摘 要各行各业都在不断的发展，人们的生活质量也在不断提高，对于健康的意识越来越强烈，当然对于生活的品味也在不断上升，而运动服装行业也不例外，运动方面的装备以及需求在不断的扩大，在运动服装行列不断加入时尚元素的符号，跟当下的潮流进行完美的结合，使得运动品牌充满了无限的活力，耐克是引领世界的品牌，在市场所占的份额非常大，通过与世界一些尖端品牌来进行合作，扩大自己品牌的影响力，拉近与消费者的距离，创造出时尚与运动的理念融合。本文采用了文献研究以及案例分析的方法来进行融合，从一开始阐述广告的概念，耐克的定义，以及在中国运动市场的合理定位，包括发展前景以及状况，包括对于广告策略方面存在的问题，提出了如何正确的选择名人，扩大自己品牌的力度，扩大世界人对于耐克的看法，做好榜样，给更多人去传达耐克品牌，进而提高知名度。关键词：耐克；名人广告；名人效应ABSTRACTWith the quality of life and health awareness, sports apparel has also become an important part of the garment industry. Nike occupies the largest market share worldwide sports brand it with the world's top athletes cooperation to create a great influence, and it shortened the distance between the sports and general consumers to create a fusion of fashion and sports life philosophy. In this paper, literature research and case analysis, paper first describes the development of the concept of advertising and Nike, and then analyzes the development of Nike in China and Nike advertising status quo, and found a Nike celebrity ads Finally, the Nike how to improve the effect of celebrity advertising countermeasures, and reference for Nike continue to dominate the sports brand in the world top. Keywords: Nike; Celebrity advertising; Celebrity effect目 录摘 要Abstract一、广告概述………………………………………………………………………………1（一）广告的概念……………………………………………………………………1 （二）名人广告的概念………………………………………………………………1二、耐克简介…………………...
