Creative brief

Nike

Background / Overview:

Our company started on the 25th of January of 1964 as 'Blue Ribbon Sports,' but changed to the current day 'Nike' in 1971. As a company we try our hardest to lead the sports world in sporting goods, including team uniforms and our own products that are very popular in the sporting community. We want 'Nike' to spread to a wider foundation of people at all ages. This will make our sale numbers much bigger, and increase profits to a maximum. (https://en.wikipedia.org).

It is my priority to ensure that our younger generations are ready for working life, as being fit mentally an physically will help you in a working environment as you are more likely to tackle more challenging jobs, leading to potential promotions.  

What is the Objective, what is the aim of the advert?

The objective of this advert is to get general people now as now in the UK one in five teenagers are obese, although this is a more acceptable thing now, it is not good for the people as it can cause health problems in the future and in some cases can be life threatening, including high cholesterol and in some cases cancer.

Who is the Target Audience, what do we know about them that can help in the advert?

The Target Audience for this advert is teenagers that are overweight and want to make a difference to their life; but also want to look good when taking action on this. I want the advert to inspire teenagers to be outside and get exercise to feel better physically and mentally.

What will be needed to make the advert

All that will be needed to make the advert is a camera, a basketball court, football pitch and access to a skateboard park.,

What is the Main Image of the Video to Express?

The Stylish Way to Get in Shape

Desired Brand Image

Our desired brand image can be nothing more than to appeal to its target audience, and also appeal to the older audiences we are not quite reaching yet. We would like the word 'Nike' to be associated with words like 'victory' and 'honour' and therefore have carried out many sponsorships with the top sportspersons in the sport industry, and therefore the logo can be seen in most sports played competitively. We also hope that our may environmental projects will show that we are an environmentally  friendly business.

Direct Competitors:

Nikes top two direct competitors for shoes consist of Adidas and New Balance

Adidas: Founded in the 1920's, Adidas is also one of the top shoe brands, and is considered as Nike's most similar opponent. This is also a coincidence as Nike and Adidas have a very similar target audience. Adidas is sold in 170 countries by authorised retailers. Although Adidas has these impressive statistics they are still number two as a sport good manufacturer, following Nike.

New Balance: Founded in 1906, New Balance are one of the longest running sports specialist, and have a very different way to come at business. New Balance focus' on the 'everyman and everywoman' scheme more so then Nike. New Balance has a very different audience to Nike and Adidas as most of New Balance's sales are toward the older demographic. Another reason New Balance are popular is because they specialise in shoe widths, so is a go too for people with abnormal feet widths.
Advertising Strategy
The main idea of this advert is to be TV based, however the advert will be published to YouTube and TV at the same time to ensure that people will see it in an intervening time. After a while if the video is a success we will swap over to print. Advertising in magazines, posters and adverts on the side of busses and taxi's. This ensures that you will be reminded of Nike at any place or time.