Analysis of Nike Inc.

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The Bucharest Academy of Economic Studies Master in International Project Management [pic] Corporate Strategy: Analysis of Nike, Inc. Students: Bodea Irina Paula Miu Alina Petrisoaia Dan Popa Andrei Ticmeanu Andrada 2012 The brand name “Nike” is one of the most recognized around the globe. The name is synonymous with high-quality athletic shoes, apparel, and accessories in the minds of many people worldwide. Perhaps it is the compelling marketing that commands attention. Or maybe it is the association between the brand name and its famous endorsers, such as Tiger Woods and…show more content…
He also wrote a book entitled “Jogging” in which he explained how to run for fun and fitness. During Bowerman’s tenure at the University of Oregon, he had coached a young middle distance runner named Phil Knight. Knight wrote a research paper arguing that cheaper, high-performance Japanese shoes could overthrow German dominance of the U.S. athletic shoe industry. On a trip to Japan, Knight contracted with the Onitsuka Tiger Company to sell its quality athletic shoes in the U.S. He made up the name Blue Ribbon Sports (BRS) in 1962 and formed a partnership with Bowerman in 1964, each partner investing $500 in the business (Nike Timeline, 2006). Bowerman designed most of the prototypes and made suggestions for improvement to the Tiger Company, while Knight distributed the shoes from his father’s basement and out of the back of his car at track meets. In 1965, Jeff Johnson, Knight’s former track competitor at Stanford University, became the first full-time employee of BRS. Under his guidance, BRS opened its first retail outlet in Santa Monica, California, in 1966 (Nike Timeline, 2006). In the following year, the company was incorporated. In 1971, Carolyn Davidson, a graphic design student that Knight met at Portland State University, designed the swoosh for $35. Later that year, Jeff Johnson devised the name Nike, after the Greek goddess of triumph and victory.

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