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

Stephen Castle, Gaye Bebek

Research output: Contribution to Book/ReportChapter

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 languageEnglish
Title of host publicationInternational Cases in the Business of Sport
EditorsSimon Chadwick, Dave Arthur, John Beech
Place of PublicationLondon
PublisherRoutledge
Chapter13
Pages87-96
Number of pages10
Edition2nd
ISBN (Electronic)9781315754239
ISBN (Print)9781138802452
DOIs
Publication statusPublished - 20 Jan 2017

Keywords

  • Publicity
  • Sport
  • Nike
  • Marketing
  • Business of sport

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