Nike

Nike, Inc. is an American multinational corporation that is engaged in the design, development and worldwide marketing and selling of footwear, apparel, equipment, accessories and services. The company is headquartered near Beaverton, Oregon, in the Portland metropolitan area. It is the world 's leading supplier of athletic shoes and apparel and a major manufacturer of sports equipment, with revenue in excess of US$24.1 billion in its fiscal year 2012 (ending May 31, 2012). As of 2012, it employed more than 44,000 people worldwide. The brand alone is valued at $10.7 Billion making it the most valuable brand among sports businesses. Nike and Precision Castparts are the only Fortune

Another traditional marketing tactic has been to utilize super star basketball players such as Michael Jordan to advertise their products, namely shoes. When the only option was print or television, Nike used star athletes to showcase their products and influence the decision of shoe buyers. Couple the desire to play like Michael Jordan, with slogans that make the average feel invincible and you create brand magic.

Threat of substitute product is any company can make an athletic shoe. Puma, Adidas, and Reebok all produce athletic shoes and apparel. These companies are Nike’s top competitors. They try to develop alternative brands to eliminate Nike from the market. Nikes utilizes trademarks on nearly all of their products and believe having distinctive marks that are readily identifiable is an important factor in creating a market for their goods. Nike identifies their brands and the company distinguishes their goods from the goods of others. Nike considers NIKE® and Swoosh Design® trademarks to be among their most valuable

Everyday, billions of people look down at their feet and squeeze them into a pair of shoes. For probably most of those people in America, when they look down at their feet, they see a shoe with a swoosh on it. This swoosh belongs to no other than one of the most popular sneaker companies, Nike. I decided to look further into this popular shoe company's success. It turns out Nike isn't even one of the oldest shoe companies, but it is less than 60 years old. Nike had to figure out how to become better than just an ordinary sneaker company.

Their research and development division spreads across every other division in the entire company. Their global expansion adds to their inspiration and creativity and they are showing no signs of slowing down. Nike has become a global household brand and they have dominated their market. Famous athletes and designers strive to work with Nike to create new lines which only helps Nike’s reputation as the best brand for serious athletes. They not only keep track of style trends but also fitness trends as well to keep up with the changing times.

Nike a global fashion and sport icon to the world is branded as one of if not the best athletic company in the world. Nike produces athletic gear for every sport imaginable. They are known as well for there one of a kind products but as well as the brand that the best athletics wear and advertise for. The founders of Nike Phil Knight and Bill Bowerman meet when Bill Bowerman was the training coach for Phil Knight when he ran track for Oregon. It was there at the University of Oregon where Bill Bowerman always looked for ways to amplify the track shoe to enhance a student’s performance but was unsuccessful. Phil Knight who later went to study at Stanford followed the same mindset of creating a shoe himself. Knight alternated his decision

Nike, Inc. is a world’s leading supplier and a major manufacturer of athletic shoes and sports apparel. It was founded on January 25th, 1964 as Blue Ribbon Sports by Philip Knight and Bill Bowerman. It officially became Nike, Inc. in 1978. Currently their brands include Nike Golf, Nike Pro, Nike+, Air Jordan and Nike Skateboarding, while their subsidiaries are Cole Haan, Hurley International, Umbro and Converse. During this stage, the Nike brand has become so strong as to place it in the list of recession-proof consumer branded giants, in the company of Coca-Cola, Gillette and Proctor & Gamble.

There is strong competition from Adidas, Under Armour, Reebok, and Puma with all companies vying for market share. There is a high dependence on the footwear part of the business along with the threat of counterfeit products. There is always the possibility of consumers no longer paying the high premium prices that Nike charges for their products. Finally there are image issues and issues concerning the high costs of advertising that need to be resolved.

Nike’s main strategy revolves around product branding. Their brand compromises of a swoosh logo which is accompanied by a message of “just do it”. The logo was imprinted on all of their products with the message developed to express the individuality of their target group. The branding was further promoted by Nike’s relentless approach on the quality of their product as demonstrated when considering overseas business opportunities, quality must not be compromised in order to do so. This ensures consumer satisfaction and loyalty towards Nike.

Philip Knight is the chairman, CEO, and co-founder of Nike and he currently owns more than 90% of the firm. The company is internationally known for its trademark "swoosh" and its leadership in the athletic apparel industry. Philip H. Knight 's involvement with a sporting goods company is not accidental. He has always loved running, was a miler in college and has participated in marathons since. Knight received a BBA in Accounting at the University of Oregon in 1959, and was an MBA student at Stanford University. The revolution of the sports clothing industry began in 1964, when Knight and his partner, coach Bob Bowerman, began to import Japanese shoes and sell them to local track runners, under the company name Blue Ribbon Sports.

which was named after the greek goddess of victory, went public with a fresh and recognisable logo, a curved checkmark called “The Swoosh” (Encyclopedia Britannica, 2018). The brand mark was intended to convey motion while still maintaining a classic and simplistic aesthetic, when it was created in 1971 by Portland State University graphic design student, Carolyn Davidson, and till this day it can be recognised by people worldwide (Tailor Brands, 2018). “JUST DO IT” is the brand’s slogan , carefully constructed by Nike’s agency Wieden+Kennedy. It is another successful brand element that assists in motivating consumers to not only accept the brand as an apparel company but also as a lifestyle (Klimovski et al., 2018). Currently the brand boasts more than one thousand, one hundred and seventy two distributors in more than one hundred and seventy countries (Statista, 2018) (Encyclopedia Britannica, 2018).

The use of iconic figures in any commercial has proven to be beneficial. Over 20 professional athletes from various sports are utilized to model Nike’s new apparel. These diverse athletes are able to capture the attention of a large population. A good call by Nike as viewers are more apt to purchase the product if they see their favourite sport icons in

Nike now has a direct hand in how a product is marketed and displayed. Image is extremely important to Nike and by producing a wholesome image throughout the world, it believe sales will increase.

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.

Meaningfulness as a brand the meaning of Nike is the “greek goddess of victory”. Likability of the brand the symbol of the brand reminds the minds the sign of ok in addition it is associated with victory and winning. These all have a positive effect on peoples minds. Adaptability is how the brand responds to change nike has changed its logo many times in years which shows how Nike uses adaptability for brand equity. Transferability is the capability of the brand to add new products nike always adds to their portfolio of products they also change their logo according to gender ,product etc. Protectability is the last of these elements which is about protection and legal registration nike has protected their brand elements with the swoosh appearing alongside the trademark “just do it” since