Advertising for the reform of market and consumers won, but it is more important to Nike, gradually in the advertising communication art master and formed his unique ideas and strategies of advertising – must be devoted to communicate, rather than selling appeal. This strategy and most American companies advertising strategy is radically different, but it is a unique strategy and practice in the market, Nike ostentatious continuously rapid growth and success. Nike market expansion breakthrough is the primary market, the market teenagers consumers have some common features: love sports, hero worship, make track for a star, he hopes, active thinking, rich imagination and full of dreams. According to the characteristics of adolescents’, Nike and some big-name succession, popular sports star signings, such as Jordan, Charles barkley, Andre agassi, Eric cantona etc, they became Nike AD film radiant main communication. In AD “who killed the rabbit, Michael Jordan”. Michael Jordan () and another popular cartoon characters and gus benny (rabbit has appeared in Jordan). Advertising is the start of the lens are caves in sleep, suddenly came up to me from the earth, the vibration of the wake up, he climbed out of a hole, is playing basketball in four guys, benny complain a few, but those who are attacking, they put the ball in the air like to benny shout loudly: “this is my enemy!” At this moment, Michael Jordan, to help his friend rabbit Jordan cartoon a basketball war began… In the TV AD picture, almost no Nike product “, “not like other figure advertisement that publicize products, selling”, “stated the limelight just using the Michael Jordan and rabbit played a game or a story. In addition, the 1990s Nike has designed a computer game, promotion, the participants in the game to play basketball with king Michael Jordan. Nike mastered teenagers who abhor sermon, independent consciousness, give full play to the characteristics and meet their imagination and self-awareness, from the Jordan “aware of my love”, “from” wear Nike shoes of Jordan “associate” wear Nike shoes I “… In a series of consumers, the ego thought, Nike and target market, they naturally formed communication, Nike product spleen in imperceptible embedded in the customer’s mind. Nike W&K advertising agency director of the company’s plans, Nike and Chris Riley contrast reebok advertisement, said: “your comments after the Nike AD showed the reebok and at the age of 14-15 children, they would say:” the reebok and in my mind, they use sports and health to sell advertising. “; but they talk about Nike advertising is different: “you see, the guys in Nike money! True don’t understand how they manage their advertising budget.” this means they understand that we can use the traditional marketing Nike orientation of doubt, Nike. A series of advertising market for teenagers to objective are interesting to the customer (young)
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