Any publicity is good publicity? Nike's controversial campaigns and management of celebrities

Stephen Castle; Gaye Bebek

doi:10.4324/9781315754239

Any publicity is good publicity? Nike's controversial campaigns and management of celebrities

Stephen Castle, Gaye Bebek

Research output: Contribution to Book/Report › Chapter

Abstract

Nike has a portfolio of celebrities that it uses to endorse its products. In fact the company grew through celebrities using and endorsing its products. Tiger Woods is thought to have made Nike Golf the market player it is now rather than an ‘also ran’. Celebrities do not always behave; Nike does not always behave. However, Nike has done well out of managing the situations it finds itself in with its celebrities and its marketing communications. This case study examines Nike’s success in managing its celebrities and growing brand value.

Original language	English
Title of host publication	International Cases in the Business of Sport
Editors	Simon Chadwick, Dave Arthur, John Beech
Place of Publication	London
Publisher	Routledge
Chapter	13
Pages	87-96
Number of pages	10
Edition	2nd
ISBN (Electronic)	9781315754239
ISBN (Print)	9781138802452
DOIs	https://doi.org/10.4324/9781315754239
Publication status	Published - 20 Jan 2017

Keywords

Publicity
Sport
Nike
Marketing
Business of sport

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10.4324/9781315754239

https://www.routledge.com/International-Cases-in-the-Business-of-Sport/Chadwick-Arthur-Beech/p/book/9781138802452

Cite this

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Any publicity is good publicity? Nike's controversial campaigns and management of celebrities

Abstract

Keywords

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