1.- Scott Bedbury, former Nike brand manager, believes that 20th century humanistic psychologist Abraham Maslow offers the most relevant model for today's more nuanced consumers. He says today's behavior and brand positioning must reflect an understanding of the deeper psychological problems 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 phases and hierarchies of a person's needs, which represent different levels, from the bottom of the pyramid, where the most basic needs are located, to the tip of the pyramid, which represents self-realization and the most specific needs and complexes of the human being.[pic]Making a parallel between NIKE and this pyramid theory, we can clearly realize that 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" tells us clearly, just do it, a phrase entirely aimed at self-realization, you can run, stop and run, as the case told us, are phrases that motivate the consumer , touching the "nerve" of the person's needs for self-realization and recognition, reaching a bond of understanding with the consumer, telling him that we help you to improve yourself, to realize yourself, to be recognized, to be successful. This is one of the points of the NIKE strategy that can be explained by Maslow's theory, but this is just the slogan NIKE uses the faces of successful athletes as advertising, provides them with sports equipment, and their every achievement is a NIKE achievement. The more people see them and identify with these elite athletes in different disciplines, the more the everyday consumer is encouraged to see themselves reflected in that athlete, as a theme of aspiration, as a theme of recognition and self-realization, once again we touch both. Hierarchy levels of people's needs, NIKE's strategy is very well executed, leading the athlete's career to be with NIKE and since NIKE helps him, provides him with support, with NIKE I will also have quality support, good tools and facilities to develop my needs. sport and my sporting goals, whether running alone or participating in marathons, which also constitute another essential part of the communication strategy.