Advalue:NIKE Football campaigns

INDUSTRY Viewpoint; Sara Louise Borland, Marketing manager, LA Gear

Football is at the forefront of everyone’s mind, especially here in Newcastle. It’s difficult not to be drawn towards the precipice as the competition in the Premier League reaches its peak. It is World Cup fever revisited, when football opened itself up to a whole new audience and with Euro 96 around the corner, the ball is gaining momentum as it rolls.

I would not have classed myself as a football supporter, but suddenly I find I am eager to be armed with the latest score and up-to-date information on the league tables: it’s a must to hold your own in conversation.

Football seems to be carving a wider market for itself, spanning all ages and genders. It suddenly seems “de rigueur” to be associated in some way with this once male domain. If the latest TV girlies are not being snapped alongside a footballer, they are queuing for an invitation to appear on Fantasy Football League to increase their standing in the credibility stakes.

Nike’s entrance into this market could not have been better timed. As a brand, Nike is going from strength to strength and has apparently recognised the size of the animal football is becoming – and wants its pound of flesh. Nike’s tactics, specifically applied to its advertising, are subliminal yet powerful; football is a passionate sport and Nike’s creatives promote the beauty of the game.

They have tackled controversial and moral issues and come out on top.

Like LA Gear, Nike’s heritage is firmly established in the States. However, Nike has chosen to distance itself a little from that imagery in search of a wider market in the UK – that is the football fan. Obviously this strategy has had a far greater reach, with a powerful knock-on effect in the sales of shoes to the more fashion-oriented wearer.

At LA Gear, we pride ourselves in promoting our US, West Coast heritage and that wacky LA lifestyle with a leading-edge, fashion-oriented product.

Finally, I must mention Mr Eric Cantona. After all the controversy, many a sponsor would have recoiled in fear at his knock on the door. Not Nike. Its creative ability to tackle a potentially disastrous situation and turn it around into a positive one catapulted its campaign to cult status. And I’m sure Mr Cantona will be thanking his lucky stars that his sponsor was ingenious enough to transform his image of football’s bad boy to that of superstar.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here