Any publicity is good publicity? Nike's controversial campaigns and management of celebrities

Castle, S. and Bebek, G. (2017) Any publicity is good publicity? Nike's controversial campaigns and management of celebrities. In: Chadwick, S., Arthur, D. and Beech, J. (eds.) International Cases in the Business of Sport. 2nd ed. Oxford: Routledge. pp. 87-96.

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Item Type:	Book Section
Abstract:	Nike has a portfolio of celebrities that it uses to endorse its products. In fact the company grew through celebrities using and endorsing its products. Tiger Woods is thought to have made Nike Golf the market player it is now rather than an ‘also ran’. Celebrities do not always behave; Nike does not always behave. However, Nike has done well out of managing the situations it finds itself in with its celebrities and its marketing communications. This case study examines Nike’s success in managing its celebrities and growing brand value.
Subjects:	H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products
Creators:	Castle, Stephen and Bebek, Gaye
Editors:	Chadwick, Simon, Arthur, Dave and Beech, John
Publisher:	Routledge
Faculties, Divisions and Institutes:	University Faculties, Divisions and Research Centres - OLD > Faculty of Business & Law > Marketing and Entrepreneurship Faculties > Faculty of Business & Law > Marketing and Entrepreneurship
Date:	20 January 2017
Date Type:	Publication
Page Range:	pp. 87-96
Title of Book:	International Cases in the Business of Sport
Place of Publication:	Oxford
Number of Pages:	264
Language:	English
ISBN:	9781138802452
Media of Output:	Book
Status:	Published / Disseminated
Refereed:	No
Related URLs:	Publisher
URI:	http://nectar.northampton.ac.uk/id/eprint/9317

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