The New Strategy of Nike Corporate Communication in Efforts to Build a New Corporate Image

Dani Fadillah (Universitas Ahmad Dahlan, Jl. Kapas, Semaki, Yogyakarta 55166 - Indonesia)
Dong Hao (Nanjing Normal University, 122 Ninghai Rd, Gulou, Nanjing, Jiangsu - China)
Bai Long (Nanjing Normal University, 122 Ninghai Rd, Gulou, Nanjing, Jiangsu - China)

Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia
Vol 6, No 2 (2021): December 2021 - Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia

This study aims to examine the uniqueness of the corporate communication carried out by Nike when the well-known brand competes to sign a contract with athletes who reach  their peak performance to promote its  apparel. However, Nike signs contracts with players when they are still rising stars and then leaves them.  Nike does something that well-known brands do not usually do. Normally, they compete to attract stars who are in their golden age. This research was conducted using a qualitative approach through case study research. The materials of  this research were obtained by conducting a literature review, matters related to the Nike author's boredom collected from various sources, and  reviewed using corporate communication logic. The results of  this study indicate that Nike's steps are aimed at creating a new impression without leaving the old self-image.