Nike Brand Strategy & Positioning

Nike Brand Promise

• Mission Statement

Nike's mission is to bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.

• Values

Innovation: Constantly pushing boundaries and challenging the status quo to create products and experiences that elevate athletic performance.

Inclusion: Embracing diversity and fostering an inclusive environment that empowers individuals to express their unique potential.

Nike Brand Positioning

• Nike positions itself as the ultimate brand for those who aspire to achieve greatness in sports and life. The brand has successfully established itself as a symbol of inspiration, performance, and style. Key elements of Nike's brand positioning include:
  • Performance Excellence: Nike is synonymous with top-tier athletic performance. The brand consistently delivers cutting-edge technology and innovative design in its products, enabling athletes to reach new heights in their respective sports.
  • Cultural Icon: Beyond athletic achievement, Nike has become a cultural icon that resonates with individuals who seek to express their identity and embrace a lifestyle of determination and self-improvement.
  • Empowerment: Nike positions itself as a catalyst for self-empowerment. Through its iconic marketing campaigns and endorsements, the brand inspires people to believe in their potential and strive for greatness, both on and off the field.
  • Fashion and Style: Nike seamlessly blends performance with style, making its products not only tools for athletic success but also fashionable statements. The brand's influence extends beyond sports arenas, shaping trends in streetwear and casual fashion.
  • Social Responsibility: Nike recognizes its role as a global leader and actively engages in social and environmental initiatives. By addressing issues such as diversity, equity, and sustainability, Nike aligns itself with the values of socially conscious consumers.

In essence, Nike's brand positioning revolves around the fusion of performance, style, and empowerment, making it the go-to choice for individuals who strive for excellence in their athletic pursuits and beyond.

Nike Empathy Examples

Colin Kaepernick Nike 2019 Ad Campaign

Find Your Greatness Campaign

Nike Vintage Print Ad