NIKE's innovation: promoting the brand in the name of the country

Brazil, a mysterious country. Football, music, the coast, the beach and the sun have formed the impression that this country has given the world a passionate, vibrant and dynamic impression. It has also become the brand of this country. Brazil is a world football power. Football is not only a common hobby of the Brazilian people, but also the pride of the entire nation. The number of professional teams in Brazil is the highest in the world. More than 20,000 football clubs have been formally registered, and more than one million are engaged in football. In addition to Pele, Brazil also has a large number of world-class football superstars such as Zico, Socrates, Carreca, Ronaldo, Rivaldo, Romario and others. The Brazilian national football team won the World Cup five times in 1958, 1962, 1970, 1994 and 2002. Brazil's unique samba dance and music are the core content and form of the most prestigious carnival in the world. It has been loved by people in Brazil and other countries all over the world for centuries and has been continuously enriched and developed. It is a manifestation of Brazilian national character. Brazil has the longest continuous coastline in the world, from Malanhao Province in the northeast to the southernmost province of Nan Dahe, which is 8,000 kilometers long and forms the unique beach culture in the world.

In the summer of 2005, NIKE, the world's leading sports brand, launched the NIKE brasil series of merchandise, and promoted the NIKE summer flagship product in the name of Brazil. In the brasil series, there are mainly six branch lines, namely Aprendiz school tees, Beach collection, Copoeria collection, Dance collection, football, and jum Nakao. Aprediz school tees integrates Brazil's art football and evokes its beautiful, extraordinary, romantic and completely unique Brazilian flavor. Football: The football series perfectly combines the traditional style of football clothing with modern atmosphere. Jum Nakao: All the outlines are lined, emphasizing the power and beauty of the female body, but at the same time have a sense of movement. The NIKE brasil series uses the colors of the Brazilian flag: green, yellow, blue and white as the main colors, and is decorated with Brazil's unique totems and badges, filled with vibrant colors. In the women's shoes section, the insole became the focal point of the design, and a white casual shoe had the Brazilian orange totem printed on its sole.

In the NIKE store window, the NIKE brasil series became the most prominent product this summer.

NIKE integrates the elements of a country into her series of products and sells goods in the name of the country. This is a great innovation in marketing history. Although there were PUMA Jamaica series and other products before, the NIKE brasil series was the most successful and best place to combine national elements. The NIKE brasil series is inspired by the beach and football, showing a strong Brazilian atmosphere and showing the seasonal characteristics of the summer season.

At the same time, the history of the first computer smart shoes ADIDAS 1 listed, this is a chip implanted running shoes, the use of intelligent shock absorber system to play the effect of shock, ADIDAS's pioneering innovation has become one of the so-called top ten inventions. However, I think that most consumers cannot purchase such products as ADIDAS 1. First, the price is high, and the second is practical use. When ADIDAS hyped ADIDAS 1 such computer smart shoes, many consumers can only look at it, called magic!

When ADIDAS promotes her brand with the most professional sporting goods suppliers and sporting goods suppliers with the most technical skills, NIKE is impacting each consumer with a culture that can spur the flow of technology to become the basis of the product. NIKE promoted her basketball series with American basketball culture and promoted her football series and beach series products with Brazilian culture.

The power of culture is strong, and culture also transcends national boundaries. When the brand goes beyond the national boundaries, the brand not only represents the culture of this country, it is more likely to go beyond the boundaries of the country and use its own culture to promote its own brand. This is true globalization!

When ADIDAS originated in Germany and was rooted in the European football culture, the football series became the main product of ADIDAS. When NIKE originated in the United States and was rooted in the American basketball culture, basketball products became the main product of NIKE. But to create a truly international brand requires a diversified brand culture, the NIKE brasil series is indeed a great brand innovation. This is not just at the product level, it is only summer fashion trends; it is based on the level of brand development, NIKE will use Brazil to promote football culture and promote leisure sports culture to gain greater market share.

When Liu Xiang had already represented the spirit of the Chinese nation, when Liu Xiang represented China’s speed, NIKE seized the opportunity to include Liu Xiang as a member of the NIKE star team. In China, a series of "preparation for war" campaigns were held to promote the NIKE series of products.

Brands transcend national borders. Any culture can be used by a brand or even a country. Perhaps the true globalization is not the globalization of commodity circulation, capital circulation, and personnel circulation, but the globalization of brands and the globalization of culture.