1.- Scott Bedbury, former brand manager at Nike, believes that 20th century humanist psychologist Abraham Maslow offers the most relevant model for today's most nuanced consumers today. He says current behavior and brand placement must reflect an understanding of the deeper psychological issues that Maslow placed at the top of his pyramid of needs. Connect Maslow's model to the Nike brand and its communication strategy. Maslow's pyramid theory explains the different stages and hierarchies of a person's needs, which represent different levels, from the bottom of the pyramid, where they are located, up. the tip of the pyramid, which represents self-realization and the most specific and complex needs of humans.[pic]By drawing a parallel between NIKE and this theory of the pyramid, we can clearly understand that the strategy NIKE's communication strategy aims at the highest needs, in particular recognition and self-realization. If we start from the basics, the slogan "Just do it" clearly tells us, do it, a phrase entirely aimed at self-realization, you can run, stop and run, as the case told us , these are sentences that motivate the consumer, touch the "nerve" of the person's needs for self-realization and recognition, establish a link of understanding with the consumer, tell them that we help you to improve yourself, to realize yourself , to be recognized, to succeed. This is one of the points of NIKE's strategy that can be explained by Maslow's theory, but that's just the slogan. NIKE uses the faces of successful athletes as advertising, provides them with sports equipment and each of their achievements is a NIKE achievement. The more people see and identify with these elite athletes in different disciplines, the more the common consumer is encouraged to see themselves reflected in this athlete, as a theme of aspiration, as a theme of recognition and self-realization , once again we touch on both. levels of hierarchy of people's needs, NIKE's strategy is very well executed, leading the athlete's career at NIKE and as NIKE helps him, gives him support, with NIKE I will also have quality support, good tools and facilities to develop my sport and my sporting goals, whether running alone or participating in marathons, which are also another essential part of the communication strategy.