...Nike has been around much longer than most would think and continues to be the leading trend setter in athletic wear. Nike was started in January of 1964. The athletic company began as just a small clothing distributing company out of the truck of Phil Knight’s, owner and CEO of Nikes, Car. The Saying you started from the bottom is very true when it comes to Nike who now leads in sales of all athletic gear compared to Adidas who at the time of 1964 was the most popular athletic company. From starting in a truck of a car no one would suspect that this company would not only be defined as the definition of ‘cool’ when purchasing clothing and shoes from stores all over the United States but yet the brand that carries our pop culture. Nike started...
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...The Nike athletic machine began as a small distributing outfit located in the trunk of Phil Knight's car. From these rather inauspicious beginnings, Knight's brainchild grew to become the shoe and athletic company that would come to define many aspects of popular culture and myriad varieties of 'cool.' Nike emanated from two sources: Bill Bowerman's quest for lighter, more durable racing shoes for his Oregon runners, and Knight's search for a way to make a living without having to give up his love of athletics. Bowerman coached track at the University of Oregon where Phil Knight ran in 1959. Bowerman's desire for better quality running shoes clearly influenced Knight in his search for a marketing strategy. Between them, the seed of the most influential sporting company grew. The story goes like this: while getting his MBA at Stanford in the early '60s, Knight took a class with Frank Shallenberger. The semester-long project was to devise a small business, including a marketing plan. Synthesizing Bowerman's attention to quality running shoes and the burgeoning opinion that high-quality/low cost products could be produced in Japan and shipped to the U.S. for distribution, Knight found his market niche. Shallenberger thought the idea interesting, but certainly no business jackpot. Nothing more became of Knight's project. Cut to 1963. Phil Knight traveled to Japan on a world-tour, filled with the wanderlust of young men seeking a way to delay the inevitable call of professional...
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...Student Name: Jamal Mallery Professor Anderson Informative Speech Title: Nike General Purpose: Birth of Nike Specific Purpose: To inform my audience about the birth of Nike Thesis statement: Today I want to share some information on how Nike was born. INTRODUCTION Attention material: I’m pretty sure many of you are familiar with the brand we all know as Nike, but have any of you ever thought about its story and who created it? Credibility material: Well according to Forbes magazine, Nike is the most valued sports brand in the world today with a value at 15 billion dollars which means almost all of us should know what the swoosh logo really stands for. Thesis statement: So today I am here to give you a little information on how the Nike brand was born. Preview: When I am done you al should know more about its history and the people involved in its success. (Transition: “Let’s go ahead and start with the men who redefined the athletic footwear industry”.) BODY I. One of the pioneers for the brand Nike was Phil Knight, Bill Bowerman and Jeff Johnson A. Phil Knight was a track runner at the University of Oregon from 1955-1959. 1. He was a talented runner but an even more gifted student as he graduated from Oregon as well as Stanford. 2. While at Stanford Knight Built a relationship with a manufacturing company in Japan to send him sample shoes to sell in the United States. 3. When Knight received the shoes...
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...Nike MKTG305-1301B-01 Marketing Management Project Type: Unit 4 Individual Project April 28, 2013 Abstract This paper will discuss the importance of branding. It will also focus on the history of Nike and how this company has been successful in their marketing efforts and their chosen celebrity endorsers. Introduction A product’s brand name has become an extremely important factor. It is the deciding factor in consumers’ final decision of whether or not to purchase a product or service. The brand in today’s market Prior to Nike, there were two visionary men, Bill Bowerman and Phil Knight, who pioneered a revolution in athletic footwear that redefined the industry ("Nike, Inc.:History," ). After years of their ideas being ignored, they established a partnership and convinced Japan to allow them to become U.S. distributors of Japan’s Tiger shoe which in turn opened the door to allow Bowerman to make changes to the Tiger shoe to make it a light weight and better. This led to the establishment of Nike. By 1971, there was a third individual, Jeff Johnson, the first full time employee, who created the marketing materials for Nike. Brand is clearly defined as a promise to the consumer which tells them what to expect from the products and services being offered and how it differentiates from competitors it is the basis for sales and incorporating a committed customer base. The American Marketing Association (AMA) defines brand as one of the following: * Name ...
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...Headquartered in Portland, Oregon, Nike was founded by duo Bill Bowerman and Phil Knight in 1964. Since then, it has become the number one leading manufacturer for athletic footwear and apparel and is an iconic symbol and brand in the industry. Throughout the industry there are many challenges even for a strong established brand like Nike. One of the largest forces that still affects a strong brand like Nike is the rivalry among existing firms in the same industry. Top names competing against Nike in the athletic industry include Asics, Under Armour, New Balance, Puma, Mizuno and more. All dedicated to the values of sport, each share the fragmented industry and compete against one another’s products. With such a fast-paced industry with growing trends, the competition for a larger market share is strong. Nike is a dominant leader in the athletic industry supplying footwear, apparel, equipment, and a lifestyle. By differentiating its brand from others in the industry, Nike has begun to consciously focus on sustainability within their company. By making this part of their mission statement and strategy, Nike has fulfilled their sustainability goal through initiatives that reduce the production of waste and increase the use of recyclable and green products. For example, Nike has created jerseys for national sporting events and teams made from recycled bottles and they also built the Nike Materials Sustainability Index that helps their employees decrease environmental impacts during...
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...e-Business Analysis Bus 352 e-Business e-Business Analysis of NIKE Generally speaking, exercising was not something that our ancestors had to spend very much time thinking about. By and large, the lack of modern technologies and conveniences meant that their everyday lives tended to be more strenuous, and involve more inherent activity, than most of our lives today. However, as day-to-day living has become more sedentary in recent years, people have had to start planning activity into their days, and, consequently, exercise crazes have become a hot topic. From Jane Fonda’s Workout, to Cindy Crawford’s Shape-up; or from Total Gym, to Zumba, to P90X, or yoga, America has been embracing one exercise fad after another for decades. And because each fad seems to require its own unique workout apparel and equipment, several companies have made it the primary focus of their businesses to provide for this ever-growing market. One of the industry leaders in this business model is NIKE. According to NIKE’s official website, by 2011 the company employed over 40,000 people worldwide, and operated in more than 160 countries on six continents around the globe. ("NIKE inc. locations," 2011) The website also says that NIKE’s mission is to “bring inspiration and innovation to every athlete in the world.” ("NIKE inc. locations," 2011) In order to achieve this mission, NIKE supplements its extensive global presence with its online transactional website, in a business model known as...
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...Nike now is the market leader in manufacturing and gear and enjoys possessing more than 47% of the market share. It takes about 50 years to make it today. Nike’s history can divide into several decades. At the beginning, Bill and Phil, who might be the founders of Nike, began a revolution in athletic footwear. After persuasion to manufacturer of Tiger shoes in Japan. Bill took Phil on his partner and began their footwear designer. In the next decades, : Phil sold the shoes out of his trunk and Bill began deconstructing Tiger shoes to see how he could make them better. At that time, Nike is not called Nike, it was called Blue Ribbon athletics. In 1971, which is very important for Nike and also is called the year of Nike, because the brand “Swoosh” was created by a PSU student. The swoosh worth so much today. In 1980s, Nike air launches and also became publically traded. Michael Jordan, NBA rookie at the time launched his signature shoe with Nike. Nike’s initially designed signature shoes under the popularity of Michael Jordan increased their sales immensely. In the next decade, Nike town opened in Portland and Nike signed dozens of teams around the world including World Cup winners, the Brazilian National Team & the U.S soccer teams. From 2000 till now, Nike shox debuted in time for the Sydney Olympics and also became the official sponsor of NFL. Nike is trying to create new ways to interact with the consumers. Nike develops several products and technologies till...
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...Nike, Inc. Nike History Nike is the leading supplier of athletic footwear and apparel and manufacturer in the world. Founded in 1962 by University of Oregen track athlete Philip Knight and his coach Bill Bowerman. Nike was first known as Blue Ribbon Sports and started out as a distributor for Japanese shoe maker Onitsuka Tiger, now known as ASICS. In 1971 the “Swoosh” was designed for $35.00 by Carolyn Davidson and the first shoe sold doning the swoosh and the name Nike was a soccer shoe. In 1972, Blue Ribbon Sports changed its name to Nike, Inc. after the winged greek goddess of victory. Later on in the 1970’s the company’s world headquarters were opened up un Beaverton, Oregon. (http://www.theshoegame.com/Nike-History-Timeline-Info.html) Nike- 1980s The company really took off and became well known all across the world in the 1980’s. The company started prodection of their footwear in 11 countries including China, Vietnam, and Indonesia. Famous shoes such as the “Nike Air” Air Force Ones and the Air Aces were introduced. Also in the 1980’s, the famous Nike slogan “Just Do It” came about. The slogan is still a major focal point in the companies advertising and marketing to this day. The success of the Nike took a huge turn in 1985 when the company signed a deal with the world’s greatest basketball player of all time, Michael Jordan. Jordan played a major role in how successful nike is today. The newly introduce “Air Jordan” became popular to basketball players worldwide...
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...beginning… Early in 1984, Nike was a struggling shoe company. The running shoe phenomenon that has fueled their sales in previous years was slowly dying and they needed a way to revitalize and reinvent themselves in order to appeal to another segment of the market. At the same time, rookie player Michael Jordan was already endorsing several products, but Nike hoped that his appeal would generate sales. Jordan, though, had other ideas. He had always preferred Adidas or the Converse shoes endorsed by North Carolina Coach, Dean Smith, and hoped to sign on with either company. Converse, with Larry Bird and Magic Johnson on board as spokesmen, were not interested in offering a better deal than Nike, and Adidas wasn't interested at all at the time; perhaps due to Kathe Dassler's death the same year. While Jordan, himself, did not initially see the significance of Nike's offer, his agent, David Falk, saw a golden opportunity in Nike's offer to create a new line of shoes called "Air Jordans." and urged him to give Nike a chance. Really Not That Interested.. At that time, there was not a tremendous impact from a shoe endorsement, and few companies were willing to risk so much of their marketing budget to bet on one athlete to promote their products. An athlete as paid for wearing the products but little else resulted from an endorsement. It's possible that Jordan's reluctant attitude stemmed from this fact as much as his allegiance to Converse and Adidas products. Nike saw something special...
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...Cathy Buckland Nike MKTG305-1202A-05 Marketing Management Project Type: Unit 4 Individual Project April 15, 2012 Abstract To get the word out many companies have turned to television and actors and actress for advertising. Nike has made its way through many changes and it has been able to focus on its marketing mix through television ads as well as using billboards, and magazines. Nike Introduction Targeting the market is what every company faces in order to increase sales and in order to keep their company in business. Nike has proven to be able corner and stay one step ahead of the market even in a trying economy it uses athletes, actors and actresses to keep its company going. The brand in today’s market Nike currently has a 47% control of the market with its athletic shoes with sales in the U.S. at 3.7 billion dollars. Nike also targets the market in well over 100 countries which include Europe, and Asia Pacific. Since Nike is such a large producer of many different products its targeting market varies. Nike athletic shoes have been very popular with both the younger crowd as well as adults. Its products are designed with quality this along with the ability to use marketing strategies has continued to keep this company at the top of the list. Nike has used athletes such as Michael Jordan, and Lebron James to promote their products. The strategy allows for the consumers to wear products that they believe in because of the superstar wearing them...
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...comparing the strategies of two companies from the same industry. The strategies of Nike and Adidas have been compared from the textile industry. Nike and Adidas both specialize in footwear, apparel and accessories and their competition is intense as Nike is the market leader and Adidas is the market challenger. The topics in this assignment cover critical incidents of both Nike and Adidas that occurred in the past and the comparison between both their strategies as well their future plans. This assignment shows us the influence the strategy has on the success or failure of companies and how companies craft sustainable strategies that help them to retain their position in the market. Table of Contents Page 1.0 Introduction 1 2.0 Literature review 1 3.0 Backgrounds of Nike and Adidas 2 3.1 Company overview of Nike 2 3.2 Company overview of Adidas 2 4.0 Critical Incidents that occurred in the past 3 4.1 Critical incidents that affected Nike 3 4.2 Critical incidents that affected Adidas 5 5.0 Comparison of the strategies of the companies 8 5.1 Strategies of Nike 8 5.2 Strategies of Adidas 9 5.3 Comparison of the strategies of Nike and Adidas 11 6.0 Future plans of Nike and Adidas 13 7.0 Conclusion 14 8...
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...Nike Outline I. INTRODUCTION Paragraph No. A. Nike Described + Thesis: Many people can prove that Nike is a company 1 that continues to push the boundaries of design and performance, promoting freedom and choice, but these same people leave out the obvious facts that show how this company exploits third world countries by using cheap labor. II. History of Nike Inc. A. Founders B. Co-founding business 2 C. Business Success 3 III. Anti-Nike A. Cheap labor 4 B. Definition of sweatshops 5 C. Locations of sweatshops 6 D. Working conditions 7-8 IV. Nike Defended A. Ruined reputation 9-11 B. Target of organizational protests 12-13 C. Significant progress 14 V. Conclusion 15 1 We all know the slogan, "Just Do It," that Nike developed to sell its products. But just do what? Nike is a company-- young and yet mature--developed and respected by popular athletes both past and present, whose icon remains a "swoosh" printed both large and small on many different forms of apparel. The "swoosh" constitutes a dream of being the best because it is associated with the best. Steve Prefontaine, Michael Jordan, and Tiger Woods are all icons that helped Nike promote its excellence by all three being exceedingly successful in their respective sports ("Our History" ½). Many people can prove that Nike is a company that continues to push the boundaries of design and performance, promoting freedom and choice, but these same people...
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...company name, Nike. We do not have to see the company name to realize the effect Nike marketing strategy has had to make its logo a familiar reflection of a recognized brand name on shoe racks and in households all around the world. Nike is widely known for their superior innovations in running shoes and has given athletes competitive advantages in their area of competition and in their fashionable appearance. With its sleek, game-changer designs, and head turning appeal, the new Nike Air Max+ 2012 is the highly anticipated running shoes soon to hit the pavement at a store near you, priced at $170. In Team A’s paper, we will discuss the history of Nike, the latest running shoes to hit the market for 2012, why marketing is important, the SWOTT analysis, and their market strategy. Nike, Inc. History Established in January 1964 by a college track athlete and his coach, Blue Ribbon Sports was formed and operated as a distributor of a Japanese shoemaker. As a startup company, Blue Ribbon Sports operated as a distributor and begun selling track shoe out of one of the founder’s automobile. Later in 1972, Blue Ribbon Sports changed the company name to Nike and in 1980, went public under the Nike name; this is according to Nike, Inc. May 2011 Security and Exchange Commission filing (Security and Exchange Commission, 2011). Nike’s principle business is design, development, and worldwide marketing and selling of sports footwear, apparel, equipment, and accessory products. Nike currently...
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...I Corporation Background and History Nike was founded on January 25, 1964 (O'Reilly, 2014) as Blue Ribbon sports by Bill Bowerman and Phil Knight. The company officially became NIKE on May 30, 1971. The name Nike comes from the Greek Goddess of Victory. Nike Currently has a net worth of 86 billion dollars. (Forbes, 2015) Currently Nikes trades were sharing at 124 dollars each on the stock market. II. Description of CSR Issue Nike has contracts with about 700 sweat shops throughout the world. (Nike, INC., 2007-2009) In 58% of Indonesian sweatshops their worker are between the ages of 20 and 24. 83% of these employees are females. (Nike, INC., 2007-2009) III. Organizational Stakeholder Impact A. Help prioritize key issues and develop procedures (Nike, INC, n.d.) B. Must engage to avoid issues again from the 90’s (Nike, INC, n.d.) IV. Societal Stakeholder Impact A. Reviews report for transparency (Nike, INC, n.d.) B. Had most recent report re worked to seek more candidly about lessons learned from both successes and failures (Nike, INC, n.d.) V. Current Status of Corporation Nike pays 25 million annually to implements and follow Corporate Social Responsibility. (Arias, 2010) However, Nike refused to pay 2.2 million dollars to Honduran workers in severance (Arias, 2010) when two subcontractors closed down their facilities. Years later they agreed to pay 1.54 Million dollars to help these workers. VI. Strategic CSR Nike agrees that innovation through the...
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...many times does the Nike symbol. Nike Comp was created by Phil Knight and Bill Bowerman in 1964 (Nike Inc., 2011). Nike is a company that produces footwear, equipment and accessories for sport and athletics market, with the mission to provide inspiration and innovation to every athlete in the world. Throughout his career, Nike has successfully developed a philosophy accepted in the lives of many people finding the motivation and support to develop and to achieve success. This company is known for being a global company with a presence in many countries; its production in footwear is manufactured mainly in development countries like China, Taiwan, Korea, Mexico, Italy and the United States. Nike is now accused of labor exploitation and child in underdeveloped countries where it has subcontracted factories for the production of their products, and this precipitated avalanches of moral reprobation against Nike. Nike could counter this by hiring specialized staff and visiting different companies, which found that the employer's conduct that Nike spread very few managers knew, and culturally and linguistically these workers were alienated. Nike broke so many contracts with factories that violated the principles and code of Nike. This is a living example of the stratification negative as these workers were treated unequally because they need the money. The brand that started with sneakers has come basketball, tennis, baseball and many more sports. Nike has been so successful...
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