NIKE

Attributes:
- Quality: The brand uses high-quality materials and advanced manufacturing techniques to
create shoes, clothing, and accessories that are long-lasting and perform well in a variety of
conditions. Nike's Flywire technology uses high-strength threads to provide support and
durability in its footwear. Nike also prioritizes quality control in its supply chain to ensure
that its products meet the brand's standards.
- Innovation: Constantly strives to introduce new technologies and features that improve the
performance and comfort of its products. Nike's Flywire technology, for example, employs
lightweight, high-strength fibers to provide support and stability in shoes. The brand's Dri-FIT
fabric technology wicks away sweat to keep athletes cool and comfortable during physical
activity. Nike+ app, which tracks running and training progress and connects users. In
addition, the brand employs augmented reality in some of its marketing campaigns to engage
customers in an unique way.
- Performance: Performance is reflected in the brand's slogan, "Just Do It." The brand's
products are designed to enhance the performance of athletes and active individuals. Nike
collaborates with top athletes and coaches to develop products that meet their needs and
improve their performance. Nike's performance attributes are also reflected in the brand's
sponsorship of sports teams and events, such as the Olympics and the World Cup.
- Design: The brand collaborates with top designers and artists to create unique and eye-
catching products. Nike's iconic Swoosh logo and "Air" technology have become
synonymous with the brand's design aesthetic. Nike's design attributes are also reflected in the
brand's customization options, which allow customers to create unique and personalized
products.

Marketing Programs:
Nike has several marketing programs that promote its attributes and create strong, favorable, and
unique associations. One example is the "Just Do It" campaign, which has been running since the
late 1980s. This campaign emphasizes Nike's focus on performance and encourages consumers to
push themselves to be their best. The campaign features high-profile athletes and celebrities, such as
Michael Jordan, Serena Williams, and Colin Kaepernick, who embody Nike's attributes of quality,
innovation, and performance.

Nike can showcase the durability and high-quality materials used in its products. For example, it can
feature testimonials from athletes who have used Nike shoes or apparel in demanding conditions such
as extreme weather, long-distance runs or high-intensity sports, and also include showcasing how the
products have helped athletes break records or achieve personal bests.

Nike's use of celebrity endorsements is another marketing program that promotes its attributes. Nike
has partnered with numerous athletes and celebrities over the years, including LeBron James,
Cristiano Ronaldo, and Kobe Bryant. By associating itself with these high-profile individuals, Nike
creates strong, favorable, and unique associations with its brand and its attributes of quality,
performance, and style.
Finally, Nike's commitment to social responsibility is promoted through its sustainability and ethical
labor practices. The brand's "Move to Zero" campaign emphasizes its commitment to reducing its
environmental impact, while its "Better World" campaign highlights its efforts to improve labor
conditions in its factories. These marketing programs help create favorable and unique associations
with Nike's brand and its attributes of quality, innovation, and social responsibility.

In summary, Nike's marketing programs, such as the "Just Do It" campaign, celebrity endorsements,
and social responsibility initiatives, promote the brand's attributes of quality, innovation, performance,
design, and social responsibility and create strong, favorable, and unique associations with the brand.