Nike Case Study

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In 1964, college track athlete Phil Knight and his coach Bill Bowerman started Blue Ribbon Sports, a distribution company for what are known today as Asics shoes. In 1971, Blue Ribbon Sports began designing and selling their own shoes and changed their name to Nike. Nike is no stranger to bad press and highlighted in a 2014 Business Insider article written by Lara O'Reilly, she mentions a few of the bold moves they made over the years that have garnered attention, starting with the change of their name. Another controversial move they made was with their slogan, “Just Do It”, which was admittedly inspired by the last words of a serial killer right before his execution. Furthermore, they also endorsed their first professional athlete who was nicknamed the “Bucharest Buffoon” because of his scandalous reputation. Phil Knight has been quoted as saying, “It doesn't matter how many people you offend, as long as you're getting your message to your consumers...” In this submission, I will explain how Nike came to its sweatshop scandal situation through its expansion strategy, the positive and negative impacts of this strategy, how Nike responded to this situation, how the company could have responded differently, and what would the consequences have been as a result.

1991, eleven years after the company went public on the stock market exchange, it reported $3 Billion in revenue, that same year, a report came out reporting poor working conditions and low wages in the

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