“Having relied for years on mass branding messages like do it, the company has now dramatically scaled back its investment in traditional branding. Nike has also reduced its emphasis on big brand athletes like Tiger Woods, Michael Jordan, and Lance Armstrong. Instead, the company has focused on creating software and gadgets like its new Fuel wristband that measures athletic output.
“In 2009, when films like Ice Age and Avatar were coming out, it was the great new thing,” he says. “That lasted for a couple of years until people started to realise that some films were being made that didn’t really use the enhancements well. And it started to put people off going.”.
Youngsters Matt Darr and Andrew Franks have remained solid for Miami, with Darr averaging 45.9 yards per punt and Franks connecting on 13 of 16 field goal attempts. But Baltimore may have the best kicking combo in football. Edge: Baltimore. Brands don’t exist in a bubble, they are part of culture and part of life. As culture changes, so therefore do brands and how they try and connect to people. Because in reality, brands are mostly a way to help us get through life without thinking too hard, perhaps the golden rule here is humility, assuming that no one really cares.
Nike also said Thursday that Knight has sold his voting interests in Swoosh LLC to a trust controlled by his son and board director Travis Knight. Phil Knight formed Swoosh over a year ago to hold the majority of his shares of Nike Class A common stock, which aren publicly traded. After the sale of Swoosh voting interests, Travis Knight controls two of the five votes on the Swoosh Board..