Nike promotes its product by sponsorship agreements with celebrity athletes, professional teams and college athletic teams. The method of combining these factors to prepare a plan which can work for the audience is the challenge before the companies. Marketing strategies depend on a lot of factors like consumer dependability, market support, primary and secondary data analysis and identification of potential favorable market size. These factors help to establish an equation which can define the profits coming out of a marketing plan in the sports scenario. For example, a favored marketing plan for football might not work in a country where people do not support this sport (Mike Robinson 1993). Thus the research done on marketing strategies based on the specific region where a sport if followed thoroughly. The best market for football is United States where people are crazy after the sport.
In 1982 Nike started its first national television advertisement crafted by Wieden=Kennedy during the broadcast of the New York Marathon. The company receives the prestigious Cannes Advertising Festival award twice in 1994 and 2003. The Nike also earned Emmy awards twice. This show the strength of the company in the advertising sector, and effective communication of the sporting spirits, through an advertising company aims to create the locus in the mind of the customer. It is also not necessary that every move of the Nike gets recognition as some were highly criticized such as Beatles song controversy over the issues of copyright of the song, Minor threat advertising campaign also created criticism and the most controversial was Nike 6.0 advertisement campaign involving the allegation of illegal use of drugs by using the word dope and other.