What’s better than running on Nike shoes? Nothing. Data also reveals that 40% of individuals prefer to wear Nike shoes. Nike holds the brand promise and consistently delivers it. It has become one of the most recognizable and admirable brands in the world. At the same time, the sportswear brand Nike has had a market cap of $156.45 billion since October 2023.
Before we dive into Nike’s brand promise, let’s first take a quick look at Nike’s history.
In 1964, Nike was founded by Bill Bowerman and Phil Knight. It was first called Blue Ribbon Sports. They started selling shoes from car trunks—after the Greek goddess of victory, they renamed the company Nike. Meanwhile, the American brand Nike earned recognition from athlete Michael Jordan’s endorsement in 1984 with their slogan ‘Just do it” and inspired many people.
Today, Nike is the biggest sportswear and clothing line for athletes, as well as other sports equipment. One of the reasons that it became successful is its brand promise, which it keeps and consistently delivers to its customers. Let’s dig into the Nike brand promise, value, ethics, objectives, and how you can take inspiration to make your own strong brand promise.
Nike brand promise
“Bring Inspiration and Innovation to each athlete in the world.”
Bring Inspiration
Nike promises to empower athletes and inspire them to reach their maximum potential. Their slogan, “Just Do It,” aligned with the Nike brand promise. They inspire athletes to reach peak performance by taking action.
Nike doesn’t say that our sports apparel and footwear are made of high-quality materials and make you feel comfortable. Nike’s promise goes beyond that; instead, they pledge that wearing their footwear ignites an athlete’s spark, and individuals want to do something big.
Nike’s brand promise sets them apart because they understand sports are more than physical games–it is all about a strong mindset and mental resilience to conquer goals.
Through meaningful campaigns like “Find Your Greatness” and “Unlimited You,” Nike motivates you to push your limits and uncover your greatness in every facet of your life.
Cutting-edge Innovation
Nike brings avant-garde innovation that aids in covering a marathon distance in a shorter period. At the same time, the Nike ZoomX Vaporfly NEXT% is a groundbreaking innovation for joggers to run at a time speed.
Nike promised that this new idea would change the world, and we have seen this advanced technology shoe worn by Kenya’s athlete Eliud Kipchoge that helped him to run a 26.3-mile marathon in 1:59:40:2 and break the world record for a marathon to run under 2 hours.
This is what Nike promises and delivers to athletes and everyone who craves to pursue their dreams with confidence.
Nike targets athletes around the globe.
Nike’s brand promise is not just for athletes from specific regions–they encourage every single athlete to achieve goals fearlessly, no matter where they are from.
Nike provides advanced technology gear and sportswear for competitive athletes, with firm materials and features like Flywire technology. Beyond that, Nike also offers more casual and cozy sportswear with a trendy design.
Meanwhile, Nike also gives its helping hand to underprivileged communities by inspiring physical activity and boosting athlete potential worldwide.
Nike mission statement
Nike defines its mission statement as;
“Our mission is what propels us to do everything workable to extend human potential. We do that by producing groundbreaking sports innovations, by making our products more sustainably, by developing a creative and varied global team, and by creating a positive effect in communities where we live and work.”
Mainly, Nike’s mission is focused on innovation, sustainability, diversity, and positive impact on the community.
Nike’s core values and objectives
Nike’s brand values and objectives align with the brand promise and mission.
Innovation: Nike is a leaping, groundbreaking innovator and has become the king of the sportswear industry.
Sustainability: Nike strongly emphasizes protecting the earth by reducing carbon emissions. Nike recycles over 1 billion plastic bottles annually to create threads for apparel and Flyknit shoes. Moreover, the recycling policy reduces carbon emissions by 30%, besides the original poly.
Now, Nike’s objective is to move to zero carbon emissions and waste to safeguard the aspiring future of sports.
Community Diversity: While targeting athletes of all bodies around the globe, Nike believes in building a diverse community, and they pay equal equity to minorities, men, and women. Nike’s objective is to create a more diverse community of teams and athletes.
How to Craft a Brand Promise, Inspired by Nike
You can take inspiration from the Nike brand promise to stand out and differentiate your business from competitors. While having an eye on the ball of the Nike brand, you can craft a well-defined brand promise to persuade your target customers. Let’s dig into the steps you need to follow, like the successful brand Nike.
1. Do Market Research
Nike conducted a thorough analysis of the market and its potential customers to understand their preferences and buying behavior regarding footwear. By following Nike’s footsteps, you need to research your market, target audience, and competitors to gain insights into their needs and interests.
You can conduct research through customer interviews, surveys, and competitive analysis, noting down all valuable data.
2. Unique Brand Promise
At this point, you have gathered insights into your target consumer, market, and competitor, and then figure out what you can offer to meet their need. The offers that are unique and distinguish you from the rest—don’t hesitate to come up with a bold and inspiring brand promise statement.
However, your brand promise should align with your brand personality—it has to be simple, authentic, credible, and measurable, yet inspiring. Don’t overpromise or underpromise. Additionally, you can read about the Best Brand Promise Examples To Get Inspiration
3. Deliver your brand promise.
Nike became a leading sportswear brand because it consistently delivers what it promises. They really bring innovation and inspiration to their potential customers’ lives. Nike delivers its brand promise across all communication and stays constant with it.
Now it’s time to deliver your brand promise to customers consistently across all touchpoints, whether it’s on your website, social media, or your marketing campaign.
4. Collaborate with influencers to deliver your brand promise.
This will be a plus point for you if you collaborate with influencers loved by your target audience. Your customers likely take action when they watch their go-to person to whom they inspire. Nike consistently teams up with talented athletes to inspire their customers.
5. Meaningful ads deliver the brand promise through a powerful story.
Nike emotionally connects with its audience through powerful storytelling ads while delivering its brand promise. Create an ad that empowers your potential customers like Nike.
6. Active Social Media Presence
Marketing your brand promise through social media is the cornerstone of being a recognizable company. Nike pushes its audience to get out of their comfort zone and follow their dream with their sportswear. To excel in your competition, you have to be super active on social media to be heard and identified by your customers.
Takeaway
Nike is one of the most successful sportswear brands in the world because of its inspiring and innovative brand promise. They stand on the unique idea that a person who has a body is an athlete and changes the perception around the globe. If you want to stand out in your target industry, then follow the footprint of the apparel and footwear ruling brand, Nike.
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