markets. The challenge it faces is how to achieve balance and consistency in adapting to popular awareness and promoting sports achievements. Best Nike has begun to rethink its advertising strategy.
The primary breakthrough for Best Nike to expand the market is the youth market. Consumers in this market share some common characteristics: love sports, respect heroes, have a strong sense of chasing stars, hope to be valued by others, have active thinking, have rich imaginations and are full of dreams.In response to this feature of young consumers, Best Nike has successively signed contracts with some famous and beloved sports stars, such as Ronaldo, Drogba, Ronaldinho, Torres, Cesc Fabregas, Ibrahimovic, Robinho, Adrien Guero et al. And shot many imaginative commercials, such as the 2010 South Africa World Cup promotional film "Kick the Legend" premiered on May 22 when the Champions League final.
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