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The product diffused into the channels starting with the high performance specialists and spreading into the mass outlets on the basis of this expert endorsement. This strategy has played an important part in ensuring Nike's leading position. Because, by associating star athletes and motivational slogans like, "Just Do It", with marketing campaigns that emphasize fitness, competition, and sportsmanship, consumers identify their purchases with the prospect of achieving greatness.
?Advertisement campaigns are central to trainer companies' marketing strategies' (Sturges, 2006, p.33). Most of Nike's customers buy their products because of the image that Nike gives, and this image is consistent globally...
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