Nike introduced new advertising campaign

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In the mid 1990s, Nike and Nike running shoes develops to peak. In 1994 the cannes international advertising festival, Nike company chairman phil knight was awarded the title of the advertisers, 96, Nike won the best advertising age of marketing experts, sales climbed peak, price is rising unemployment, but then all sorts of trouble also followed: the reebok, adidas rival Nike succession etc, time, imitation of sports stars smile on the TV screen scrambling to bloom. In 1997 to 2000 Nike 12-19 of teenagers, 52% of the respondents could thoughtlessly mentioned that Nike brand, but in 1998 the figure dropped to 38%. Nike this once let their parents blood-boiling "Justdoit," because of apotheosis movement gradually lose to the younger generation, air force one has some charm. Nike is no longer the most hallowed symbol of perfection, but to their choice of violence.
In 1998, introduced a new Nike AD campaign, a brand new slogan "to" alternative "Ican Justdoit, Nike hope through" Ican "series of huge advertising transmission personality charm and toughness, encouraging each infected every one to sports spirit and every one of the spirit, and by the communication or brand, choose the brand. From the slogan of tremendous force and lebron shoes lenovo force, Ican "the idea" extremely good, but it still live in is recognized as the classic "Justdoit" shadow. This slogan was industry and the wrongs of step, accused of "Justdoit". At the same time, the industry and the audience are worried about "Justdoit" slogan retreat.
In November 1998, Nike sneakers global sales of reduced 14%, sportswear, when Nike reduced 9% downsizing 1,600 people, marketing budget cut fat 1/3. Michael Jordan's retirement add more to Nike again, lost most of a legendary charisma and advertising spokesperson, Nike AD, main engine stalled nearly Nike is faced with.
The past doesn't do something now, effective, because consumers for good luck in the new things, The new age is increasingly deviating from Nike spirit and a new generation of consumer psychology, nike basketball shoes must be in the late 1990s Nike declined.

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