“WHAT DO THE SUPPORTERS OF NIKE THINK ABOUT THE BRAND”

Nike project (Costumers interviews) | AD Discovery and Creativity Course| AD&PR Lab

Nowadays, digital marketing, advertising and the social media corner the market. Through high competition, great challenges and many opportunities, creativity and innovative marketing ideas could improve the world. In the purposes of our course “Ad Discovery and Creativity Lab”, we, as students of AD&PR Lab of Panteion University, research the latest trends in advertising and communication as well as work on and create some really interesting projects as brand ambassadors of PR digital media company.

In this post you will learn about the interviews that we took from the customers of NIKE and the insights that we came to.

Let’s first meet Nikolas Grivas!

Nikolas is 21 years. He studies Electrical Engineering at University of West Attica. He also likes playing basketball and he takes part in a basketball team. Nikolas is a customer of Nike for more than 16 years. Although he is a strong supporter, he likes buying things from corresponding athletic brands. He claims that Nike offers high quality in the shoes of basket with a very nice design. Nikolas is very satisfied of the brand, in fact it has never let him down. The first thing that crosses his mind every time he hear “Nike” is Kobe Bryant. His favorite item of Nike at the moment are his basketball shoes “Kobe Mamba Rage”. Lastly, when we asked him to tell us his opinion about the criticism that Nike has undergone concerning the exploitation and abuse of child labor he confessed us that he didn’t know it but unfortunately, is this how the system works. That is why the next time he will definitely have seconds thoughts about buying anything from Nike , but maybe he wouldn’t resist.

Another customer of Nike is Alexandra Pappa!

Alexandra is 28 years old and she is fitness instructor and a Pan-European champ in Karate. She uses items of Nike for more than 15 years. She prefers Nike for aesthetic and quality factors. Alexandra generally is pleased enough of the brand, despite the fact that she bought a pair of shoes once and they were really inconvenient with a very hard sole. Still she doesn’t deem the brand as overestimated. She believes that it worths the money. When she hear “Nike”, the slogan of the brand “Just Do It” crosses her mind. Her favorite item of it are simple really comfortable black leggings.

In this paragraph you are going to meet Irene Tsoupaki!

Irene has a Batchelor in Economics and Business at University of Athens and now she is doing her Master in Business Informatics at University of Mannheim in Germany. She is 25 years old and also a semi-pro athlete in track and field. She uses Nike’s items for almost 10 years but she also likes buying from another big athletic brands, such as Adidas, Asics etc. Irene although she is fulfilled enough from the brand - everything that she has bought from Nike it has last for a long time- she finds it overestimated , like any other big brand. Irene revealed us that for aesthetic reasons she prefers Nike but as far as concerned running she prefers Adidas and Asics. Her favorite item from Nike are her spikes for running and the Air Max Thea for strolling.

Lastly, let’s meet Natasha Stavropoulou.

Natasha is 31 years old. She has a Batchelor in European and International studies and a Master in International Law. Natasha is a customer of Nike for more than 16 years. She likes using items of Nike because they have really beautiful design and because has prestige as a brand. She revealed us that although Nike offers good quality , it is overpriced , like all the other major brands. Besides quality and design, Natasha likes shopping from it because all the stores have really nice installations and decoration and because she definitely finds it reliable. She loves using Nike’s items for all day long and not only for her exercise. Every time she hear “Nike” she come to her mind a runner who fight for surmounting his limits. As far as concerned the criticism of the brand, Natasha confessed us that she knew it and that the same thing happens with all the big brands.

INSIGHTS

The insights that we came to from the customers of Nike are the following:

• Trustworthy brand
• Well designed and high quality items
• Inspirational
• “Boost your performance”
• You feeling nice wearing clothes and shoes from this brand
• It is very reliable and it gives you prestige
• Connected with well-known athletes
• The items that Nike offers are destined for a casual look all day long
• Once a customer of Nike always a customer of Nike
• Overpriced and overestimated, like all the big brands
• They prefer it more for aesthetic reasons than quality ones, and because is a brand with prestige
• As far as concerned the criticism of the brand, most of them didn’t know it while others admitted that is this how the system and the big capitals work. Probably they all will continue shopping from it.

Team: Alexia Stavropoulou, ted m, Antonis Katsis, Eva Fouska, Antzela Golikai

Professor: Betty Tsakarestou