Nike brand analysis

The topic under discussion is the brand known worldwide as Nike Inc. This firm appeared way back in 1964 and since then managed to transform significantly and currently cannot be considered only as a company manufacturing sport shoes; it is the global sport and fashion brand. What is more impressive about Nike is the progress this company has made so far that it became the multinational corporation offering its services worldwide with a diverse line of products like shoes, apparel, gear, and fitness. The reasons why Nike is successful apart from having high-quality items lie in the creation by the brand of unique style not confined by sport and based on concepts of aspiration and self-improvement as well as the message that anyone can succeed regardless of his or her skill level or age.

The main target group of Nike is young people who are active sports fans and engage in different physical activities like running, exercising at gyms, crossfit, basketball, football, etc. Exercise is a way of life for such people, who are involved in the sports culture, watch sport stars in social networks, and always search for something that could improve their physical activity.

These people are especially ready for innovations. They know everything about the latest technologies in the field of manufacturing shoes and clothing — from innovative materials to various cushioning systems, performance measurement, and sustainability issues. For these people, the purchase of Nike sneakers is also symbolic.

Moreover, the digital generation pays much attention to online communications. Young people communicate with brands via social networks, use fitness apps and websites, and are influenced by various influencers' content. This fact makes the presence of Nike in these media even more beneficial.

Moreover, this company appeals to those individuals who are currently not very active in doing sports but who seek leading an active lifestyle. These individuals may understand the advantages of physical exercise and set their own goals concerning fitness, weight loss, etc.

With the help of motivation through advertisement, use of fitness apps and training programs, Nike helps you overcome all the obstacles that you face when starting to do exercises. The philosophy of Nike implies progress rather than perfection, which means accessibility for everyone.

Such consumers are vital for Nike since there is a huge potential for further development. While other audiences may consist of people who are already engaged in different kinds of sports, this one includes people who can develop certain behavioral habits and make purchase decisions.

Next to the use of social media, public relations also plays an important role for Nike in the building up of credibility and cultural relevancy. The company has found success through the creation of long-lasting partnerships with top athletes like LeBron James, Serena Williams, and Kylian Mbappé. The values that these athletes embody, such as discipline, resilience, ambition, and excellence, correspond to the image that Nike projects. The PR activities include engaging in social issues and cultural matters. For instance, the company has been involved in the promotion of initiatives addressing the matter of race equality, diversity, inclusion, and mental health. Such actions can sometimes raise a controversy but will eventually foster stronger customer loyalty in terms of brand identity.

Nike also collaborates with cultural figures, artists, and musicians by organizing limited edition releases. This creates hype and buzz around their products. In addition, these special products have a rather limited supply, which creates urgency and a desire for customers to buy and wear them. Digital communication, partnerships with elite athletes, support for social initiatives, and collaborations with various cultural personalities make Nike a very successful brand in the sports and pop culture sphere.

The Theory of Planned Behavior (Week 4, Lecture 4.3)

This theory was developed by Icek Ajzen. It states that behavior does not directly follow from attitude. Behavior is preceded by intention, and intention is formed by three factors:

1. Attitude — whether the person sees the action as beneficial or not.

2. Subjective norm — what significant other people think about the action.

3. Perceived behavioral control — the person’s belief in their ability to perform the action.

This theory is useful for Nike because the brand does not just sell a love for sport. It sells the willingness to go out and run. The Theory of Planned Behavior helps us see how Nike works with psychological barriers like «I cannot do it».

The Narrative Paradigm (Week 4, Lecture 4.4)

This theory was proposed by Walter Fisher. Fisher argues that humans are «storytelling animals» (homo narrans). We are not persuaded by logic and facts alone. Instead, we are persuaded by good stories that have:

1. Narrative coherence — the story is internally consistent and makes sense.

2. Narrative fidelity — the story matches our own values and life experiences.

This theory fits Nike perfectly. Nike rarely talks about sewing technology or shoe materials. Instead, it tells stories of athletes who fell, stood up, and won. Fisher explains why such stories are more powerful than product specifications.

Accordingly, the following section will analyze the Nike brand by applying the theoretical frameworks introduced here.

Analysis Through the Theory of Planned Behavior ⠀ 1. Attitude

Nike creates a positive attitude toward starting sport at any age. Sport is presented not as punishment or a risk of injury, but as an act of self-love and proof of inner strength. Marjorie says in the video: «People said I was crazy to run my first marathon at 81». Nike changes this perception: what others call «craziness» is actually strength. Sport becomes desirable, not frightening.

2. Subjective norm

Nike shows an ordinary person (an elderly woman, not a professional athlete) to create social proof. Marjorie admits: «I said to her, 'Do you think I could do the marathon? ' And she said, 'sure.'» The message is: «People I respect approve of being active. This is normal and even cool.» In addition, Nike uses contrast: friends and family doubted Marjorie, but she proved them wrong. This creates a social norm: «Do not listen to those who doubt you — listen to those who have already done it.» ⠀ ⠀ ⠀ ⠀ 3. Perceived behavioral control

The campaign’s tagline «It’s only crazy until you do it» directly works on perceived behavioral control. Nike lowers the barrier: «You do not need to be a professional. Just start. You can do it, because this 81-year-old woman did it.» Marjorie herself adds: «If you want to do something and you really want to do it, give it a try. If you think carry on, just do it… because that’s what I did.» The brand removes objections like «it is too late for me» or «I am not in good shape.»

Analysis Through the Narrative Paradigm ⠀ 1. Narrative coherence

Marjorie’s story is internally consistent. Hero: an 81-year-old woman (an unexpected protagonist). Obstacle: age, physical decline, and the social expectation that elderly people should rest. Plot: it begins with a conversation in the park with a friend. She then trains for seven months. During the race, she faces obstacles — she fell face down at the 400-meter mark after colliding with another runner. Finally, she reaches the finish line. Resolution: «I ran across the finish line, and I said, 'I did it! '» The logic is clear: weakness leads to effort, and effort leads to victory. This is understandable to anyone who has ever doubted their own abilities.

2. Narrative fidelity

This story resonates with deep human values: perseverance, defying expectations, and the belief that it is never too late. Marjorie says: «But that’s the great thing about being old… I can just pretend to not hear them.» The consumer thinks: «If she could do it at 81, I have no excuse now. This story is about my own fear of aging and my desire to prove something to myself.» According to Fisher (1984), when a story has fidelity to the listener’s values, it persuades without arguments. The consumer does not need data about the health benefits of running — the story is enough. ⠀ ⠀ ⠀ ⠀ 3. Storytelling instead of argumentation

Nike does not say, «Our sneakers have special cushioning for old knees.» Instead, Nike shows the triumph of one woman. Nike’s message is: «There are no limits to human determination — not physical ability, not gender, and certainly not age.» The consumer does not buy a product, but an identity: «I am someone who, like Marjorie, is stronger than I think.»

Analysis Through the Theory of Planned Behavior ⠀ 1. Attitude

Nike redefines the attitude toward «crazy dreams.» Traditionally, society stigmatizes protesters as «unpatriotic» or «troublemakers.» Nike reframes this: «Crazy is a compliment. Crazy means you are willing to sacrifice everything for your beliefs.» The consumer develops a positive attitude toward risk, protest, and social activism. The message is: «Taking a stand is not only good — it is heroic.»

2. Subjective norm

The campaign establishes a new reference group. It is not family or friends, but activists, rebels, and those who change the world. The message is: «The people you admire (Kaepernick, LeBron James, Serena Williams) approve of protest. Ignore those who call you 'unpatriotic.' Listen to those who sacrifice everything.» Nike also uses the societal split as a tool: those who oppose Kaepernick were unlikely to buy Nike products anyway. But those who support him become even more loyal. The new subjective norm is: «Real heroes kneel. Real heroes risk everything.» ⠀ ⠀ ⠀ ⠀ 3. Perceived behavioral control

This is the most interesting component for Kaepernick. Typically, perceived behavioral control is about «I can physically do this.» But here, Nike expands the concept: control is the choice to act according to your beliefs, even if it threatens your career. Kaepernick could have remained silent and continued playing in the NFL. He chose to protest. Nike’s message is: «You have that same choice. You can control your life, even if it means sacrifice. Do not be convenient. Be crazy.» This is a powerful psychological reframing. The barrier to action is no longer physical ability — it is fear of judgment. Nike removes that barrier by celebrating those who ignored judgment.

Analysis Through the Narrative Paradigm ⠀ 1. Narrative coherence

Kaepernick’s story has perfect internal logic. Hero: a successful athlete (protagonist). Obstacle: not physical, but moral — he witnesses injustice (racism, police brutality). Action: he kneels during the national anthem. Consequence: he loses his career, contracts, and friends. Resolution: Nike gives him a platform, and his «craziness» becomes a symbol of sacrifice for one’s beliefs. The logic is clear: success leads to awareness of injustice, which leads to protest, then to sacrifice, and finally to recognition. This is the classic narrative of a «prophet in the wilderness.» Anyone who has ever felt forced to choose between their values and their career can follow this story without logical gaps.

2. Narrative fidelity

This story resonates with the core values of Nike’s target audience — young, progressive, socially conscious consumers: free speech, civil disobedience, sacrifice for one’s beliefs, and fighting the system. Kaepernick’s words in the campaign reinforce this: «Believe in something. Even if it means sacrificing everything.» A consumer thinks: «I, too, am willing to sacrifice for what I believe in. This story is about me.» According to Fisher (1984), when a story has fidelity to the listener’s values, it persuades without requiring logical proof. The consumer does not need data about Nike’s manufacturing ethics — the story alone is enough. ⠀ ⠀ ⠀ ⠀ 3. Storytelling instead of argumentation

Nike does not say «our shoes are made from recycled materials» or «we have superior cushioning technology.» Instead, Nike says: «We stand with those who risk everything for their beliefs.» The consumer buys not sneakers, but an identity: «I am a rebel. I am someone who is not afraid to sacrifice.»

Nike’s communication strategy is highly effective for the following reasons.

First, through the Theory of Planned Behavior, Nike builds a rational «funnel of intention». The brand systematically removes psychological barriers such as age, lack of fitness, or lack of time. At the same time, it creates positive social pressure to join the movement. This makes the audience feel that they can and should act.

Second, through the Narrative Paradigm, Nike creates a powerful emotional connection. The brand transforms the consumer from a passive observer into a co-participant in a heroic story of overcoming challenges. This combination of rational persuasion (through attitudes, norms, and control) and emotional, value-based persuasion (through storytelling) represents a model of excellent communication.

FIRST, it is necessary to strengthen dialogue with the audience.

According to Lecture 7.6 (Dialogic Theory) and the «Beautifully Imperfect» case study, Nike’s communication is still mostly a powerful monologue rather than a genuine dialogue. The brand rarely responds to user comments on Instagram* or Twitter.

It is recommended to more actively use live streams (e.g. Instagram* Live) with ambassadors, where users could ask questions about their fears, for example, «I won’t succeed». This directly works with perceived behavioral control.

Or they can сreate a new section inside the Nike Run Club app called «Your First Start Story». Allow ordinary users to upload short 30-second videos describing how they began their running journey. Then have professional Nike athletes record short video responses to the best and most touching stories. This would turn a monologue into a genuine dialogue. It would also directly strengthen the subjective norm component within the Theory of Planned Behavior, because users would see real peer examples and receive validation from authority figures.

SECONDLY, Nike must focus on improving perceived behavioral control for its beginner audience

The Theory of Planned Behavior emphasizes that perceived behavioral control is often the weakest link for new users. However, Nike still produces many ads featuring elite, almost super-human athletes, which can intimidate beginners. It is recommended to launch a series of very short, humorous videos on TikTok and Instagram* Reels called «The Most Embarrassing First Kilometer». In these videos, famous athletes should humorously describe how they themselves fell, gasped for air, and wanted to give up during their very first training session. This would directly target and lower the psychological barrier of control. The message would be: «Even the professionals started badly. Everyone fails at first, so you can also start and you will improve». This would make the brand feel more human and approachable.

⠀ ⠀ FINALLY, the brand should make the connection between the narrative and the product more explicit.

In some campaigns, the story is so strong that the specific product becomes invisible. It is suggested to add short «technical» inserts (5-7 seconds) within narrative videos. Show how a specific engineering solution (e.g. a new sole) helps the hero of the story perform their action. This would strengthen the rational component of persuasion without destroying the emotional connection.

*Instagram is owned by Meta, an organization whose activities are deemed extremist and prohibited within the Russian Federation.