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Why does Nike believe in events?

Why does Nike believe in events?

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The "party" has turned into a strategic tool of brand communication since brands have become obsessed with creating and offering experiences to their targets/fans. We spoke with Antonio Yuncal, Nike Spain and Portugal communication director, who opened to us the doors to the wonderful world of Nike, a world packed with events.

A marketing plan systematicly includes events?
Certainly not. The realisation of events must obey the fulfilment of the marketing objectives. Not only events are the solution, there are many other tools within the marketing mix that can help you reach your goals.

Then

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