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.
|Title of host publication||International Cases in the Business of Sport|
|Editors||Simon Chadwick, Dave Arthur, John Beech|
|Place of Publication||London|
|Number of pages||10|
|Publication status||Published - 20 Jan 2017|
- Business of sport