Nike has evolved overtime to attract a broader type of consumer.

1. What has changed?

1.1. The design of the boot itself has changed, it's more futuristic and small details have been addede. Nike has begun to take a product and add colors, details in order to make it cosmetically more appealing to the consumer. By adding all these details Nike has attracted a broader type of consumer which now includes the average person who really isn't an athlete, and the female consumer which wear Nike more frequently due to it's cosmetic appeal.

1.2. Nike has incorporated a variety of colors, from bright yellow, to light blue. Incorporating many vibrant colors into their products, which is something that wasn't as common in the past, has given the consumer a sense of uniqueness/standing out within the crowd, while still being part of the Nike brand.

2. Incorporating different colors.

2.1. By incorporating different colors into their products Nike has given the consumer a sense of

3. What has remained constant?

3.1. Nike's commercials has always used the top/best athletes in their respective field. Nike understands that seeing a Nike product being worn by a consumer's favorite athlete will compel the consumer to purchase that item. Giving the average consumer a "taste" of what it feels to be professional athlete's shoes, from a soccer perspective.

3.2. Nike commercials pictured the user always having fun, or enjoying themselves while using Nike products. Nike has always tried to present a competitive yes joyful mood through their advertising campaigns. This would be an example of the need for affiliation, from the article "Advertising's Fifteen Basic Appeals". To be part of a group, having fun and enjoying yourself with friends, which is what Nike projects through their commercials.

4. How does it distinguish itself from competitors?

4.1. Nike can afford to have the best and most expensive athletes representing their brand. Young teens seeing their favorite sport stars will encourage them to buy Nike.

4.2. Nike creates an image of having fun and being part of a team or group through its commercials.

4.3. Nike shows that the user will dominate the competition while using their product which helps attract attention. An example of need to dominate from the article"Advertising's Fifteen Basic Appeals".

5. Nike has created an image that to some consumers is more important than the actual product. They will buy the product just cause its Nike instead of buying Adidas. In the article "No Logo" it by Naomi Klein points this out by stating "these companies produced primarily were not in manufacturing but in marketing" which Nike has done.

6. I think that by starting my paper with What has remained constant from Nike I can start from how the company was and then move on to how it has evolved or changed. Then I think it would be a good idea that I wrap it up with how or what is the IMAGE nike has created today.