Nike Branding Strategy and Marketing Case Study

Analysis and examples of Nike’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.

Nike brand logo

Brand Overview

Category

  • Clothing
  • Sportswear

Business Type

Physical Products

Customers

Target Customer

Fashionable Athletic Wear Consumers

Primary Need (Job To Be Done)

Dress in athletic clothing that balances high performance and style

Brand Visual Identity & Content

Primary Brand Colors

[

#000000

[

#ffffff

Brand Typefaces

  • Nike Futura
  • Helvetica Neue

Hero Content

Nike hero image

Hero Content Type

Photo

Content Features People

Yes

Brand Messaging

Key Messages

Headline
Presenting Nike Fleece
 
Subheadline
We all have go-to sweats & a fav hoodie, but Nike fleece is so much more.
 
CTA
Shop

Benefit or Feature Focus

Feature

Tone of Voice

Keywords
Casual, Trendy, Cheerful
 
Dimensions
Funny (+1) <> Serious
Casual (+2) <> Formal
Irreverent <> (+1) Respectful
Enthusiastic (+2) <> Matter of Fact

Aspirational

Self-Actualization

Element of Value Self-Actualization

Emotional

Design & Aesthetics

Element of Value Design & Aesthetics

Functional

Variety

Element of Value Variety

Quality

Element of Value Quality

Simplifies

Element of Value Simplifies

Brand Benefits

Benefit #1

Confidence that clothing has been developed with deep expertise in athletics

Benefit #2

Access to a blend of modern and throwback design aesthetics that are always fashionable

Benefit #3

Feeling of self-actualization through a brand that inspires action and empowerment

Competition

Key Competitors

Adidas, Under Armour, Lululemon, New Balance, Puma, Converse, Allbirds

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