{"id":3098,"date":"2023-08-01T18:50:42","date_gmt":"2023-08-01T16:50:42","guid":{"rendered":"https:\/\/marcopontes.es\/zero-waste-path-creating-a-sustainable-culture-copy-copy-copy-copy\/"},"modified":"2026-04-24T11:39:52","modified_gmt":"2026-04-24T09:39:52","slug":"historia-de-las-marcas-nike","status":"publish","type":"post","link":"https:\/\/marcopontes.es\/es\/historia-de-las-marcas-nike\/","title":{"rendered":"Historia de la marcas: Nike (3\/5)"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"3098\" class=\"elementor elementor-3098\">\n\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-91130af e-flex e-con-boxed e-con e-parent\" data-id=\"91130af\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-c33d96d e-flex e-con-boxed e-con e-child\" data-id=\"c33d96d\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-390d6d6 elementor-widget elementor-widget-heading\" data-id=\"390d6d6\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">Historia de la marcas: <br>Nike (3\/5)<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-99ed5e7 e-flex e-con-boxed e-con e-parent\" data-id=\"99ed5e7\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3ed94a8 elementor-align-center elementor-widget elementor-widget-post-info\" data-id=\"3ed94a8\" data-element_type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<link rel=\"stylesheet\" href=\"https:\/\/marcopontes.es\/wp-content\/plugins\/elementor\/assets\/css\/widget-icon-list.min.css\"><link rel=\"stylesheet\" href=\"https:\/\/marcopontes.es\/wp-content\/plugins\/elementor-pro\/assets\/css\/widget-theme-elements.min.css\">\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-85b4cae elementor-inline-item\" itemprop=\"author\">\n\t\t\t\t\t\t<a href=\"https:\/\/marcopontes.es\/es\/author\/marco87granada\/\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<img decoding=\"async\" class=\"elementor-avatar\" src=\"https:\/\/marcopontes.es\/wp-content\/uploads\/2026\/04\/Marco-Pontes-2-150x150.png\" alt=\"Marco Pontes\">\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-author\">\n\t\t\t\t\t\t\t\t\t\tMarco Pontes\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-0998f66 elementor-inline-item\" itemprop=\"datePublished\">\n\t\t\t\t\t\t<a href=\"https:\/\/marcopontes.es\/es\/2023\/08\/01\/\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-calendar\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M12 192h424c6.6 0 12 5.4 12 12v260c0 26.5-21.5 48-48 48H48c-26.5 0-48-21.5-48-48V204c0-6.6 5.4-12 12-12zm436-44v-36c0-26.5-21.5-48-48-48h-48V12c0-6.6-5.4-12-12-12h-40c-6.6 0-12 5.4-12 12v52H160V12c0-6.6-5.4-12-12-12h-40c-6.6 0-12 5.4-12 12v52H48C21.5 64 0 85.5 0 112v36c0 6.6 5.4 12 12 12h424c6.6 0 12-5.4 12-12z\"><\/path><\/svg>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-date\">\n\t\t\t\t\t\t\t\t\t\t01, Ago, 2023\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-d7afef2 e-flex e-con-boxed e-con e-parent\" data-id=\"d7afef2\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-a916023 e-flex e-con-boxed e-con e-child\" data-id=\"a916023\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0cccf05 elementor-widget elementor-widget-image\" data-id=\"0cccf05\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"534\" src=\"https:\/\/marcopontes.es\/wp-content\/uploads\/2024\/02\/historia-nike.webp\" class=\"attachment-large size-large wp-image-2546\" alt=\"cover para el art\u00edculo de nike\" srcset=\"https:\/\/marcopontes.es\/wp-content\/uploads\/2024\/02\/historia-nike.webp 820w, https:\/\/marcopontes.es\/wp-content\/uploads\/2024\/02\/historia-nike-300x200.webp 300w, https:\/\/marcopontes.es\/wp-content\/uploads\/2024\/02\/historia-nike-768x512.webp 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c8b420d elementor-widget elementor-widget-text-editor\" data-id=\"c8b420d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<h4 id=\"ember41\" class=\"ember-view reader-content-blocks__paragraph\"><strong>CONTENIDO &#8211; NIKE<br \/><\/strong><\/h4><p id=\"ember42\" class=\"ember-view reader-content-blocks__paragraph\">Viajaremos a lo largo de la historia de las cinco marcas objeto de an\u00e1lisis desde sus inicios hasta la actualidad. Desde la <strong>creaci\u00f3n <\/strong>de cada una de ellas, pasando por su <strong>evoluci\u00f3n<\/strong>, <strong>problemas <\/strong>de gesti\u00f3n de la marca, casos publicitarios de <strong>\u00e9xito<\/strong>, estrategias de <strong>marketing <\/strong>hasta el <strong>declive <\/strong>o mal uso de la pol\u00edtica en alguna de ellas. Tambi\u00e9n se plantea c\u00f3mo ha ido evolucionando el punto de vista del consumidor respecto de la marca.<\/p><p class=\"ember-view reader-content-blocks__paragraph\">A lo largo de las d\u00e9cadas, este ha pasado a ser el protagonista mientras que el producto en s\u00ed, ha pasado a un segundo plano.<\/p><h4 id=\"ember43\" class=\"ember-view reader-content-blocks__paragraph\"><strong>NIKE<\/strong><\/h4><h3 id=\"ember44\" class=\"ember-view\"><strong>Historia<\/strong><\/h3><p id=\"ember45\" class=\"ember-view reader-content-blocks__paragraph\">Oregon, USA<\/p><p id=\"ember46\" class=\"ember-view reader-content-blocks__paragraph\">Bill Bowerman, entrenador de atletismo de la Universidad de Oregon, experimentaba con mejoras para que sus alumnos lograran correr m\u00e1s r\u00e1pido. Se dio cuenta de que el calzado era vital para la velocidad que un corredor pod\u00eda alcanzar.<\/p><p>\u00a0<\/p><h5>Los inicios<\/h5><p class=\"ember-view reader-content-blocks__paragraph\">Uno de sus corredores, Phil Knight, fue uno de los primeros en probar sus mejorados calzados. Phil, ve\u00eda que Adidas y Puma, las marcas que por entonces copaban el mercado de zapatillas deportivas, no ten\u00edan tanta calidad como las marcas japonesas, en este caso, Onitsuka Tiger. As\u00ed que juntos, Phil y Bill, decidieron contactar con los responsables de esta y as\u00ed montar su propio negocio distribuy\u00e9ndola en Estados Unidos, bajo el nombre de Blue Ribbon Sport (1964).<\/p><p>\u00a0<\/p><h5>El despegue<\/h5><p class=\"ember-view reader-content-blocks__paragraph\">El negocio resulto ser un \u00e9xito as\u00ed que en 1965 ficharon a otro miembro del equipo, <a href=\"https:\/\/en.wikipedia.org\/wiki\/Nike,_Inc.\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\">Jeff Jhonson<\/span><\/a>. Enseguida obtuvo un gran peso en el grupo ya que implemento los primeros folletos publicitarios, anuncios y marketing. Adem\u00e1s, y en paralelo con la historia de las marcas, los a\u00f1os 60 y 70 fueron la \u00e9poca dorada del marketing en estados unidos lo cual hizo despegar aun con m\u00e1s fuerza la marca m\u00e1s adelante. De hecho, el mercado estaba saturado y Nike y Reebok apenas pod\u00edan diferenciar sus productos.<\/p><p>\u00a0<\/p><h5>La primera tienda f\u00edsica<\/h5><p class=\"ember-view reader-content-blocks__paragraph\">Jeff se encarg\u00f3 de inaugurar la primera tienda f\u00edsica al por menor de Blue Ribbon Sports Tiger Shoes en California. Adem\u00e1s estableci\u00f3 un sistema de venta por correo para que el usuario recibiera sus zapatillas en casa sin necesidad de tiendas f\u00edsicas.<\/p><div class=\"reader-image-block reader-image-block--resize\" style=\"text-align: center;\"><figure class=\"reader-image-block__figure\"><div class=\"ivm-image-view-model \"><div class=\"ivm-view-attr__img-wrapper display-flex\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/i0.wp.com\/theolympians.co\/wp-content\/uploads\/2017\/06\/blue-ribbon-sports-ad-marketing-onitsuka-tiger-sneakers.jpg?resize=565%2C425&amp;ssl=1\" alt=\"Blue Ribbon Sports ad marketing Onitsuka Tiger sneakers\" width=\"565\" height=\"425\" \/><\/div><\/div><figcaption class=\"display-block mt2 full-width text-body-small-open t-sans text-align-center t-black--light\"><span style=\"color: #ffffff;\">A\u00f1o: 1964. T\u00edtulo: Folleto publicitario \u201cBlue Ribbon Sport\u201d. Fuente: &lt;https:\/\/theolympians.co\/?s=nike&gt;<\/span><\/figcaption><\/figure><\/div><h5>\u00a0<\/h5><h5 id=\"ember48\" class=\"ember-view reader-content-blocks__paragraph\">Los a\u00f1os 70<\/h5><p id=\"ember49\" class=\"ember-view reader-content-blocks__paragraph\">La relaci\u00f3n de los 3 empresarios con Onitsuka empezaba a flojear as\u00ed que decidieron independizarse y crear su propia marca ellos mismos. As\u00ed en 1971 crearon Nike. El logo fue un encargo a una dise\u00f1adora gr\u00e1fica llamada Carolyn Davidson. Esta se inspir\u00f3 en la diosa griega de la victoria Nik\u00e9, el nombre que le proporcion\u00f3 Jeff, ya que \u00e9l lo hab\u00eda elegido as\u00ed, y obtuvo el s\u00edmbolo de la misma, de una de sus alas.<\/p><div class=\"reader-image-block reader-image-block--full-width\" style=\"text-align: center;\"><figure class=\"reader-image-block__figure\"><div class=\"ivm-image-view-model \"><div class=\"ivm-view-attr__img-wrapper display-flex\"><img decoding=\"async\" src=\"https:\/\/images.squarespace-cdn.com\/content\/v1\/56f394cf8a65e2cb64955f42\/1590643693190-7NZSCZ34JM4H1G8FZVYG\/the+Nike+Swoosh+designed+by+Carolyn+Davidson\" alt=\"the Nike Swoosh designed by Carolyn Davidson\" \/><\/div><\/div><figcaption class=\"display-block mt2 full-width text-body-small-open t-sans text-align-center t-black--light\">T\u00edtulo: Bocetos dise\u00f1o logotipo Nike. Autor: Carolyn Davidson. A\u00f1o: 1971. Fuente: &lt;https:\/\/www.dnamag.co\/home\/the-mother-of-the-nike-swoosh&gt;<\/figcaption><\/figure><\/div><h5>Primer debut zapatilas<\/h5><p id=\"ember51\" class=\"ember-view reader-content-blocks__paragraph\">En 1972 Nike debutaba con un modelo que dise\u00f1o el mismo Bowerman en unas pruebas de atletismo. El primero en convertirse imagen de la marca fue Steve Prefontaine que lamentablemente fallecer\u00eda a la edad temprana de 24 a\u00f1os.<\/p><h5>\u00a0<\/h5><h5>Primera agencia de publicidad<\/h5><p id=\"ember52\" class=\"ember-view reader-content-blocks__paragraph\">En 1976 contrataron a John Brown &amp; Partners como primera agencia de publicidad. Al a\u00f1o siguiente se cre\u00f3 el primer p\u00f3ster de marca de Nike, con el lema: \u201cNo hay l\u00edmite de meta\u201d y en el que curiosamente no se mostraba ning\u00fan producto.<\/p><div class=\"reader-image-block reader-image-block--full-width\" style=\"text-align: center;\"><figure class=\"reader-image-block__figure\"><div class=\"ivm-image-view-model \"><div class=\"ivm-view-attr__img-wrapper display-flex\"><img decoding=\"async\" class=\"alignnone size-medium wp-image-4281\" src=\"https:\/\/marcopontes.es\/wp-content\/uploads\/2023\/08\/There-is-no-finish-line-add-NIke-300x179.png\" alt=\"commercial nike there is no line\" width=\"300\" height=\"179\" srcset=\"https:\/\/marcopontes.es\/wp-content\/uploads\/2023\/08\/There-is-no-finish-line-add-NIke-300x179.png 300w, https:\/\/marcopontes.es\/wp-content\/uploads\/2023\/08\/There-is-no-finish-line-add-NIke.png 555w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/div><\/div><figcaption class=\"display-block mt2 full-width text-body-small-open t-sans text-align-center t-black--light\"><span style=\"color: #ffffff;\">T\u00edtulo: Primer cartel publicitario de Nike. A\u00f1o: 1976. Autor: Agencia de publicidad John Brown and Partners. Fuente: https:\/\/www.researchgate.net<\/span><\/figcaption><\/figure><\/div><h5>\u00a0<\/h5><h5 id=\"ember54\" class=\"ember-view reader-content-blocks__paragraph\">Los a\u00f1os 80<\/h5><p id=\"ember55\" class=\"ember-view reader-content-blocks__paragraph\">En 1980 Nike se hace p\u00fablica y entra en el mercado con una cuota del 50%. Esto, de la mano del lanzamiento de su modelo Air Max, con tecnolog\u00eda pionera, la hace despegar aun con m\u00e1s fuerza. Aparece aqu\u00ed, otra agencia de publicidad Wieden + Kennedy que siguen siendo la principal agencia en la actualidad. En 1982 Nike evolution fue su primer trabajo y estreno en televisi\u00f3n.<\/p><h5>\u00a0<\/h5><h5>Del producto a la marca<\/h5><p class=\"ember-view reader-content-blocks__paragraph\">Dan Wieden, cofundador de esa agencia, crear\u00eda m\u00e1s tarde el lema: \u201cJust do it\u201d (1988). En 1985 ficharon a un joven prometedor jugador de baloncesto, Michael Jordan, lo que catapult\u00f3 la marca a\u00fan m\u00e1s, ya que cada vez m\u00e1s adeptos a este deporte segu\u00edan sus pasos. En los \u00faltimos a\u00f1os, Nike se estaba despegando de la producci\u00f3n para centrarse en la imagen de la marca como s\u00edmbolo del esp\u00edritu del deporte y la superaci\u00f3n. \u00c9poca tambi\u00e9n en la que el marketing tend\u00eda focalizar en la marca en lugar del producto.<\/p><div class=\"reader-image-block reader-image-block--full-width\" style=\"text-align: center;\"><figure class=\"reader-image-block__figure\"><div class=\"ivm-image-view-model \"><div class=\"ivm-view-attr__img-wrapper display-flex\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-4272\" src=\"https:\/\/marcopontes.es\/wp-content\/uploads\/2025\/11\/Anuncio-Nike-300x238.png\" alt=\"fotograma del anuncio de nike evolution\" width=\"300\" height=\"238\" srcset=\"https:\/\/marcopontes.es\/wp-content\/uploads\/2025\/11\/Anuncio-Nike-300x238.png 300w, https:\/\/marcopontes.es\/wp-content\/uploads\/2025\/11\/Anuncio-Nike.png 583w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/div><\/div><figcaption class=\"display-block mt2 full-width text-body-small-open t-sans text-align-center t-black--light\"><span style=\"color: #ffffff;\">Fuente: &lt;https:\/\/www.youtube.com\/watch?v=9Xl11dnQiRg&amp;feature=emb_title&gt;<\/span><\/figcaption><\/figure><\/div><h5>\u00a0<\/h5><h5 id=\"ember57\" class=\"ember-view reader-content-blocks__paragraph\">Los a\u00f1os 90<\/h5><p id=\"ember58\" class=\"ember-view reader-content-blocks__paragraph\">A consecuencia del cambio de tendencia en el marketing, Nike entrar\u00eda en crisis en 1990, ya que trasladaron todas sus f\u00e1bricas a pa\u00edses con mano de obra muy barata y de explotaci\u00f3n infantil. Con esto abarataban en costes de producci\u00f3n y pod\u00edan invertir m\u00e1s en marketing. Toda esta controversia hizo que la imagen y reputaci\u00f3n de Nike quedara en entredicho.<\/p><div class=\"reader-image-block reader-image-block--full-width\" style=\"text-align: center;\"><figure class=\"reader-image-block__figure\"><div class=\"ivm-image-view-model \"><div class=\"ivm-view-attr__img-wrapper display-flex\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-4273\" src=\"https:\/\/marcopontes.es\/wp-content\/uploads\/2025\/11\/Noticia-Nike-mala-imagen-marca-300x130.png\" alt=\"noticia mala imagen Nike\" width=\"300\" height=\"130\" srcset=\"https:\/\/marcopontes.es\/wp-content\/uploads\/2025\/11\/Noticia-Nike-mala-imagen-marca-300x130.png 300w, https:\/\/marcopontes.es\/wp-content\/uploads\/2025\/11\/Noticia-Nike-mala-imagen-marca.png 652w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/div><\/div><figcaption class=\"display-block mt2 full-width text-body-small-open t-sans text-align-center t-black--light\"><span style=\"color: #ffffff;\">T\u00edtulo: Articulo de peri\u00f3dico. A\u00f1o: 2014. Autor: Peri\u00f3dico La Nacion. Fuente: &lt;https:\/\/reputationcrisis.files.wordpress.com\/<\/span><br \/><span style=\"color: #ffffff;\">2014\/04\/nike-ac3ban-liucha<\/span><\/figcaption><\/figure><\/div><p id=\"ember60\" class=\"ember-view reader-content-blocks__paragraph\">En 1996 la revista Life public\u00f3 un duro art\u00edculo donde la pol\u00e9mica sobre los trabajadores de las f\u00e1bricas estaba servida. El gran impacto social que tuvo el trabajo infantil sobre la marca, da\u00f1o mucho su imagen. No obstante, Nike supo reaccionar y creando una fuerte pol\u00edtica de responsabilidad social corporativa y las actividades de la empresa cumplieran con las reglas \u00e9ticas b\u00e1sicas. Al mismo tiempo ocurrieron dos grandes logros como fueron la apuesta por un jovenc\u00edsimo Tiger Woods, por el que nadie apostaba y que luego result\u00f3 ser un \u00e9xito, y la firma con los jugadores de la selecci\u00f3n brasile\u00f1a de f\u00fatbol.<\/p><p>\u00a0<\/p><h5 id=\"ember61\" class=\"ember-view reader-content-blocks__paragraph\">A\u00f1o 2000 &#8211; actualidad<\/h5><h5><em>The Secret Tournament<\/em><\/h5><p id=\"ember62\" class=\"ember-view reader-content-blocks__paragraph\">Nike era l\u00edder indiscutible en la industria del deporte. Abarcaba muchas disciplinas y una l\u00ednea de calle muy popular entre los j\u00f3venes. En 2002 lanz\u00f3 la campa\u00f1a \u201cSecret tournament\u201d en la copa del mundo, la cual triunfo ya que se dieron 3 pautas claves, gran atleta, gran anuncio y gran producto.<\/p><div class=\"reader-image-block reader-image-block--full-width\" style=\"text-align: center;\"><figure class=\"reader-image-block__figure\"><div class=\"ivm-image-view-model \"><div class=\"ivm-view-attr__img-wrapper display-flex\"><img decoding=\"async\" src=\"https:\/\/data2.nssmag.com\/images\/galleries\/25683\/the-cage%281%29.jpg\" alt=\"The Cage by Nike is back On Instagram, but no Totti or Ronaldinho: only young talents and women\" \/><\/div><\/div><figcaption class=\"display-block mt2 full-width text-body-small-open t-sans text-align-center t-black--light\"><span style=\"color: #ffffff;\">T\u00edtulo: Sport publicitario de Nike. A\u00f1o: 2002. Autor: Nike. Fuente: &lt;https:\/\/www.nss-sports.com\/en\/lifestyle\/24121\/ritorna-la-sfida-the-cage-di-nike&gt;<\/span><\/figcaption><\/figure><\/div><h5>\u00a0<\/h5><h5>Siempre actualizada<\/h5><p id=\"ember64\" class=\"ember-view reader-content-blocks__paragraph\">En los \u00faltimos a\u00f1os Nike ha apostado por un marketing digital dejando de lado el tradicional. Queda claro que los atletas, tenistas, profesionales de renombre han respaldado siempre la imagen de Nike pero tambi\u00e9n ha sabido bien adaptarse a las nuevas tecnolog\u00edas y redes sociales como otras marcas teniendo cuenta que la adaptaci\u00f3n en \u00e9sta era es de vital importancia y que las tendencias nunca ser\u00e1n est\u00e1ticas.<\/p><p>\u00a0<\/p><h3>\u00a0<\/h3><h3 id=\"ember65\" class=\"ember-view\"><strong>An\u00e1lisis semi\u00f3tico<\/strong><\/h3><p id=\"ember66\" class=\"ember-view reader-content-blocks__paragraph\">NIKE<\/p><div class=\"reader-image-block reader-image-block--resize\"><figure class=\"reader-image-block__figure\"><div class=\"ivm-image-view-model \"><div class=\"ivm-view-attr__img-wrapper display-flex\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.liderlogo.es\/wp-content\/uploads\/2022\/12\/pasted-image-0-768x432.png\" alt=\"logotipo de la marca nike negro sobre fondo blanco\" width=\"151\" height=\"85\" \/><\/div><\/div><\/figure><\/div><p id=\"ember68\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Identidad visual:<\/strong><\/p><p id=\"ember69\" class=\"ember-view reader-content-blocks__paragraph\">&#8211; Composici\u00f3n: Tipograf\u00eda y s\u00edmbolo.<\/p><p id=\"ember70\" class=\"ember-view reader-content-blocks__paragraph\">&#8211; Forma: Geom\u00e9trica y curvil\u00ednea.<\/p><p id=\"ember71\" class=\"ember-view reader-content-blocks__paragraph\">&#8211; Color: Negro, transmite sobriedad y elegancia.<\/p><p id=\"ember72\" class=\"ember-view reader-content-blocks__paragraph\">&#8211; Tipograf\u00eda: Futura STD ExtraBold Condensed Oblique (Modified).<\/p><p id=\"ember73\" class=\"ember-view reader-content-blocks__paragraph\">&#8211; Posibles relaciones entre la forma y el significado:<\/p><p id=\"ember74\" class=\"ember-view reader-content-blocks__paragraph\">El s\u00edmbolo o tambi\u00e9n llamado \u201cSwoosh\u201d representan las alas de la diosa griega Nik\u00e9, diosa de la victoria.<\/p><p id=\"ember75\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Imaginario de marca:<\/strong><\/p><p id=\"ember76\" class=\"ember-view reader-content-blocks__paragraph\">Es un signo de superaci\u00f3n, actitud y triunfo.<\/p><p id=\"ember77\" class=\"ember-view reader-content-blocks__paragraph\">-Valores que la marca transmite<\/p><p id=\"ember78\" class=\"ember-view reader-content-blocks__paragraph\">Personalidad activa y motivadora.<\/p><p id=\"ember79\" class=\"ember-view reader-content-blocks__paragraph\"><strong>\u00bfGenera experiencias relevantes?<\/strong><\/p><p id=\"ember80\" class=\"ember-view reader-content-blocks__paragraph\">Es una apuesta de valor si eres deportista. Para muchos, es un estilo de vida, una forma de ver el deporte desde una perspectiva competitiva.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-9640dd1 e-flex e-con-boxed e-con e-parent\" data-id=\"9640dd1\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-1fc2c47 e-flex e-con-boxed e-con e-child\" data-id=\"1fc2c47\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d9cbef4 elementor-widget-divider--separator-type-pattern elementor-widget-divider--no-spacing elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"d9cbef4\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-divider{--divider-border-style:none;--divider-border-width:1px;--divider-color:#0c0d0e;--divider-icon-size:20px;--divider-element-spacing:10px;--divider-pattern-height:24px;--divider-pattern-size:20px;--divider-pattern-url:none;--divider-pattern-repeat:repeat-x}.elementor-widget-divider .elementor-divider{display:flex}.elementor-widget-divider .elementor-divider__text{font-size:15px;line-height:1;max-width:95%}.elementor-widget-divider .elementor-divider__element{margin:0 var(--divider-element-spacing);flex-shrink:0}.elementor-widget-divider .elementor-icon{font-size:var(--divider-icon-size)}.elementor-widget-divider .elementor-divider-separator{display:flex;margin:0;direction:ltr}.elementor-widget-divider--view-line_icon .elementor-divider-separator,.elementor-widget-divider--view-line_text .elementor-divider-separator{align-items:center}.elementor-widget-divider--view-line_icon .elementor-divider-separator:after,.elementor-widget-divider--view-line_icon .elementor-divider-separator:before,.elementor-widget-divider--view-line_text .elementor-divider-separator:after,.elementor-widget-divider--view-line_text .elementor-divider-separator:before{display:block;content:\"\";border-bottom:0;flex-grow:1;border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--element-align-left .elementor-divider .elementor-divider-separator>.elementor-divider__svg:first-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-left .elementor-divider-separator:before{content:none}.elementor-widget-divider--element-align-left .elementor-divider__element{margin-left:0}.elementor-widget-divider--element-align-right .elementor-divider .elementor-divider-separator>.elementor-divider__svg:last-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-right .elementor-divider-separator:after{content:none}.elementor-widget-divider--element-align-right .elementor-divider__element{margin-right:0}.elementor-widget-divider:not(.elementor-widget-divider--view-line_text):not(.elementor-widget-divider--view-line_icon) .elementor-divider-separator{border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--separator-type-pattern{--divider-border-style:none}.elementor-widget-divider--separator-type-pattern.elementor-widget-divider--view-line .elementor-divider-separator,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:after,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:before,.elementor-widget-divider--separator-type-pattern:not([class*=elementor-widget-divider--view]) .elementor-divider-separator{width:100%;min-height:var(--divider-pattern-height);-webkit-mask-size:var(--divider-pattern-size) 100%;mask-size:var(--divider-pattern-size) 100%;-webkit-mask-repeat:var(--divider-pattern-repeat);mask-repeat:var(--divider-pattern-repeat);background-color:var(--divider-color);-webkit-mask-image:var(--divider-pattern-url);mask-image:var(--divider-pattern-url)}.elementor-widget-divider--no-spacing{--divider-pattern-size:auto}.elementor-widget-divider--bg-round{--divider-pattern-repeat:round}.rtl .elementor-widget-divider .elementor-divider__text{direction:rtl}.e-con-inner>.elementor-widget-divider,.e-con>.elementor-widget-divider{width:var(--container-widget-width,100%);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-divider\" style=\"--divider-pattern-url: url(&quot;data:image\/svg+xml,%3Csvg xmlns=&#039;http:\/\/www.w3.org\/2000\/svg&#039; preserveAspectRatio=&#039;xMidYMid meet&#039; overflow=&#039;visible&#039; height=&#039;100%&#039; viewBox=&#039;0 0 126 26&#039; fill=&#039;black&#039; stroke=&#039;none&#039;%3E%3Cpath d=&#039;M3,10.2c2.6,0,2.6,2,2.6,3.2S4.4,16.5,3,16.5s-3-1.4-3-3.2S0.4,10.2,3,10.2z M18.8,10.2c1.7,0,3.2,1.4,3.2,3.2s-1.4,3.2-3.2,3.2c-1.7,0-3.2-1.4-3.2-3.2S17,10.2,18.8,10.2z M34.6,10.2c1.5,0,2.6,1.4,2.6,3.2s-0.5,3.2-1.9,3.2c-1.5,0-3.4-1.4-3.4-3.2S33.1,10.2,34.6,10.2z M50.5,10.2c1.7,0,3.2,1.4,3.2,3.2s-1.4,3.2-3.2,3.2c-1.7,0-3.3-0.9-3.3-2.6S48.7,10.2,50.5,10.2z M66.2,10.2c1.5,0,3.4,1.4,3.4,3.2s-1.9,3.2-3.4,3.2c-1.5,0-2.6-0.4-2.6-2.1S64.8,10.2,66.2,10.2z M82.2,10.2c1.7,0.8,2.6,1.4,2.6,3.2s-0.1,3.2-1.6,3.2c-1.5,0-3.7-1.4-3.7-3.2S80.5,9.4,82.2,10.2zM98.6,10.2c1.5,0,2.6,0.4,2.6,2.1s-1.2,4.2-2.6,4.2c-1.5,0-3.7-0.4-3.7-2.1S97.1,10.2,98.6,10.2z M113.4,10.2c1.2,0,2.2,0.9,2.2,3.2s-0.1,3.2-1.3,3.2s-3.1-1.4-3.1-3.2S112.2,10.2,113.4,10.2z&#039;\/%3E%3C\/svg%3E&quot;);\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aa6deea elementor-widget elementor-widget-text-editor\" data-id=\"aa6deea\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h5 id=\"ember1022\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Fuentes:<\/strong><\/h5><p id=\"ember82\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Rodr\u00edguez Hern\u00e1ndez, S<\/strong>. (2020): Historia de la marca, apuntes de la UOC.<\/p><p id=\"ember83\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Klein, N<\/strong>. (2000): \u00abEl nuevo mundo de las marcas\u00bb. No logo: el poder de las marcas (p. 31-54).<\/p><p id=\"ember84\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Klein, N. (2000)<\/strong>: \u00abLas marcas se expanden\u00bb. Klein, N. No logo: el poder de las marcas (p. 55-92).<\/p><p id=\"ember85\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Stalman, A. (2000<\/strong>). \u201cBrand off on: El branding del futuro (p. 48-58). Gesti\u00f3n 2000.<\/p><p id=\"ember86\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Nike<\/strong>: &lt; https:\/\/www.nike.com\/gb\/ &gt;<\/p><p id=\"ember87\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Nike community<\/strong>: &lt; https:\/\/communityimpact.nike.com\/ &gt;<\/p><p id=\"ember88\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Brandmania<\/strong>: &lt; https:\/\/brandemia.org\/nike-la-historia-del-logo-mas-famoso-del-mundo &gt;<\/p><p id=\"ember89\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Bienpensado<\/strong>: &lt; https:\/\/bienpensado.com\/historia-marca-nike\/ &gt;<\/p><p id=\"ember90\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Linddsey Lazrte<\/strong>: &lt; https:\/\/lindseyruns.medium.com\/there-is-no-finish-line-46556860ffff &gt;<\/p><p id=\"ember91\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Reputation crisis<\/strong>: &lt; https:\/\/reputationcrisis.files.wordpress.com\/2014\/04\/nike-ac3ban-liucha-con-las-sombras-de-su-mala-imagen-la-nacic3b3n-25-4-2014.jpg &gt;<\/p><p id=\"ember92\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Youtube<\/strong>: &lt;https:\/\/www.youtube.com\/watch?v=Ip5dhadl3W0&gt;<\/p><p id=\"ember93\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Dnamag<\/strong>: &lt; https:\/\/www.dnamag.co\/home\/the-mother-of-the-nike-swoosh &gt;<\/p><p id=\"ember94\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Cruvi<\/strong>: &lt; http:\/\/cruvi.cl\/blog\/la-historia-del-logo-icono-nike\/ &gt;<\/p><p id=\"ember95\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Wikipedia<\/strong>: &lt; https:\/\/es.wikipedia.org\/wiki\/Nike &gt;<\/p><p id=\"ember96\" class=\"ember-view reader-content-blocks__paragraph\"><strong>Sportbible<\/strong>: &lt; https:\/\/www.sportbible.com\/football\/news-nikes-secret-tournament-in-the-cage-was-brimming-with-legends-20200422&gt;<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1ba58b5 elementor-widget-divider--separator-type-pattern elementor-widget-divider--no-spacing elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"1ba58b5\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\" style=\"--divider-pattern-url: url(&quot;data:image\/svg+xml,%3Csvg xmlns=&#039;http:\/\/www.w3.org\/2000\/svg&#039; preserveAspectRatio=&#039;xMidYMid meet&#039; overflow=&#039;visible&#039; height=&#039;100%&#039; viewBox=&#039;0 0 126 26&#039; fill=&#039;black&#039; stroke=&#039;none&#039;%3E%3Cpath d=&#039;M3,10.2c2.6,0,2.6,2,2.6,3.2S4.4,16.5,3,16.5s-3-1.4-3-3.2S0.4,10.2,3,10.2z M18.8,10.2c1.7,0,3.2,1.4,3.2,3.2s-1.4,3.2-3.2,3.2c-1.7,0-3.2-1.4-3.2-3.2S17,10.2,18.8,10.2z M34.6,10.2c1.5,0,2.6,1.4,2.6,3.2s-0.5,3.2-1.9,3.2c-1.5,0-3.4-1.4-3.4-3.2S33.1,10.2,34.6,10.2z M50.5,10.2c1.7,0,3.2,1.4,3.2,3.2s-1.4,3.2-3.2,3.2c-1.7,0-3.3-0.9-3.3-2.6S48.7,10.2,50.5,10.2z M66.2,10.2c1.5,0,3.4,1.4,3.4,3.2s-1.9,3.2-3.4,3.2c-1.5,0-2.6-0.4-2.6-2.1S64.8,10.2,66.2,10.2z M82.2,10.2c1.7,0.8,2.6,1.4,2.6,3.2s-0.1,3.2-1.6,3.2c-1.5,0-3.7-1.4-3.7-3.2S80.5,9.4,82.2,10.2zM98.6,10.2c1.5,0,2.6,0.4,2.6,2.1s-1.2,4.2-2.6,4.2c-1.5,0-3.7-0.4-3.7-2.1S97.1,10.2,98.6,10.2z M113.4,10.2c1.2,0,2.2,0.9,2.2,3.2s-0.1,3.2-1.3,3.2s-3.1-1.4-3.1-3.2S112.2,10.2,113.4,10.2z&#039;\/%3E%3C\/svg%3E&quot;);\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4db91f43 e-flex e-con-boxed e-con e-parent\" data-id=\"4db91f43\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6ac884d elementor-post-navigation-borders-yes elementor-widget elementor-widget-post-navigation\" data-id=\"6ac884d\" data-element_type=\"widget\" data-widget_type=\"post-navigation.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-post-navigation\">\n\t\t\t<div class=\"elementor-post-navigation__prev elementor-post-navigation__link\">\n\t\t\t\t<a href=\"https:\/\/marcopontes.es\/es\/historia-de-las-marcas-adidas\/\" rel=\"prev\"><span class=\"post-navigation__arrow-wrapper post-navigation__arrow-prev\"><i class=\"fa fa-angle-left\" aria-hidden=\"true\"><\/i><span class=\"elementor-screen-only\">Prev<\/span><\/span><span class=\"elementor-post-navigation__link__prev\"><span class=\"post-navigation__prev--label\">Previous<\/span><span class=\"post-navigation__prev--title\">Historia de la marcas: Adidas (2\/5)<\/span><\/span><\/a>\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-post-navigation__separator-wrapper\">\n\t\t\t\t\t<div class=\"elementor-post-navigation__separator\"><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"elementor-post-navigation__next elementor-post-navigation__link\">\n\t\t\t\t<a href=\"https:\/\/marcopontes.es\/es\/historia-de-las-marcas-kelme\/\" rel=\"next\"><span class=\"elementor-post-navigation__link__next\"><span class=\"post-navigation__next--label\">Next<\/span><span class=\"post-navigation__next--title\">Historia de la marcas: Kelme (4\/5)<\/span><\/span><span class=\"post-navigation__arrow-wrapper post-navigation__arrow-next\"><i class=\"fa fa-angle-right\" aria-hidden=\"true\"><\/i><span class=\"elementor-screen-only\">Next<\/span><\/span><\/a>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Historia de la marcas: Nike (3\/5) CONTENIDO &#8211; NIKE Viajaremos a lo largo de la historia de las cinco marcas objeto de an\u00e1lisis desde sus inicios hasta la actualidad. Desde la creaci\u00f3n de cada una de ellas, pasando por su evoluci\u00f3n, problemas de gesti\u00f3n de la marca, casos publicitarios de \u00e9xito, estrategias de marketing hasta [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2546,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3098","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Historia de la marcas: Nike (3\/5)<\/title>\n<meta name=\"description\" content=\"Art\u00edculo de la evoluci\u00f3n hist\u00f3rica de Nike, para conocer su trayectoria desde sus inicios hasta d\u00eda de hoy. 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