Based on your knowledge of Marketing concepts and strategies, explain why and how the strategy used by Nike is “pure marketing genius”.

Article:
http://www.ottawacitizen.com/Life/Fashion%20Beauty/Sneaker+cultists+stage+Rideau+Street+camp+Nike/6746166/story.html

QUESTION: Based on your knowledge of Marketing concepts and strategies, explain why and how the strategy used by Nike is “pure marketing genius”.

While you may take a critical approach, your answers must be based on marketing “expertise,” – gained through textbook materials, lectures, AND insights based on review of academic journals (like Journal of Marketing, Journal of Consumer Research, Jorunal of Marketing Research etc.) and not just common sense.

To get full marks, you should write 4-5 pages, 1.5 spacing, 12-pitch font, to justify your answer. Also attach all references (not counted in the 4-5 page length of the paper).