Latest / Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity
How Nike Built a Brand on Athlete Stories
In this episode of Building Brands with Fexingo, Lucas and Luna examine how Nike transformed from a distributor of Japanese running shoes into one of the world's most valuable brands by centering its marketing on athlete narratives. They trace the origin of Nike's 'Just Do It' campaign, the bet on Michael Jordan in 1984, and the economics of celebrity endorsements. Lucas explains how Nike's brand equity allows it to command premium pricing and maintain customer loyalty despite intense competition. They touch on the shift from product features to emotional…
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