Nike’s Key Competency: The Hero Culture

Nike’s Key Competency: The Hero Culture
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Nike’s Key Competency: The Hero Culture
Rather than spreading its marketing budget across different activities, Nike spends a large sum of its budget on single sports or star athletes. This hero culture is Nike’s critical competency, enabling it to realize success and surpass Adidas in the sportswear industry. This concept of creating heroes, also called hero culture, has allowed Nike to pursue athletes from humble backgrounds; who have risen from grass to grace against all odds. Such figures inspire the general population and fandom, which forms the basis of Nike’s market. Indeed, Nike originates from Greek mythology and means the “Goddess of Victory.” This marketing strategy uses the ‘hero’ to link Nike’s products and the customers.