Though Nike owns 48% of the American athletic footwear market but it also owns a staggering 96% share of the footwear market in basketball.
Can one think how Nike implemented marketing strategy to maintain this level of dominant market? Yes, Celebrity endorsements do play a role but Nike’s dominance comes from far more than just throwing money at athletes, actors, and artists.
Nike’s ads rarely, if ever, mention their products at all.
What their ads do, and do well, is induce emotion in the consumer through ‘emotional branding’. Each ad is carefully crafted to evoke particular feelings and needs in the consumer that can only be satisfied by Nike products.
It does this by playing up the traditional narrative of a hero who works hard to overcome adversity, ultimately emerging victorious against a terrible foe.