Nike's Equality campaign

The Nike equality campaign has caused an overload of controversy discussions throughout social media networks. In particularly; Twitter, Facebook and Instagram. The campaign has instigated concerns of Nike as a brand suggesting equality amongst people, due to previous accusation of appointing slave labour and sweatshops to workers in Asian countries. This has been done with manufacturing Nike products. However, the message of incorporating the bond between players into becoming be the same bond shared between people is positively portrayed on Instagram, linking human right with gay rights. These posts change the black and white equality logo to the rainbow colours. This expands equality to gay people being also being seen as equals. The public responded extremely supportive to this change with colourful love hearts and supportive comments.   (Vargas, 2017) (Instagram, 2017) Nike’s forceful campaign has raised aw...

The equality campaign features many professional athletes, including LeBron James, Serena Williams, Kevin Durant, Victor Cruz, Gabby Douglas and soccer star Megan Rapinoe. It is narrated by Michael B Jordan and  includes, Alicia Keys singing Sam Cooke’s 'A Change Is Gonna Come'.  The commercial opens with an arial shot of a basketball court, followed by a close up photo of Le Bron James watching people play. This pattern is followed throughout the video with a arial shot of a tennis court followed by a close up photo of Serena Williams and then again with an arial shot of a football field and a close up photo of soccer star, Megan Rapinoe. As Jordan continues to narrate "equality should have no boundaries" a white line is seen to be spray painted on the ground. This represents the racial aspect to  the reoccurring message of equality within communities. A woman with a head dress is seen running through the streets, touching on the cultural essen...

As the world leading sports footwear company, Nike's high performance athletic gear is mostly targeted at professional athletes, sports enthusiasts and youth ranged from 18 to 24 years old. Nike also focuses on targeting women customers with the development of their women's training segment. This segment is establishing quicker than the mens wear. It is believed that young athletes, in particular from; soccer, basketball, cricked and running will soon form Nike's target market. Nike's mission is to bring inspiration and innovation to every athlete in the world. The new 'equality' campaign has seen Nike targeting fairness and respect amongst communities. Nike is aiming to encourage young athletes to take equality that is found on the field or the court to home towns to enhance world equality.  The message is demonstrated in the commercial. With the line "The bonds we find here,  should go past these lines"(Raabe, 2017). In the commercial this line is...

Integrated marketing communications is an approach to  combine a range of  promotional strategies to provide clarity, consistency and maximum communication impact to the audience. Nike has adopted; advertising, e-marketing and publicity strategies to build recognition to their brand. To advertise the campaign Nike's marketing manager organised to air the ad during the coverage of the NBA all star game. Print ads were frequently used in newspapers, including the New York times and Chicago Tribune. Black and black Equality merchandise was produced to expand the promotion through public awareness and recognition of the campaign. The merchandise was T-shirts and shoes from Nike's annual black history month. E-marketing has been implemented with encouraging the public to get involved and create social media filters. This expands advert9sing whilst expanding the target market to younger ages on social media networks, such as snapchat, integrating publicity, advertising and ...