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2017•NECTAR - Northampton Electronic Collection of Thesis and Research (University of Northampton)Requires access

Any publicity is good publicity? Nike's controversial campaigns and management of celebrities

Stephen Castle, Gaye Bebek

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Abstract

Nike has a portfolio of celebrities that it uses to endorse its products. In fact the company grew through celebrities using and endorsing its products. Tiger Woods is thought to have made Nike Golf the market player it is now rather than an ‘also ran’. Celebrities do not always behave; Nike does not always behave. However, Nike has done well out of managing the situations it finds itself in with its celebrities and its marketing communications. This case study examines Nike’s success in managing its celebrities and growing brand value.

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What this paper is about

Nike has a portfolio of celebrities that it uses to endorse its products. In fact the company grew through celebrities using and endorsing its products. Tiger Woods is thought to have made Nike Golf the market player it is now rather than an ‘also ran’. Celebrities do not always behave; Nike does not always behave. However, Nike has done well out of managing the situations it finds itself in with its celebrities and its marketing communications. This case study examines Nike’s success in managing its celebrities and growing brand value.

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Available abstract

Nike has a portfolio of celebrities that it uses to endorse its products. In fact the company grew through celebrities using and endorsing its products. Tiger Woods is thought to have made Nike Golf the market player it is now rather than an ‘also ran’. Celebrities do not always behave; Nike does not always behave. However, Nike has done well out of managing the situations it finds itself in with its celebrities and its marketing communications. This case study examines Nike’s success in managing its celebrities and growing brand value.

Key concepts: Nike, Publicity, Advertising, Value (mathematics), Brand management, Portfolio, Business, Marketing

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