Nike produces valuable brands that are sold all over the world. According to the Annual Business Week global brand research, the value of its brand is approximately estimated at $10.8 billion, which places it at the 25th position on the world most valuable brands ranking. Despite the recent merger of Adidas and Reebok, Nike has remained the best in the category of sportswear. Nike focuses on the marketing strategy of consistent use of celebrity endorsements to market their brand.

Nike has entered into marketing deals with celebrities from various categories of sports. It has worked with celebrities in basketball, such as Michael Jordan, celebrities in golf such as Tiger Woods, and celebrities in football like Cristiano Ronaldo. Such celebrities are considered to be a good fit for the brand endorsement due to their popularity and attractiveness. Nike uses celebrities who have outstanding attractiveness in terms of physical appearance, professional competence, intellect, and their lifestyle. Nike has realized that celebrity endorsements made by such individuals have positive impact on their brand market share.

Nike has used such celebrities because of their credibility among the minds of the people who are the brand customers. The celebrity performance builds the brand-celebrity partnership. Such celebrities have an outstanding credibility in their field of specialization thus, accelerating the influence towards brand acceptance by consumers. Since the celebrities used by Nike have good principles, their brand has remained popular due to its good reputation and brand loyalty created over time.

Nike majors in designing and production of quality sportswear which is sold around the world. The company focuses on the professional athletes and players who need high quality products, which boost their performance both in training and competition. According to the company's strategic plans, it focuses on innovation of products that develop the sporting field, which is becoming very popular. Therefore, the use of these popular celebrities in brand endorsement of Nike enables them to connect to their target market, which is the sportswear market.

Other famous characters connected to the Nike brand are popular musicians, producers and actors in the United States and other parts of the world. Nike dunk shoes have been endorsed by popular musician Lil Wayne though some lyrics of his song. Other celebrities include Kate Hudson, an actor from Los Angeles, Robert Pattinson, and David Henrie, a television director from California. Nike has capitalized on the popularity and lifestyle of celebrities to build the reputation of its brand and gain a larger market share. The fact that they wear Nike’s products builds a sense of customer loyalty on the Nike brand.

Nevertheless, Nike experiences steep competition from Adidas Group, which is the second largest designer and producer of sportswear. In the past, Adidas had concentrated on sponsoring main sporting activities, such as FIFA World Cup, NBA, and Olympics. However, due to the marketing threat posed by Nike, Adidas has currently adopted the Nike marketing strategy of celebrity endorsement. Adidas Group has entered into endorsement deals with David Beckham, Josh Smith, Katy Perry and many more celebrities.

Recently, Adidas has also announced the signing of endorsement deals with Kanye West and Pharrell Williams who are among the most popular musicians in the United States. However, despite the move of the Adidas Group to embrace celebrity endorsement, Nike remains the top producer of sportswear in the world because it has involved in advertisement the most famous celebrities in all fields across the world. However, the adoption of the celebrity endorsement marketing strategy by Adidas has created a lot of competition in the sector thus forcing Nike to adopt more aggressive marketing strategies.

The article was conducted by professional writer Olivia Adamson from https://freshessay.net/ fresh essay writing platfrom.