If you look at the Advertising too, they didn’t use models straight out of ‘central casting’, but real people in real places. Interesting photos to look at too, because when you saw the Ads, you saw, you!
Did it sell running shoes?
Not only that, but it brought running shoes (sportswear) into daily fashion, because by wearing them to the shops, people saw you as somebody who does something – someone with a bit of vigour, ‘get up and go’. The brand reflected on you – often called ‘the halo affect’. You might be down at the supermarket in your Nike shoes and people would think…hmmmmm, that person knows what they’re about. They’re in control.
Today, they’re an expensive fashion statement but it was Nike that exploded that daywear market. They grew the market and sold more shoes because they understood the customer and what the customer wanted. People wanted to get out there, lose weight, stay fit, look young….but they wanted someone to tell them, encourage them and give them a brand that enabled them to well, just do it.
Nike were thinking of their customers and producing a proposition that interested them.