On May 17, 2023 Tuesday, Nike presented its latest global brand anthem: “Seen It All ”which reflected on the past 50 years of innovation and looked forward to the next 50 years. This “Seen it All” video was about one minute long and directed by filmmaker Spike Lee, who replayed his old iconic role as Mars Blockmon in the 1986 film( She's Gotta Have It based on Brooklyn, New York ) who played chess and rap against Zimmie, a young optimistic protagonist played by Indigo Hubbard-Salk based on the same movie. This full clip uncovered over 40 legendary Nike athletes, including Charles Barkley, Kobe Bryant, Michael Jordan and Naomi Osaka, Cristiano Ronaldo, Tiger Woods and it's a generational battle for who has witnessed the greatest moments in sporting history, but no matter which way you cut it, Nike is the real winner.

According to Nike’s official blog post, Nike has been a champion for athletes and sport and will remain true to that over the past 50 years. “ Nike's 50th anniversary isn't about looking back - it's about looking to the past for inspiration as the brand expands sport for a new generation. Timed with its 50th anniversary, Nike presents its latest global brand anthem, ‘Seen It All’, celebrating the strength of Nike's past and the promise of its future."

According to Brand Value (China) Network, “Seen It All” is a great brand film because it celebrated the past 50 years of Nike and the promise of its future. It also incorporates a medley of iconic Nike images from sporting events to ad campaigns, including Mars Blackmon’s first foray with the brand, cut in the same choppy style. In addition, in the year of 2022, Nike’s gross profit was $21.896 billion, which was a 2.88% increase compared with the year of 2021. Nike's annual gross profit for the same year was $21.479 billion, marking a 7.6% rise from the year of 2021. 

Nike is a popular brand in China. According to China Brand Value (China) Network, Nike does not bring its products over directly instead it chooses to sponsor Chinese sporting clubs and athletic events. For example, during the 2008 Beijing Olympics, Nike took the initiative to sponsor several sports teams, which took the brand across the entire country. 

          According to Brand Value (China) Network, Nike, originally known as Blue Ribbon Sports (BRS), was founded by University of Oregon track athlete Phil Knight and his coach Bill Bowerman on January 25, 1964. The company takes its name from Nike, the Greek goddess of victory and it has an official slogan “Just Do It” which means doing something in a straightforward manner. As of today, Nike has grown into an American multinational corporation that is engaged in the design, development, manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories, and services with more than 76,000 employees worldwide. 

  On the ranking of “The 3rd Daguan· Keweiwei World Brand Value Top 900” released on March 18, 2023, Nike’s brand value was 148.797 billion RMB, ranking the 172rd. 

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Author:   杨瑞安

Views:   310351