What did Nike achieve through its partnership with Serena Williams?

Question

BlackTom AI · Accepted Answer

When evaluating what Nike achieved through its partnership with Serena Williams, we look at the broader impact on brand perception and market presence. 
Option a suggests a focus solely on traditional media exposure, which overlooks the diverse ways such partnerships enhance visibility, including digital campaigns, product collaborations, and athlete storytelling. The claim is too narrow and ignores modern branding dynamics. 
Option b states enhanced brand awareness and positive publicity through co-branded products. This aligns with how Nike leverages Serena’s influence to create buzz around limited-edition apparel and footwear, generating earned media, social engagement, and broader recognition beyond conventional advertising. The co-branding approach tends to reinforce Nike’s positioning as a champion of empowerment and performance, while Serena’s status amplifies credibility and appeal. 
Option c proposes a reduction in industry presence and reputation, which is contrary to the intended effect of a high-profile athlete partnership. In reality, such collaborations typically expand reach, not shrink it, and they aim to strengthen reputation through association with excellence and leadership. 
Option d claims minimal public attention and sales, which contradicts the observed outcomes of celebrity partnerships, where well-executed co-brands usually drive noticeable attention, consumer interest, and, often, sales momentum. The phrasing suggests a negligible impact, which is inconsistent with typical brand-collaboration results. 
Taken together, option b captures the core outcome of a strategic athlete collaboration: broader awareness and positive publicity generated by co-branded products and activities, rather than isolated or negative effects.

PRT 286 (001& 002) Exam 2

What did Nike achieve through its partnership with Serena Williams?

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