The marketing campaign of back to the future II of nike from customers’ view

In addition, I want to know more about Nike made this product Nike Air MAG so successful and also want to find out the marketing project called ‘’ Back to the Future II ‘’ of Nike... Nik

National Economics University International School of Management and Economics

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The marketing campaign of Back to the Future II of Nike from

customers’ view

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Project level 4 Class: I13A5

ACKNOWLEDGEMENT 2

INTRODUCTION 3

1 BACKGROUND 3

2 RATIONALE/PURPOSE 3

3 RESEARCH QUESTIONS: 4

4 RESEARCH METHOD: 4

MAJOR FINDING 5

CHAPTER 1: Nike Air MAG the sneakers from future 5

CHAPTER 2: Nike Air MAG attracted its fans 7

CHAPTER 3: NIKE AIR MAG EFFECTS ANOTHER PRODUCTS 12

REFERENCE LIST: 13

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I am very thankful to the School of International Economics at the National

Economics University for giving all IBD students including me have the opportunity

to do this project

First and foremost, I would like to thank Ms Lan for helping me a lot in the

process of doing this research If I do not have all of her advice and guidance, I will

not complete my research

Besides that, thanks to the authors of previous studies that have

provided useful information on this topic, it helped me to improve my research

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Proposed research topic: The marketing campaign of Back to the

Future II of Nike from customers’ view

1 Background

Nike was founded in 1969 by two business man Phil Knight and Bill Bowerman, its known as one of the strongest fashion brands over the world Their first product was in 1982 ‘’ the airforce 1 basketball shoes ‘’ and almost immediately became a huge success Nike has numerous branches and retailers throughout the globe and Vietnam is one of them The first time Nike launched their product in Vietnam is in 1995 and since then it has also become one of the most trending brands

in this country along with Adidas, Puma, … Nike is being known for selling clothes, footwear, especially shoes with different style and color for each season and even create unique shoes for special occasions, noticeable event occurred recently was the

‘’ Back to the Future II ‘’ It’s the first shoes that Nike named after a movie, inspired

by the main character self-tie shoes Nike’s self-tie shoes actually worked with the magnetic mechanism with the unique concept and the first shoes that can self-tie that cost over $50.000 1500 pairs of shoes had been published via auction on eBay for 10 days straight, all the revenue gained from the auction will be donated Michael J Fox’s fund

2 Rationale/Purpose

Rationale: Nowadays, many people have interested in collecting shoes and I’m

a member of that sneaker community I have passion in collecting sneakers especially sneakers from Nike company In addition, I want to know more about Nike made this product Nike Air MAG so successful and also want to find out the marketing project called ‘’ Back to the Future II ‘’ of Nike

Purpose: There are many brands of shoes in Vietnam such as Adidas, Puma, Converse and so on Although each company has their own marketing campaign to attract their customers and raise profits, Nike became one of the most brand that people tend to look for After that reason, I would like to do this research to answer the question about Nike and their successful career

3 Research questions:

- Why does Nike Air MAG become the future sneakers?

- How does this marketing project attract people?

- How does this product campaign effects on other product?

4 Research method:

To make sure this research articles get more realistic, there are some methods

- Data: I spent time exploring news about Nike, searching information on Internet, Social network and learning from other Sneakerheads

- After summarizing the information, I will talk about the consumer’s in valuation with the communication campaign

MAJOR FINDING

CHAPTER 1: Nike Air MAG the sneakers from future

Nike has been founded in 1964 by 2 business man Phil Knight n Bill

Bowerman it also known as the market leader in manufacturing footwears, clothes, equipment, accessories and services and holding more than 47% of market share around the world Nike is the biggest company which provide apparel, athletic shoes and their business is to bring inspiration and renewal to every single athlete, in 1982, they had become number one supplier for athletic/training shoes in America Their headquarter is on Beaverton, OR , in the north of the United Stated The design of Nike’s logo originally took Phil Knight like $35, that symbol also known as a brand logo and it’s the connection between the three elements : the social problem , the role

of brand and the needs of the consumer In Spring of 1972, the first pair of shoes has released with the logo which introduced before About Nike ‘’ Just do it ‘’ slogan, it was represented as one of the best taglines of the 20th century, the inspiration for Nike’s slogan comes from Gary Gilmore the infamous killer’s last words ‘’ Let’s do it

‘’ At the meeting in Cape Town, Mr.Wieden said that in 1988 he memorized Gilmore’s last words and he decided to propose a small modified version of the slogan which is first appeared in an advertisement in the same year with Walt Stack an 80 years old runner In addition, according to Statist, Nike’s total revenue has increased significantly from 2014 to 2017, following the same trend, the profit of Nike company has jumped enormously from about 12.4 million dollars to almost 15.5 million By last year, Nike have had over 1100 stores all over the world and the number of their employees worldwide is reached to 74.400 people and its brand is worth for 10 billion dollars Nike’s success is a result of instant innovation and

expedient investments, that helped Nike earn a huge amount of money each year from making products

Throughout the 1980s, Nike has marketed shoes as a way Audi and Fiat have done with their cars They created new styles of shoes with different characteristics such Air Max (1987), Pegasus (1988) and then Nike Air Jordan with the certification

of the most famous basketball athlete of all the time – Michael Jordan The star, along with Tiger Woods who helped Nike to become the highest paid athlete and to become the ambassadors of Nike brand Nike launched their product the Air Jordan 1

– a high performance basketball shoes designed to withstand and acceleration It’s named after a famous basketball NBA star Michael Jordan Since then, Nike has been funded many new technologies that help reduce weight and enhance protection of almost every shoe So far, it has been very popular to basketball fans many series of Nike’s product still in the top fashionable shoes among its competitors

The Nike Air MAG was short for ‘’ Nike Air Magnetic Anti-Gravity ‘’, it has made an incredible jump It’s the first shoes that Nike named after a movie BACK TO THE FUTURE, inspired by the main character self-tie shoes Marty Nike has not revealed much about the special feature except for the battery powered cordless information and can be automatically turn on – off in case it is not needed Nike Air MAG ‘s auctions always ended with unbelievable prices, from the statistics, the organizers collected approximately 5.7 million dollars At the end of the auction, a joint founder of Google – Sergey Brin and his wife Anne Wojcicki co-founder of the genetics company announced that they will help increase the donations by doubled and the contribution grew up to 9.4 million dollars Nike’s self-tie shoes actually worked with the magnetic mechanism with the unique concept and the first shoes

that can self-tie that cost over $50.000 Beginning on September 8th 2011, 1500 pairs

of the 2011 Nike MAG will be published via auction on eBay for 10 days straight, all the benefiting gained from the auction will be donated Michael J.Fox’s foundation for Parkinson patients

CHAPTER 2: Nike Air MAG attracted its fans

- In 1989: The story of Nike Air MAG had begun , the next series of

the famous science fiction film Back to the Future released Like the previous series

in 1985, Back to the Future II caught the attention of viewers due to the interesting content, its Nike’s shoes which have the ability to tie the shoelaces for the carrier At that time, the ability is entirely based on the computer effects, however, the

Sneakerheads community and all the fans of that series Back to the Future all around the world are always wondering if Nike have that real shoes or not

- In 2008: After nearly 20 years after the release of Back to the

Future II, Nike introduced the Air MAG in the shape of Hypedunk 2008, as a way to promote the image of the latest basketball shoes at that time This special color was published in limited editions in Los Angeles, it was a pity that none of them have the ability to tie themselves like what Nike Air MAG did in Back to the Future II

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- In 2011: At the 21st Mercer Nike Sportswear event in New York city on September 8th, Nike revealed that the Nike Air MAG would be reality,

however, these special shoes will not be sold commercially and there are just 1510 pairs are sold separately on eBay Hunted by the sneakerheads from all over the world, celebrities and whoever have passion in collecting sneakers, the Nike Air MAG has created a fever because of its offer The lowest price to own one pair of Air MAG is around $2500 whereas the record price is like $10000 USD which is 4 times higher than the beginning price The problem remains unresolved that the shoes which have the ability to auto lacing are still unfulfilled, Tinker Hatfield – famous designer of Nike has made a point of mentioning that the Air MAG may auto tie in a promotional video in 2015

- In 2015: Though, Michael J Fox has brought the technology closer

to design his own pair of Air MAG which have capability to auto lacing

and publish it on October 21st , 2015 – the same day Marty and Doc traveled to the future as in the scientific movie In Tinker Hatfield’s letter to Michael

J.Fox’s, he confirmed that the launch of Nike Air MAG with full capacity in

2016

- In 2016: Finally after 27 years waiting, Nike fans and Back To the

Future fans have been waiting for Tinker and his team of designers to bring the technology from the future into the shoes, Nike Air MAG one of the greatest sneakers

in history with self-tying ability was officially released

2. A marketing campaign to attract people

Nike has made many interruptions before the time they officially release

of the Nike Air MAG shoes, all of the Sneakerheads unions and big fans of Back

to the Future over the globe have been waiting Nike to make a pair It took nearly 30 years for Nike designing team to come up with the idea of making a pair of shoes for the future The initial plan for Nike Air MAG was expected to launch on the 20th anniversary of Back To The Future 2 but it has been interrupted many times for various reasons In 2016, finally, Nike Air MAG was published after much anticipation from the Sneakerhead community all over the world With the ability to manually tie the shoelaces to the consumers, this is sure to be one of the greatest shoes in the history of sneaker development To buy a pair of Nike Air MAG at that time, you must have to be very lucky or very rich (Griffin, 2016)

Nike made a raffle for the Nike Air MAG and it will finished by October

11th, 2016, they just created 89 pairs as limited version and there was a chance to win one of those Nike has given a chance to consumers to win a pair of self-lacing Nike Air MAG The only way to enter that special chance is to purchase

$10 lottery ticket, anyone who have interested in this shoes must download Nike Plus App in order to purchase ticket online According to Johnson (2016), all of the participants from the raffle will be announced on October 17th if they have won a pair of shoes All the benefits from Nike Air MAG lottery will move to Michael J.Fox’s Foundation and it will help searching the cure for the Parkinson patients Nike was planning to use modern technology from Nike Air MAG shoes in other productions in the future, however, it does not look like an original one in the movie Back to the Future

CHAPTER 3: Nike Air MAG effects another product

First and foremost, flying hoverboard was an invention inspired by Marty, the Nike Air MAG is used together with the flying board in the film Back to the Future Marty McFly from that science fiction series is a real skateboarder even

in real life, but when he finds himself moving into the future in that film, he must adjust his skateboarding skill to a hoverboard Taking the idea from the hoverboard chasing scene in the movie Back to the Future II, the main character Marty McFly used both Nike Air MAG shoes and the flying hoverboard to escape the capture of the enemy, finally the unbelievable flying skateboard became reality Also, from that interesting image of the hoverboard in the air, Arx Pax successfully built the flying board named Hendo It can carry up to 140kg in within 15 minutes and its maximum height is 3cm above the ground The biggest fail of Hendo is that it does not have an automatical system, all of the movements is depending on the control of user’s feet The start of Hendo marks a new step in the development of mobility and once again confirms that human creativity is unlimited The price of this flying object is offered for

$10000 if booked

REFERENCE LIST:

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1. Anna Marum (2018) How the Nike Mag 'Back to the Future' shoes became the Holy Grail of sneakers [online] Available at:

http://www.oregonlive.com/window-shop/index.ssf/2016/10/nike_mag_sneakers_holy_grail html [Accessed 4 Oct 2016]

2. Sole Collector (2018) The Complete Nike Mag Price Guide - Auto-Lacing Nike Mag [online] Available at: https://solecollector.com/news/2017/11/how-much-are-nike-mag-back-to-the-future-sneakers/auto-lacing-nike-mag [Accessed 13 Nov 2017]

3. Shepherd, J (2018) Marty McFly's self-lacing shoes cost the same as three DeLoreans [online] The Independent Available at: https://www.independent.co.uk/arts- entertainment/films/news/marty-mcflys-nike-mags-from-back-to-the-future-ii-expected-to-make-50000-at-auction-a6673451.html [Accessed 30 Sep 2015]

4. Djuric, A (2018) Back to the future with Nike Air Mag | Brandingmag [online] Brandingmag Available at: https://www.brandingmag.com/2011/09/09/back-to-the-future-with-nike-air-mag/ [Accessed 9 Sep 2011]

5. Fortune (2018) How You Can Get a Pair of Nike Mag 'Back to the Future' Shoes [online] Available at: http://fortune.com/2016/10/04/nike-mag-back-to-the-future-raffle/ [Accessed 4 Oct 2016]

6. Patrick Johnson (2018) Original Nike Mags From Back To The Future II To Be Auctioned This Fall - SneakerNews.com [online] Available at:

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