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Nike Case Analysis Prepared for Consumer Behavior Introduction Nike is the largest seller of athletic footwear and athletic apparel in the world with subsidiaries in over 200 countries across the world. It is a company that was founded by Phil Knight in the 1960’s, who was a talented middle-distance runner from Portland. He approached the Onitsuka Co. in Kobe, Japan, and persuaded the manufacturer of Tiger shoes to make Knight a distributor of Tiger running shoes in the United States. He partnered up with Bill Bowerman , a nationally respected track and field coach at the University of Oregon who had been researching ways to give his athletes a competitive…show more content…
Nike has stores in 180 countries and has revenues of $19.2 billion. On the upside, people appreciate having choices. For example I have wide feet, and usually choose a manufacturer that offers extra wide footwear. Companies like Nike have seen a market in specialty footwear. Nike’s advertising strategy is to contract professional athletes to use and pitch Nike products. In fact they spend over $100 million per year doing this. Nike has contracted Andre Agassi, Alex Rodriguez, Carl Lewis, Michael Johnson, Bo Jackson and Tiger Woods to name just a few. Bo knows, is one example of the many slogans the company has used to stick in the mind of people, I think these techniques are very powerful in affecting cognition in consumers mind’s. Recently Nike has eliminated the swoosh logo from their advertising and replaced it with the word nike in lower case lettering. I believe this is part of their effort to reinvent themselves and change their image as an environmentally conscious company as well as a new look to celebrate their years of success in the company and their products. This change in logo is not Nike’s first attempt to present a new look and is another example of the companies effort to keep up with the latest trends and styles sought after by an eager market of buyers. In the creation of the ACG or all conditions gear, Nike trying to reach out to the younger snowboard and skateboarding “generation X” was a brilliant idea. This style of

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