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CASE STUDY FOR NIKE
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COMPANY PROFILE
NIKE, Inc. (NIKE), incorporated on September 8, 1969, is engaged in design, development, marketing and selling of athletic footwear, apparel, equipment, accessories and services. NIKE is a seller of athletic footwear and athletic apparel across the world.
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Competition With Adidas Heating Up in Europe

Nike has been gaining market share in Europe. According to data from Euro monitor, Adidas had 13.2% share of the western European sporting goods market in 2012, while Nike’s share stood at 12.4 percent. Nike reported an 11% rise in sales in western Europe in the first half of fiscal 2014, while Adidas posted a fall of 6 percent at constant currencies in its third quarter.
The competitor gaining the most ground as of 2014 is Under Armour. The company is actively pursuing lucrative U.S. sponsorship deals similar to Nike’s, giving it a growing piece of market revenue. In Europe, Adidas is developing new products to compete head to head with the giant. Chinese companies Anta and Li Ning show a steady increase in sales within China. Both Puma and Skechers occupy a smaller part of the athletic apparel market, but both enjoy increasing revenues.

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KEY ISSUES OF NIKE

Like almost every other global supply chain, Nike's global supply chain is a complex network that directly connects and impacts a wide range of people around the globe: consumers, buyers, suppliers, workers and communities. Each of these groups is vitally important to our success. In turn, we believe Nike has a powerful opportunity to engage with each of these stakeholders in working to create positive economic, social and environmental change.

At the center of our footprint stand more than 800,000 workers in our

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