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Nike is considered by Brand Finance the most valuable apparel brand in the world.
As the case of Nike with sneakers tattooed on consumers’ feet, there is Domino’s in a controversial promotion.
The use of a tattoo as a creative resource helps to understand the market and the role of a brand before the consumer.
A man He resorted to permanent ink to carry out an action that surprised network users as Nike tennis shoes were tattooed, turning the brand into proof of his loyalty to this firm.
Brand Finance have a argument with data, which could help us understand why a man decided to take this irreversible action on his skin and that is that the platform ensures that Nike It is the most valuable brand in apparel with more than 33 billion dollars in brand appreciation, while other firms in the segment, such as Zara, barely reach 12,997 million dollars. The data helps us to measure that the appearance of Nike at the feet of a consumer is because it is the dominant brand in the segment.
tattooed nike sneakers
With 329 thousand likes in the post published by dean gunther (@dean.gunther, instagram), the artist published the work he did on a Nike fan by tattooing a pair of sneakers from the famous sports brand.
In the work and the whole process that led to making the art, we see how he began drawing lines in which he executes the famous dove of the logo of Nikethe letters of the brand on the heel of the person and even laces, to give a totally real look.
Posting the work, he received all kinds of comments, from users advising tattoo artists to start saying no to certain job applications, to those who said they literally hated what they saw. Others considered that they were the worst tattoos they had ever seen and others recognized that Nike had to pay him a check every month for the audacity of having branded sneakers on his feet.
Just as there are users who make the decision to tattoo an aspect related to a brand, there are others who have decided to join a poorly executed promotion, because a brand decided that a tattoo was a good promotional activation.
𝘿𝙞𝙙 𝙔𝙤𝙪 𝙆𝙣𝙤𝙬??
In 2018, Domino’s pizza offered essentially free pizza for life in exchange for individuals getting a domino’s tattoo and sharing it on social media. pic.twitter.com/Hvg2k0gPXJ— FACT wallah Guruji (@fact_wallah) October 12, 2020
The fact was documented in 2018, when Domino’s Pizza Russia deactivated the promotion called “Domino’s Forever” (Domino’s forever), where people who will get a tattoo of the brand’s logo will receive pizza for life. The action led, just in its first four days, to at least 350 people coming to the chain to show their tattoos.
The brands that transfer from retail to the consumer’s skin demonstrate the identification that these people feel for names and products that manage to establish a very important scheme and it is creativity in this consumer relationship.
If we look at the case of Nike, the consumer elevated his fanaticism for the brand to the tattoo of two tennis shoes on his feet, while a pizza chain believed that a good idea was to recognize the promotion of its permanent logo on a person’s skin, it had to be recognized with free product for life.
These cases are important indicators of the level of relationship that a brand has with the consumer and how it is from this relationship that insights are established that help us understand the brand capacity that a product currently has.
