In our previous article we talked about the history of Nike and how they dropped ball on the emerging market of three critical demographics. Now we’re going to explain their tactics on marketing to get some of those CrossFit athletes on there side. We’ll examine how they are planning to bring the fight to Reebok and talk about the difference between how Big Businesses differs from Small Business Marketing.
Big Business
Let’s not fool ourselves, Nike is a huge company and brand. They have a concrete brand. They are presence, and they look to impact the market place with their products. But some my ask, 'how are they going to claw their way back?' Simple put: They are going to start taking shots at the big dog at the moment: Reebok. Reebok presents the Reebok CrossFit Games and has for the last 5 years. They have a invested interest in the image of the games and pushing their brand regarding what the athlete wear and the look of the apparel. This is the first time I have heard the Games banning a specific shoe for the games. If you have time look into OPT versus CrossFit where he didn’t want to wear there shirts but this is the first time I’ve seen an all out ban of another brand of shoe in a CrossFit competition. I am going to check into the facts if they band the shoe at the regional level.
What did Nike do?
They put out a challenge to Reebok.
How did they do it?
Concise, bold and aggressive advertisement. After all, these brands aren’t playing for a few hundred customers, they are going after a total percentage of the market place. The statement they used in there campaign was- “Don’t ban our shoe, beat our shoe.” Which directly addressed the new ruling at the CrossFit Games this year.
What was unique about the call out?
Not only did they make a bold challenge, they did a throwback to highlight there company’s history. They made the colors red and black, the original Air Jordans colors, and highlighted how they were ejected in the NBA at first. They represent the alternative, the renegade company. They even named the special edition shoe, “banned.”
This marketing is categorized as a ‘blanket’ campaign, not meant for an individual but for a majority of their target consumer, and meant for their audience to question and think about the advertising. Mainly, think of the challenge and try these new shoes. The target audience might wonder, ‘if the shoes are banned, what am I missing out on?’
As for the shot directly at Reebok, they are clearly challenging them to let there shoe be used in the Games. There claims are meant to charge Reebok is making monopolizing the highest level of competition for CrossFit. But guess what? Reebok has the right to do it.
Reebok can make the rules and decide what apparel will be permitted because they are presenting the games. They are partnering with CrossFit to make the games possible. Yes, CrossFit made the Games from 2007-2009 by themselves but when Reebok entered into the picture they brought the production and process to another level.
It’s pretty genius. They have done the same formula with the Spartan Races and it has paid off in droves. Nike has there work cut out for them. In the best case scenrio they will be seen as a rival to the Reebok giant. At the worst case they will be seen as the 2nd best company in the industry.
Unlike the big companies, small businesses can have a whole other approach that reach customers.
Small Business
Unlike big businesses that can use blanket campaigns, ads etc. that are meant to reach a great deal of customers, small businesses have the unfair advantage of being able to target individual customers and make each interaction more personal. Yes by way of Instagram and Twitter some companies and brands do talk directly to customers but they do not have the team nor the personal interest to craft content for potential customers like small businesses. Just imagine if a small company with 5-10 employees tried to do what Nike just did with the Metcon 1. How much attention would they get? But with this topic trending for only three days I have seen over five articles in reference to the shoe situation for the games and 9K shares on the complex magazine article.
*I wrote this article 7.2.15. But check out this article from Men's Fitness on 7.20.15 Click here as the feud heats up.
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