Allyson Felix - Olympic Sprinter PDF

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This lecturer talks abotu allison felix...

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Olympic Sprinter Allyson Felix https://www.vogue.com/article/allyson-felix-saysh-shoe-brand https://www.runnersworld.com/uk/news/a36824917/decorated-olympian-allyson-felix-launches-herown-shoe-brand/

Click on the above articles read and analyse the impact Olympic Sprinter Allyson Felix has had on the market and how this effects Nike’s corporate image.

Remember focus on the following questions; 1. Why did Allyson Felix create her own brand/product line? Because Nike cut 70% of her salary once she became pregnant, and she did not appreciate the move from Nike. Allyson Felix then went on to start her own brand/product line to stand against Nike’s contracts policies that were not supporting of women athletes’ maternities. Even though later Nike changed its own policies regarding maternities, Allyson Felix refused to accept the deal with Nike to represent not only women in sports but women in all kinds of jobs. 2. Why didn’t Nike commit to extending her contract? Because she became pregnant, as a pregnant woman Allyson Felix would not be able to participate in any competitions and so she could not use her image to promote Nike’s brand. That’s why Nike used to cut women’s athletes contracts when they went into maternity. 3. By reducing her contract what impact did it have on Nike’s corporate image? A negative impact as from then on Nike has and will be associated as a brand that does not stand for gender equality and as a brand that does not support women. Nike is trying to change that by removing and changing its old policies. 4. After Nike reducing her contract Allyson Felix focused on her own brand giving it a name of ‘meeting women where they are’ how has/ will this impact Nike sales? This will impact Nike sales negatively, because it is a direct competitor to Nike’s women shoes brand. The brand just started but Allyson Felix’s brand could grow fast, especially in the women sector, as it is a shoe built directly for women. The newborn brand could go on to hire other women athletes that do not feel represented by their current sponsors, from there the growth would be exponential because the brand would not be felt as only a brand by customers, but more as a movement that they are joining. 5. Would female athletes want to work with Nike after this? Most of them still will want too, because Nike is one of the biggest brands in the world, if not the one. Although a small portion might want to stop working with Nike. The fact is that like a domino effect,

you only need a couple athletes to make the change and all the other ones could follow them afterwards. 6. How would you create a marketing campaign supporting the Olympic Sprinter Allyson Felix? The marketing campaign that I would create supporting Olympic Sprinter Allyson Felix’s brand would be a marketing campaign all around women, because that’s what the brand stands for. I would make a video that focuses on the shoes and independent women in different types of careers. The video would be transitioning on different women doing different activities while wearing the given model of shoes, from a woman working in finance, to a lawyer studying, to a young student… Different scenarios that then transition to a close up of a shoe on a Olympic track, Allyson Felix would then start running with the shoes on and win a gold medal, when she fades in the background running, a slogan would come up on the screen ‘ meeting women where they are’ with the logo of the brand. This video would be a good representation of what the brand stands for, good enough to make people that believe in these ideals to feel some kind of positive way towards this video. The video should be promoted especially online and on tv/billboards, with an 80/20 ratio....