Nike : An American Inspired Fitness Brand That Relishes Global Success

NIKE Inc. has been the worldwide leader of athletic shoe sales for many years now. The company’s successful brand image combined competition and enablement for the competitive, athletic user. Nike has to modify their brand to a focus of excitement and freedom and not just competitiveness. By collecting and studying an assortment of material we could be able to understand where NIKE is currently placed in the athletic shoe industry compared to their competition, and how they will be able to adjust their brand focus so it can be more effective in the future. These adjustments can help NIKE reach the more casual group of urban runners and ultimately increase the sales forecasts, while still controlling a percentage of the market for athletic shoes.

The sportswear industry is dominated by Nike and Adidas, which together hold around eighty three percent of the industry’s market share in revenue (Biddnessetc). Since both have such a high demand of customers they have created multiple distribution centers in the United States and in other countries. To stay ahead of the other industries both companies concentrate on promoting and creating new and innovative products.

The aim of this paper is to use the “Nike - The art of selling air.” case study and concepts from strategic marketing theory to identify marketing challenges and how those challenges could be best addressed using marketing principles. The paper will:

The reason I say reebok is in a unified position is because reebok is a company which focuses on fashion and sports. Unlike many other business entities the face evolution on a much faster pace and higher level. Literally something as simple as a professional athlete switching teams can impact reebok 's bottom line. Reebok faces this both as a business and a sports business entity sometime separately sometime simultaneously. Reebok just as any other business has to face things like competition, culture, demographics, technology, vision, marketing goals, objectives, and strategy but they have to do it twice as both as a business and a sports business entity. Their goal was to basically ensure they were using their tools in the best possible ways to stay ahead of the competition.

As the world’s leading athletic footwear, apparel and equipment company, NIKE, Inc. is dedicated to inspiring every athlete to reach their full potential. Nike was previously known as Blue Ribbon Sports (RBS) founded in 1964 by Phil Knight and Bill Bowerman. Phil Knight was a middle distance runner from Portland who trained under track at the University of Oregon and field coach Bill Bowerman. It initially operated as a distributor for the Japanese shoe maker Onitsuka Tiger (now known as Asics). It officially became Nike Inc. in 1971 with just $1,200 in the bank. Over the last 10 years, Nike has more than doubled their revenue and also an impressive increasing amounts of employees. To see whether or not Nike is a fortune company to invest in, analyzing financial ratios will help us to make the choice better.

The company I am presenting is Nike which was founded in 1965 by the athlete Phil Knight. Nike is a well known brand which is selling its products worldwide and has 36% of the market share.

using the weights and costs of debt and equity. The formula used is: WACC = wdkd (1-T) + weke.

I chose to buy Nike. NIKE, Inc., together with its subsidiaries, designs, develops, markets, and sells athletic footwear, apparel, equipment, and accessories worldwide. NIKE offers products in nine categories, including running, NIKE basketball, the Jordan brand, football, men’s training, women’s training, action sports, sportswear, and golf. NIKE also sells products for kids, as well as for other athletic and recreational uses, such as tennis, swimming, lacrosse, cricket, wrestling, volleyball, walking, and many outdoor activities. It also sells sports apparel; and apparel with licensed college and professional team and league logos. In addition, the company sells a line of performance equipment, including bags, sport balls, socks, bats, eyewear, timepieces, digital devices golf clubs, gloves, protective equipment, and other equipment under the NIKE brand name for sports activities; various plastic products to other manufacturers; athletic and casual footwear, apparel, and accessories under the Jumpman trademark; action sports and youth lifestyle apparel and accessories under the Hurley trademark; and casual sneakers, apparel, and accessories under the Converse, Chuck Taylor, All Star, One Star, Star Chevron, and Jack Purcell trademarks. Additionally, it licenses agreements that permit unaffiliated parties to manufacture and sell apparel, digital devices, and applications and other equipment for sports activities under NIKE-owned trademarks. NIKE sells its products to

Nike is a company that provides clothing and sports equipment trade large public and is headquartered in the United States. This company faces a number of trends which significant impact its supply chain management.

Nike has been a model company for innovation and growth over the years as a leading manufacturer of athletic footwear, clothing and equipment around the world. Much has been made about how Nike has achieved such success and whether or not this success is sustainable. By analyzing Nike using Porter’s five forces, one can see just how they achieved success according to this model and how they will sustain it when looking towards the future. Nike also has been able to implement unique pricing and advertising strategies to keep them at the forefront of their respective industry, leading the way for competitors and peers to attempt to follow. Porter’s five forces will demonstrate how Nike is set up in the current industry and whether there should be a cause for concern or stability in the company’s future.

Based on the Total Rewards Framework, “A Simplified Model Based On Industry Practice”, Nike and its contract manufactures have a poor total rewards management for compensation, base pay for its contract manufacturers factories’ workers as their wages are below the minimum wages. It is evident on Nike’s internal report, their contract manufacturers exploit their factories workers through long working hours and paying lower than minimum wages(WSWS, 2011). This caused the public to view Nike as a company with poor total rewards management. Furthermore, one of its contract manufacturers at Bangalore, India, did not raise the minimum salary for its workers after a government-mandated increase.(WallStreet, 2014)

Nike began as Phil Knight’s semester-long project to develop a small business, which included a marketing plan. This project was part of Phil Knight’s MBA course at Stanford University in the early 1960s. Phil Knight had been a runner at the University of Oregon in the late 1950s. His idea for his project was to develop high quality running shoes. He thought that high quality/low cost products could be produced in Japan and then shipped to the United States to be sold at a profit. His professor thought that Knight’s idea was interesting, but not much more than a project.

Mythology to society is just ancient past, but essentially it’s not. It’s thriving and very alive. Take a trip to your local mall and check the footwear department of any sporting store and there you’ll find the goddess. The name Nike characterizes the goddess who exemplified victory on the battlefield. In retrospect, if persons were asked the name Nike, Greek mythology is least expected to arise. The name Nike is now renowned as the most iconic brands around the globe. Though, not many people know the story it all began selling shoes from the trunk of a car. The crazy idea that emanated from Phil Knight that grew to become the global phenomenon today. This study will give insight into the creation, growth, and evolution of Nike.

Reebok believes that human rights are most important thing as like as every person needs apparel to wear. For this reason the company is providing the best and modern technology in the form of the footwear and apparel to the customer. The Reebok Charter establishes the mission of the company and clearly states the company 's

Reebok Company serves customers through retail stores. The company has diverse retail stores in the United States, Germany, and other countries in Europe. In addition, customers also have the opportunity