The success of Nike's marketing strategy lies in its star brand and mass brand. From the marketing point of view, advertising with stars has at least three functions: increasing sales, raising popularity and improving image. As early as 1984, Nike invested 1 10,000 USD to promote the rising star Jordan in Ran Ran. 1987, Jordan won the team's qualification to enter the finals with a beautiful flying spike in the NBA league. As a result, this clear slow motion appeared in the TV advertisement: he dodged left and right and began to fly and dunk in the air. At this moment, the flash of the whole stadium flashed like a star, and the Nike shoes on Jordan's feet drew a beautiful arc trajectory like a rocket booster. From that day on, this kind of sports shoes became the darling of the market, and Americans had to own them. Air Jordan even shocked the sports shoes industry. When the brand was launched, its sales amounted to 654.38 million+300 million dollars. By 1990, Jordan sportswear and sneakers earned Nike about $200 million a year, with total sales reaching $2.6 billion. Footwear market analysts believe that Jordan's appeal to consumers, his influence and value bring huge commercial benefits, which should be twice that of direct sales.

Objectively speaking, these gains cannot be attributed to the time and influence of Nike website, but to the effectiveness of traditional advertising media. But at the mass level, the marketing effect of the website will increase day by day. Through the one-to-one marketing model based on the Internet, Nike's competitiveness in the sporting goods industry will be greatly enhanced. It will control the whole industry at different levels with different rules and in a more flexible and convenient way, and cultivate the loyalty of customers of all countries and ages to Nike brand with star-rated, personalized and interactive services, so as to maintain and expand its huge customer base.

Nike didn't sponsor the 2008 Olympic Games.

The sponsorship plan for Beijing Olympic Games includes three levels: the first level is "Beijing 2008 Olympic Games partners", the second level is "Beijing 2008 Olympic Games sponsors" and the third level is "Beijing 2008 Olympic Games suppliers". BOCOG's partners include: Bank of China, China Netcom, China Petrochemical, China Petroleum, China Mobile, Volkswagen (China), Adidas, Johnson & Johnson, Air China, PICC P&C Insurance and State Grid.