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Research on the Marketing Strategy and Effect of Sportswear Brand Co-branding with Entertainment Celebrities
- 1 Beijing No.8 Highschool
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Abstract
Collaboration is a common tool that brands use in marketing. It can be beneficial for either side. First, it can benefit the company by increasing its profit and social attention. Second, it can make individual artists more well known among a larger population. Collaboration is very important among marketing strategies, so this passage will discuss the impact of co-branding from three perspectives in detail. In China, co-branding has become increasingly popular as it allows companies to tap into new markets. In this article, based on Nike’s data from Nike.com and the internet, the passage divides Nike’s collaboration target into five kinds: Nike sponsored athletes, streetwear brands, luxury brands, television series and entertainment brands, and individual artists and designers. By researching these five kinds of collaboration targets based on several articles and applications, the passage discusses the strategies that Nike used to choose collaboration targets, develop its collaboration products, and popularize them.
Keywords
Collaboration products, Nike, Brand, Marketing, strategic
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Cite this article
Liu,X. (2024). Research on the Marketing Strategy and Effect of Sportswear Brand Co-branding with Entertainment Celebrities. Advances in Economics, Management and Political Sciences,84,212-217.
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