Nike And Its Impact On Society Essay Example

universal presence across the globe in a short period of time has impacted the social trends economically, socially, as well as culturally. The company has been under constant attack for indulging in unfair and unjust practices. On the other hand, Nike has always dismissed these allegations and projected its activities as that of an industry leader. During the last few years, the company has offered a new perspective to the consumer market. Time and again Nike has been criticized for exploiting labors within their manufacturing plants that are set up in poor countries across the world.

This misuse has appeared much heavier in that they are producing lavish products for over consuming and high income economized societies and disproportionally remunerates their star endorsers with profitable agreements. The escalating disapproval and movements against Nike, on the other hand, have not had much of a bang on a major part of their market, metropolitan African-America. Poor African Americans reasonably have some impenetrability extending apprehension for exploitation of workers abroad when the injustices they face in their own country are similarly acute.

Effect on Youth According to the researches made, the civilizing basis of the metropolitan youth and young generation stays with the hip hop brands which was first seen at the time of the seventies era. However, the style has changed by a large extent, but fashion has definitely become a major part of the youth’s lifestyle. The urban youth market is anchored by a “cultural triangle” of fashion, music, and sports, and it is uniquely characterized by intangibles such as hip style and edgy attitudes.

In calculation, to evaluate the purchase power and

broader market control of African-Americans in the urban youth market, report explains how youths are becoming a gradually more influential power in this market. It reviews the growing importance of Asian-American teens and young adults in the urban youth market. The market analysts have learned that the youth is not very much affected by the media and traditional marketing approaches. This had made the marketing campaigns of the global companies to turn to non traditional marketing campaigns advertising media and alternative promotional tools.

According to Mike Hunt, CEO, Asia Operations, “Explore ways to leverage peer influence to raise the profile of your brand. Find out how marketers use “street teams” and “cool hunters” to track consumer trends and influence purchasing decisions. Discover the impact of the Internet on urban marketing and learn about the growing attention paid by traditional media, including television, radio, and magazines, to this important market”. Nike is one of the most popular brands for the youths involved in sports activity.

Moreover, there has been an increasing trend in the youth participation in the sports and they are more willing to spend in order to buy the best brands and eventually after some time, they narrow up to a few of them. “Youth are also more diverse in their sports participation. This diversity presents an opportunity for marketers to create brand loyalty across sports. Brand positioning here is critical”, James and Eves (1999). The mounting craze of women's sports has helped the brands such as Nike and others to intelligently craft, marketing solutions which are specially targeted at women consumers.

The current study assessed Nike's marketing campaign in Glamour,

a popular consumer magazine aimed at women aged 18-34, using a rhetorical analysis known as the critical feminist approach. This approach was utilized as a means of discovering how the construction of gender was created in this Nike advertising campaign, how this construction represents a dominating ideology of patriarchy, and how this oppressiveness can be recast into a picture that is more positive toward women.