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How Did Nike Get The Swoosh Into Skateboarding? A Study Of Authenticity And Nike Sb, Brandon Gomez
How Did Nike Get The Swoosh Into Skateboarding? A Study Of Authenticity And Nike Sb, Brandon Gomez
Media Studies - Theses
Skateboarding is widely regarded as a subculture that is highly resistant to any type of integration or co-option from large, mainstream companies. In 2002 Nike entered the skateboarding market with its Nike SB line of shoes, and since 2004 has experienced tremendous success within the skateboarding culture. During its early years Nike experienced a great deal of backlash from the skateboarding community, but has recently gained wider acceptance as a legitimate company within this culture. The purpose of this study is to examine the specific aspects of authenticity Nike was able achieve in order to successfully integrate into skateboarding. In …
Marketing Pastimes: Comparing The Brand Strengths Of Real Madrid & The New York Yankees, Colin Wilson Powers
Marketing Pastimes: Comparing The Brand Strengths Of Real Madrid & The New York Yankees, Colin Wilson Powers
Honors Capstone Projects - All
In March of 2012, Forbes Magazine ranked the most valuable brands in all of sports. Trailing only Manchester United’s $2.235 billion valuation, the next most valuable franchises are Spain’s Real Madrid of La Liga BBVA, and Major League Baseball’s New York Yankees. As the two of the three most dominant brands in all of sports, Real Madrid and the New York Yankees are frequently mentioned in the same context as one another, but rarely discussed through more extensive market research comparing their brand management strategies. By utilizing Kevin Keller’s acclaimed Customer-Based Brand Equity model, the relative strength of the brands …