New media for Nike

From our course we were asked to prepare a literature review on a theme of our interest.

What is a literature review?
A literature review, according to our tutor, is an account of what has been published on a topic by accredited scholars and researchers. Specificly, it lists a number of resources which contain information about the subject of the literature review, with a description and an evaluation for each one of them. The literature review usually precedes the research on the subject defined, and its value is significant since it:
  1. ensures that a research on the chosen subject hasn’t already been done
  2. justifies the research (why it is worthy a research on this subject to be done?)
  3. provides context for the research

New media and Nike
For my literature review I chose the subject “The use of new media by Nike and its reflect on Nike’s profile and profits.” for the following reasons:

  1. Nike is a world-known sportswear brand, which from its begining had an elegant and meticulous profile reflected on its products, stores and advertising campaigns.
  2. Nike is one of the first companies which realized the power of new media and took advantage of them since their very begining (websites, installations etc.). A representative example is the Human Race which will take place at the 24th of October ’09.
  3. As strange as it might sound, NikeTown is a source of inspiration for me.

Slide for NikeID

The results
To present the findings of my literature review I made a 5′ minutes presentation as we were asked to do. The powerpoint file is available below with the narration in the notes section.

♦ “The use of new media by Nike” Literature Review

In the presentation I followed the Pecha Kucha style as we were encouraged to do, by using only images for slides, without any text. The picture above is a slide of the presentation.

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