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In this series titled Different Business Voices, I am taking a look at how companies use their voice to have effective marketing. Remember that a business voice is the tone, approach, and medium expressed to the consumers.

Read our last post in this series here.


Nike has had an iron grip on the shoe industry for many years. One central reason is their unique business voice.

Who is the Target Audience?

A quote from the Nike “About Us” page says “If you have a body, you are an athlete.” Keep that in mind as we witness that young athletes are the main audience. This is most likely because young people have a higher chance of desiring sports clothing. For example, a growing trend is athleisure, or, wearing sports type clothing when in public versus just for working out. Nike knows who buys their items, but they may still attempt to bring in other crowds with the quote above. Parents buy teenagers Nike apparel, and younger adults buy it for themselves.

What is the Mission Statement?

“Our mission is what drives us to do everything possible to expand human potential. We do that by creating groundbreaking sport innovations, by making our products more sustainably, by building a creative and diverse global team and by making a positive impact in communities where we live and work.”

Essentially, Nike seeks to encourage athletes all around the world.

   How Do They Produce?

Nike’s tone is one of inspiration. They want people to live up to their true potential and want to convince you that their products are the answer. At least, not without the right shoes. The approach is meant to inspire people who buy their products. Several mediums have been used to echo this idea.

A favored kind of medium is the company slogan. Nike has one of the world’s most recognizable ones. Almost everyone has heard “Just do it.” Those three words have caught on so well that it is displayed on t-shirts, shorts, posters, bags and so much more. The slogan tackles the struggle that many people face every day like that doubt that creeps in and people give up. Nike gives a simple yet powerful message about what to do, and that is to just do it.

The commercials from Nike are all related. Most show young and fit people exercising, running and playing sports. The company is inspiring customers who buy their products to try to achieve this form and confidence to improve their lives.

The Results

Nike is the largest footwear company in the world with their 35% market share being almost double of their closest competitors. The exceptional voice displayed has helped them gain and achieve this status. Consumers are thinking more about their health today than ever, so expect Nike to flourish in the future.

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I'm a marketing intern from Jacksonville State University, but I don't just get people's coffee here!

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