Graduation Year
2025
Date of Submission
12-2024
Document Type
Campus Only Senior Thesis
Degree Name
Bachelor of Arts
Department
Intercollegiate Media Studies
Reader 1
James Morrison
Rights Information
©YYYY Kayla Jane Eiko Ishibashi
Abstract
Social media has become a central platform for communication, engagement and a place to exchange ideas revolutionizing how individuals and businesses connect and build relationships. The rapid growth of digital platforms has allowed companies opportunities to enhance visibility and drive sales by reaching billions of users globally. This has turned social media into a powerful marketing tool, enabling brands to showcase their values through impactful athlete-driven campaigns. While many brands use social media advertisements to promote their products, few companies use it to address their commitment to social issues, inclusivity, and individuality to foster a deep emotional connection.
This thesis addresses the impact of social media marketing strategies, with a focus on sports brands like Nike, Adidas, and New Balance, which have leveraged digital platforms and social media campaigns to drive positive change. It explores how advertisements enhance brand identity and allows brands to showcase their commitment to diversity, gender inclusivity, and self-improvement, setting them apart from competitors. Highlighting the effectiveness of these campaigns examines how it utilizes athlete sponsorships to enhance and build consumer loyalty, while addressing the challenges and risks of partnering with high-profile athletes. This study inspects the transformative power of social media in digital marketing and its ability to foster connections within the digital landscape.
Recommended Citation
Ishibashi, Kayla, "Social Media as a Catalyst for Change: Examining the Marketing Strategies of Nike, Adidas, and New Balance" (2025). CMC Senior Theses. 3740.
https://scholarship.claremont.edu/cmc_theses/3740
This thesis is restricted to the Claremont Colleges current faculty, students, and staff.