How and Why Athletes Draw Consumers to Use Specific Products

This is another Sunday in the US, and many football fans are wearing their television to catch a glimpse of this action. Also, on Saturday evenings, many Canadians will hear the classic "Da dun da duh" which is the Canadian hockey night theme song. Regardless of a particular sporting event, some sports events are taking place almost everyday. These sports events are being broadcast to people via various technologies, such as radio waves, projection on large television screens, and many people who choose to participate in real events.

Athletes are the main consumers of Nike products. Sports companies are segmented according to consumer sports culture; this strategy seems to allow Nike to establish product intimacy with consumers and buy goods by linking them to famous athletes such as Michael Jordan I will urge you. Cognition of unique sports culture in the consumer market has made Nike the world's leading provider of sporting goods (www.articlebase.com) In general, it has been observed that culture plays an essential role in consumer behavior It is. Marketers coordinate and standardize their products based on their culture so that their products can be segmented, searched and deployed in specific groups or markets. Organizations that can not judge the cultural distance of consumers are suffering from the concept of brand positioning in the global market situation.

We are focusing on the bridge between the consumer industry, especially athletes who build consumer brands / services. We are doing this in countless numbers. First of all, through traditional recognition, brands will borrow the assets of certain players and increase brand awareness that will help sell products. Next, with influential people and social media strategies, we create opportunities for actual product placement that extends the brand range with athletes, celebrities, and networks. Finally, we are most enthusiastic about event-driven marketing we did during the critical cultural charging moment of the calendar year. Our company creates platforms at Super Bowl, NBA All Star, ESPY, Kentucky Derby and other important moments of the sports world, and brands can become part of popular cultural dialogue.

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As we all know, Nike's products focus on athletes' shoes, clothing and accessories and their target consumers are athletes. But now the global trend is fashion and personality. As a result, Nike changed its marketing strategy and product design to be more fashionable and to focus on young consumers. In traditional customer concepts, Nike thinks it sells only sporting goods, so this poses a risk to Nike. Fashionable products and constantly changing style products are full of imagination for our customers. Not all customers can follow Nike's changes. Failure to respond to changes in Nike products may cause customers to get bored as Nike loses customers, thereby reducing customer loyalty and market share. (St. John's University, 2004)