 Target audience  Brand image  Name  Positioning  Packaging  Slogan

 Lower age people (12-45)  Like sports (running, football, work out,…)  Like the comfort  Like athletic clothing

 Young  Energetic  Athletic  Innovative

 Greek for ‘Victory’  Typical for practicing sports  Victory  Origin: Greek mythology  Nike: Goddess, personified ‘victory’

 Product for everyone  No luxury good  Use famous people to attract professional athletes  Gives image of being best sportswear Because of the famous people

 Striking, flashy colors (orange, red,…)  Logo all over the box  Easy to grab and to open  Easy to grab the shoes and try them on

 Doesn’t encourage you to buy  Motivational slogan to achieve your goal