Real fashion marketing campaign Essay Example | Topics and Well Written Essays - 500 words

Real fashion marketing campaign - Essay Example The paper "Real fashion marketing campaign" concerns the success of the Nike company. Reebok and other rivals of Nike were getting the better of it in the late 1980s but after the Just Do It campaign everything changed significantly. The main idea of this campaign was to convince the consumers to accept sneakers as a fashion statement and that is precisely what they did. The new range of shoes became a fashion statement and almost everyone jumped on the bandwagon and the campaign became a huge success. A few years later Nike was quick to capitalize on the fitness and jogging craze, they rolled out merchandize which looked very attractive and sold like hot cakes. Aerobics was also gaining popularity and the top brass working for Nike was aware of it, the ad campaign never focused on the product, the sole focus was on the person wearing the merchandize and Nike recruited the best athletes to feature in their commercials. This was another reason for the mass popularity of the just do it campaign. â€Å"The â€Å"Just Do It† campaign received mixed ratings, ranging from â€Å"an instant classic† to â€Å"sociopathic.† One critic went so far as to say the ads were â€Å"an impatient bordering-on-contemptuous exhortation to the masses. Cool is one thing. Poverty of warmth is another.† Eventually the campaign was credited with embracing not just resolve and purpose, but also the â€Å"beauty, drama and moral uplift of sport—even, every now and then, fun.† Bo Jackson, John McEnroe, Michael Jordon were some of the athletes.