Nike's Advertising Strategy Of Nike Inc.

NIKE, Inc., is a company that was founded in by William Jay Bowerman and Philip H. Knight in 1964, and was originally called Blue Ribbon Sports, Inc. It’s name was changed to Nike, Inc. in 1971. It’s base of operation is located in Beaverton, Oregon. NIKE, Inc., is the world’s leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities worldwide. Entirely owned Nike subsidiaries include Converse Inc., a brand that develops, advertises, and sells athletic apparel and accessories; and also Hurley International LLC, which designs, markets and sells surf and youth lifestyle clothing and many different accessories. Its athletic footwear products are designed primarily for specific athletic use, although a large percentage of the products are worn for casual or leisure purposes. Nike offers products in many different categories such as men’s/women’s training, running, basketball, golf, and more. The company also sells products designed for children and youth athletic activities such as baseball, cricket, lacrosse, outdoor activities, football, tennis, volleyball, walking, and wrestling. Also, Nike sells sports apparel and accessories; and markets apparel with licensed college and professional team and league logos. Further, it sells a line of performance equipment and accessories, including sports bags, balls, eyewear, digital devices, bats, gloves, protective equipment, golf

Nike, Inc or Nike is a very popular and successful business that originated in the early 70s. This business firstly began, known as Blue Ribbon Sports in 1964, however, 7 years later saw them changing their name into what we know them today as; Nike Inc.

Nike is a company that has thoroughly embedded itself into the psyche of people around the world. It's a company that started with humble origins from selling footwear in the basement to becoming the behemoth in the athletic industry. Bill Bowerman, University of Oregon track & field coach, and Phil Knight, middle-distance runner under Bowerman co-founded Nike. Nike was first established as Blue Ribbon Sports in 1964 as a partnership and the name Nike was officially adopted on May 30, 1978. The infamous Nike Logo - Swoosh, was created for a fee of $35 by Carolyn Davidson, a graphics design student. In 1980, Nike becomes a publicly traded company with the completion of its Initial Public Offering of 2,377,000 shares

Nike was established in 1972 by Bill Bowerman and Phil Knight. These two men were visionaries. The goal for Nike was to carry on Bowerman’s legacy of innovative thinking by helping every athlete reach their goal or by creating lucrative business opportunities that would set the company apart from any competition. This included providing quality work environments for all who were employed by Nike.

“On January 25, 1964 Nike, formerly known as Blue Ribbon Sports was founded by Bill Bowerman and Phillip Knight. It officially became Nike Incorporated on May 30, 1978”(Nike Business). During the late 70s to early 80s Nike’s initial focus was Track and Field but later expanded into various sports such as : soccer, golf, hockey and basketball just to name a few.” In 1980, Nike entered the decade on the success of its Nike Air technology, and at the end of that year Nike completed its initial public offering (IPO) and became a publicly traded company on the New York Stock Exchange. The reason for going public was typically viewed as a means of raising addition capital without having to borrow, and also increase the company’s profile by

However for people in the 30 to 50 years old group, they don’t worship celebrities too much. The advertising can be focused on Nike’s brand identity and long history as well as great achievement, showing Nike’s brand personality of bravery and venturing spirit. For example: in the golf sector, Nike would sell not shoes but the athletic ideals of determination, individuality, self-sacrifice and winning.

Since its creation, Nike has proven itself as a popular brand and it has created niches by selling products such as footwear, apparels and various types of sports equipment. This paper will attempt to trace the product development of Nike shoes from its origins in conception and design to the manufacturing and production process located in contract factories in developing countries to advertising and marketing of Nike as a cultural commodity and finally, the retailing of the footwear around the world.

Brands use different strategies to create competitive advantages to beat with their rivals. Some companies use “Overall Cost Leadership” to increase profit by reducing costs and increase market share by lowering price. Some companies use “Focus Strategies” to select a group of market and tailor its strategy to serve that group. The others use “Product Differentiation” as a strategy to obtain a premium price by making unique products. Nike, with its differentiation strategy, the company is continuing to separate its self from the competitors by using its superior technology and innovation. This paper mainly discusses on the company’s product differentiation and analysis how the company using this strategy to build its brand image and become a market leader in sportswear industry. A brief discuss about Nike competitive advantage which related to its broad differentiation aspect and the company product life cycle are also presented on this paper.

Nike is one of the most lucrative and popular sports brands in the entire world. It was founded as “Blue Ribbon Sports” on January 25th, 1964 (Roach, 2015). The founders, Phil Knight and Bill Bowerman, started the company with only $1,200. Seven years later, in 1971, the company officially became Nike, Inc. (Roach, 2015). The company name “Nike” was established by Jeff Johnson and came from the name of the Greek goddess of victory (Roach, 2015). Nike’s famous swoosh logo was also created in 1971 by a lady named Carolyn Davidson who was a graphics design student at Portland State University (Roach, 2015). She was originally paid $35 for the creation of the logo (Roach, 2015). She was later celebrated by the company and was given approximately one million dollars of stock in Nike (Roach, 2015). Illie Nastaese was the first athlete to sign an endorsement contract with the company in 1972 (Roach, 2015). As Nike has progressed in both profit margins and popularity, they have been able to sign some of the top athletes in the world. These endorsement deals include such athletes as Michael Jordan, Tiger Woods, Lebron James, Derek Jeter, and many others (Roach, 2015). Nike has also been able to land apparel contracts with the National Football League, National Basketball League, and other sports teams around the world (Roach, 2015). Over the years Nike has built their brand from the bottom all the way up to a global empire that is recognized by people in every country.

Nike was started in 1964 as a sportswear company dealing with shoes but later diversified to start the production of other sports wares such as clothes and balls and other sporting equipment. Nike has since become a household name and is present in all continents.

Nike Inc. was founded by track athlete Phil Knight and his coach Bill Bowerman in January 1964. The company use to be called Blue Ribbon Sports. In 1971 they changed the name to Nike after their partnership with a Japanese company ended. Now Nike Inc. controls more than half of athletic shoe market in the United States. In addition, they sell their products in more than 180 countries around the world.

Nike, the world’s leading supplier of athletic shoes and apparel, was the birth-child of University of Oregon coach Bill Bowerman and runner Phil Knight. Founded in January 25, 1964 the company was originally named Blue Ribbon Sports and was a distributor for Japanese shoemaker Onitsuka Tiger. The company truly came from humble beginnings as Knight sold their products from his car during track meets.

Routine Problem Solving Nike's prominent and continuous advertising campaigns ensure that consumers in the youth market are aware of the brand, as greater awareness inevitably leads to greater sales. Once these sales are secures by consumers in the youth market their interest is maintained by further advertising, which leads to repeat purchase. 4.5 Variety

Nike have many ways of conducting their market research. When conducting this research, Nike focus predominantly on three topics, Targeting, Positioning and Branding. To improve these parts of the company they focus heavily on advertising and how they appear to the public, doing so by creating TV commercials, posters etc. which include famous sports stars in Nike clothing, shoes and equipment. They conduct research by working alongside other companies and seeing what they do to get ideas, for example Nike worked with Hilton Hotels for a session; Hilton’s target market were professional business individuals and the slightly older generation for luxury weekend getaways. On the business individual side, they had images of smart looking businessmen in suits and an image of a boy showing his muscles implicating strength and the strength and success that these business people feel inside. In the centre, they had an image of a map showing that there is a wide variety of Hotels all over the country, whether for weekend getaways or business individuals. On the right-hand side, they had images of good quality wine and food implicating an extremely high standard and quality of food.

As per Nike organization legend, a standout amongst the most well known and effectively perceived trademarks in promoting history was authored at a 1988 gathering of Nike 's commercial office Wieden and Kennedy and a gathering of Nike workers. Dan Weiden, talking fondly of Nike 's can-do state of mind, allegedly said, "You Nike fellows, you take care of business." The rest, as is commonly said, may be (promoting) history.