Nike 's Impact On Sports

There are hundreds of name brands that millions around the world use to represent who they are as a person and their personality. Typically name brands have celebrities, athletes, and models broadcast the clothes by wearing them and making commercials so the people behind the screens can look exactly like the people wearing them first. There are companies like Nike that are known to mainly be a sports name-brand company and is loved and worn by millions. Unfortunately, many do not know what exactly happens behind the scenes where the clothes, shoes, and accessories are being made.

Footwear and apparel have eight categories: running, basketball, soccer, women’s training, men’s training, action sports, sportswear and golf. Equipment refers to bags, socks, sport balls, eyewear, digital devices, etc. The global brands that Nike owns are Jordan Brand, Hurley Brand and Converse Brand, they are very well established. This broad range of products and product types is one of the reasons that Nike has maintained its high position in the market, in that it appeals and has appealed to a larger and more varied selection of customers. Adidas currently has three brands under the Adidas group: Adidas, Reebok and Taylormade; the different brands address the different types of consumers. Both Adidas and Reebok brands have a strong market share. However, Taylormade has a low market share, and therefore is not benefiting Adidas to the full of its potential, especially when compared to Nike’s Converse brand which by itself owns 2% of the brand share of dollars (Figure 1). Under Armour also has a broad range of product differentiation which is broken into four major segments: apparel, footwear, accessories and connected fitness. Despite their broad differentiation, Under Armour does not currently own any brands. Overall, Nike has a broader and more established range and brands that help Nike stay ahead of its

Nike was formed in 1962 as Blue Ribbon Sports by Phil Knight and Bill Bowerman where the goal was to manufacture high quality running shoes. By 1979, the company had garnered approximately 50% of the United States running shoe market. By 1987, the company had moved into other athletic segments such as Basketball and general purpose exercise. Nike operates globally and claims a great deal of media attention as they sponsor big league sports celebrities and other media stars (Kell, 2016). Recently, you can see the majority of athletes at the 2016 Olympics in Rio de Janeiro wearing Nike shoes. This demonstrates the power of their brand.

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.

The Nike Corporation originated from two sources, "Bill Bowerman's quest for lighter, more durable racing shoes for his Oregon runners, and Phil Knight's search for a way to make a living without having to give up his love of athletics" (Hincker 1). Their ideas and actions within Nike have radically changed the way sports, business, and popular cultures interact. This influence is seen best through the history of Nike's formation in its beginning years.

Nike Inc. has been the powerhouse of the sporting goods and apparel industry for years. Headquartering its powerful brand from Beaverton, Oregon, the company was founded on September 8, 1969 by Phil Knight, with a mission that emphasizes “design, development, marketing and selling of athletic footwear, apparel, equipment, accessories and services.” The rapid growth of the brand has led to heightened sales and endorsements in the United States, as well as incredible market performance in Europe and Asia (Morningstar). To maintain a competitive advantage in a clustered market, Nike has expanded its business across several sectors of the sports world, including Running, Training, Golf, the Jordan Brand, Elite, and many more. The company focuses on innovative products that are of high quality and appeal to the eye. For example, Nike released a preview of its high-tech, self-tying shoe from the famous “Back to the Future” films; the Nike Mags.

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

Reebok is an American-inspired fitness brand that relishes global success. The innovation strategy within the company 's roots is to create clothing and accessories allowing the athlete to train at their maximum potential. By using the technologies available as well as innovating to create new sport apparel, reebok can provide a material benefit to consumer’s fitness activities. The direct mission of the Reebok company is to “Challenge and lead the fitness world through creativity.” The content displayed within the website of the Reebok company properly aligns with the mission of the company, although, the mission is very mundane. The company’s brand attitude as well as the company’s strategy are each alluring; A weakness found within the mission statement. The company would be beneficial in establishing a target audience. Perhaps, the audience could be casual trainers, runners, basketball players, or fitness junkies. By establishing a target audience, reebok would at least be able to make a large impact in that business industry, rather than trying to have success in all athletics simultaneously.

Reebok International Ltd. is a distributor of sports, fitness, and lifestyle products, and its main products are athlete shoes. Reebok footwear and apparel have been an international brand since 1984. In 2003, its worldwide sales were about $3.5 billion.　It is a number two brand in the athletic shoe market in U.S., however, the industry in growth rate is decreasing (Zerio 2005). In this paper, I would like to present the best way for Reebok to market their products in such industry situation.

Nike works with a range of organizations globally to give more young athletes a chance to get

This case study is about Under Armour, a company that deals with the manufacture and sales of all forms of sportswear and accessories. The company has had great sales in most of its products like moisture-wicking shirts and athletics shoes. Despite this, the company still holds only 5% of the market shares, trailing behind Nike, Adidas and Asics. Moreover, the company posses low financial strength such that it cannot launch multiple products in multiple categories at the same time like its competitors.

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 is a company founded by a shoemaker J.W. Foster in 1895 in Lancashire, England. In 1980s and 1990s, Reebok grew to be a world’s largest sports goods and apparels manufacturer. Reebok enjoyed a good brand image as a market leader until Nike and Adidas captured the major market share.

Reebok Company is a popular shoe and apparel company that has been in existence for a long period. The company’s main business focus is on sports, fitness and casual footwear, apparel and equipment. The main product lines include the apparel and footwear products for baseball, football, track and field among others. The diverse group of customers that the company serves has been an advantage to the company allowing the company to make big sales annually. In addition, it has made the company boost its popularity as a unique market player with quality shoe and apparel products. As at now, Reebok Company enjoys the popularity as one of the best shoe and apparel companies in the world. This achievement has been because of the commitment of company to maintain and build on the quality of its brand across its markets.