1972 NIKE Nike founder PhilKnight launched the first of the greatest Advertisement : “Fourofthetopsevenfinishers”. It turns out the Olympic marathon in 1972, the first seven players reached the finishing line, there are four wearing Nike Sports shoes At that time the top three were wearing Adidas (Adidas). As a world class sporting goods with the brand, from Nike and Adidas will be in their ad campaigns to show their talents, have done their best, doing my part. Nike is undoubtedly the number one brand in sports, but there has been advertising campaign flaw can not be ignored; Although Adidas second place, but a period of time, its advertising hard-edged, hard act to Nike.

1, Nike’s deification flaw

As also deified, deified also lost

Really started knitting fitness (health) and to build a sports culture, the spirit is the apotheosis of Nike advertising campaign. “It (Nike) to brand loyalty evolved into a new belief, the use of advertising to sports stars deification, their unique language in the advertisement is also unforgettable.” The myth of the advertising campaign, of course to Mike? Jordan to represent sports stars advertising and Justdoit typical advertising slogan. This is the break, “Nike created a language,” the key to the mystery. Therefore, we may be analyzed from two aspects of Nike, may get a deeper level of understanding.

PhilKnight has been a sacred sport cherished feeling. “Outstanding athletic ability, directly tackles each person’s faith, which is a capacity close to the original, a true great power, only because of the overall chaos of modern life, human beings in a very long period of time degradation of this capability. “Nike ad is contains this sacred color, religion with a complex package like sports, coupled with years of epic proportions Jordan, Nike will create a kind of secular religion?? synonymous with sports.

Nike ad in the divine nature possessed by the devil Forging

Nike sports tribe lives, sport itself has become a religion, sport has become a kind of religious activities; products Logo (symbol) is our religion, “Totem”, and religion It is through the ceremony, “Totem” consumer to complete, that is, the consumption of the product to completion. Nike is the clever movement of this “language”, the Nike sport evolved into the most influential tribal “totem”, as “dragon” in Chinese nation has the status of irreplaceable, like Nike’s ” “in the world gradually grabbed the top position of secular religion.

Most brilliant, if Nike can be attributed to Nike’s advertising campaign, then Nike’s huge setbacks in recent years should be blamed most of Nike’s advertising campaign. The fortunes of Xiang Yi, “It (Nike) is clearly from today’s barriers to its own success.” 10 years, the apotheosis of Nike advertising campaign embarked on the fast track of habit, gradually detached from the past that occlusion time thought the track, but strayed from talking to the “aphasia” in. Nike ad has been turned into a pure and empty ritual activities, no longer appeal to “ordinary” the emotional power of their hearts, but only became a super star formed the “gods” of the mouthpiece. Here, in addition to out of ordinary people, the lack of emotion is associated with a Nike ad for Nike gradually dried, a pyramid in the “mummy.”

Cannes Advertising Festival in 98 years, Gold’s Nike ad by plane works: “Fowler is on God”, is one of a footnote. Here, Nike’s advertising campaign has been sacred to the extreme interpretation of the state, in the past that implied the lines of the sacred color, was replaced by absolute deification, he would own Nike Lift the all-powerful “God” throne. This himself, self-raising ads, although the Nike Ji Feng into Sports religious offerings, but the lack of a keen sense for Hanlaishuwang and emotional connection to the public. “The wind will be blowing fashion a” high above the Nike one day will find that day in heaven, underground year, Nike is not Gan sooner or later fall into a crisis not embarrassed.

Second, human nature shine bright Adidas

Human nature, so that the victory belongs to Adidas

In Adidas ads will not appear in Nike’s aggressive and reckless powerful, but natural, peaceful, and real convergence, full of human truth. Black and white images, there is no need to exercise Shoe Traces, even diamond Adidas logo, but also faint and sheltered in the upper right corner. This contrast between the way we think of the ubiquitous ” ” (Nike logo) and “God in a mysterious way movement” in the “Fowler is God,” the conceited demeanor. Adidas just quietly shed space for movement of natural space exclusive audience, unlike ads, “Just do it” seems to be suppressed to suffocation. Adidas ad with a touch of more harmonious affinity: “AmakeyourownB”, here, A (Adidas) but your body B (Body) of the part, and truly become part of you, make you more perfect. (By contrast, Nike seems to always imply that the audience, you’re just part of Nike.) Adidas stressed that you feel comfortable. This is the same as the screen, regardless of high ranges, flood debris, you can “strolling.” All this is the Adidas mountain shoes and feel of its ads.

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