My name is Courtney Hanson and I am currently a senior at Creighton University, pursuing a BSBA in Marketing and Entrepreneurship Management. This past summer I had an opportunity to intern at the NIKE inc. world headquarters in Beaverton, Oregon, as a Brand and Consumer marketing intern for the Emerging Markets. The 10-week internship was made available through an alum, Mr. Jayme Martin, the Vice President and General Manager of the Emerging Markets. The internship provided me real-world marketing experiences and a chance for me to utilize all the knowledge Creighton University has taught me.
I would like to share with you all a commercial NIKE football just recently launched for the new gear called Nike Pro Combat. One of the projects I worked on with a group of interns this summer was creating a product positioning strategy for Nike Pro Combat in a way that could be best communicated to our target market. We presented the concept “Alter Ego” which is the idea athletes take on an alternative personality on game day. Following our presentation, the concept was immediately incorporated into their marketing strategies and the creation of the Nike Pro Combat–Alter Ego commercial was launched.
This commercial features Adrian Peterson’s dynamic talents and powerful on- field persona. At the end of the clip you will notice the 3-D overlay of the Nike Pro Combat Deflex pattern on Peterson’s skin. This is symbolic of the implied transformational experience for athletes who wear the product (i.e. their “Alter Ego”).
Watch the Nike Pro Combat – Alter Ego commercial
You can also view it from the Nike Football homepage
Have a great day!