Nike has been able to develop successful advertising campaigns and effectively market their products through the hard work of the Wieden and Kennedy Advertising agency, which understands the needs and desires of consumers and has successfully throughout the years marketed the products of Nike. Throughout the years Nike has had many different advertising campaigns, some more successful than others, but always created to reflect public opinion. What is most important though, is that Nike has changed their campaigns, in order to satisfy public preference. In the 1980's Phil Knight's company, Nike, exceeded a billion dollars and the company never again looked back. It was then that Phil Knight realized that he needed to not only improve but also expand upon his marketing tactics. Nike continued to grow and to establish itself as the number one in its industry. Nike

Sports' marketing was a major part of Nike's advertising campaign up until recently. Although Michael Jordan was the major spokesperson for Nike, he was not the only athlete that Nike used to sell their products. Nike has included women athletes such as Monica Seles and Mia Hamm. Both us these women represented strength and were positive role models for young girls. Nike used this to market their products to girls and to inspire women through successful women athletes. Nike has also used other men in their campaigns; a few are Michael Johnson, Pete Sampras, John McEnroe, and Andre Agassi. These male athletes were positive role models and athletes in which people aspired to be. In addition to the changing caliber of professional athletes there is a greater emphasis placed on the individual, and being your own person. People are proud of their uniqueness and individuality and they want to express this. With this new school of thinking Nike has created new advertising campaigns to satisfy public opinion.

"The idea for the marketing campaign came from some of Nike's own research. We went out and asked kids whom they aspired to be. We figured that we would hear, 'I want to be like Mike', but what we heard was 'I want to be my own me.'"

has effectively marketed their products and in addition understands the importance of a quality product. They are continually improving their shoes through new technologies that are developed by their research teams. An example of this is their Shox sneakers, which are designed to add a little spring to your step. Other new concepts or technologies that Nike has marketed and developed throughout the years has been their Nike ID line; which allows customers to customize the shoes that they purchase, the Hyper Flight; Nike's lightest weight basketball shoe ever, and their Air Presto Faze; a lace-less, slip-on running shoe. In addition to understand the importance of a quality product Nike also understands the necessity of effective marketing and this requires an understanding of public opinion. In the last few years Nike has seen a change in the focus of their advertising because a change

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Approximate Word count = 1448
Approximate Pages = 6 (250 words per page double spaced)