The Travails of Nike

1390 WordsApr 23, 20106 Pages
Week 4 Syndicate Report: The Travails of Nike INTRODUCTION 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. * Marketing Marketing is an important component of Nike’s success. This…show more content…
It expanded its products to selling sports related apparels rather than just sneakers; Nike transformed shoes into status symbols with seasonal model changes to appeal as cool or be in the youth or hip hop culture. They became alert to the changing current market trends today so that new products and new advertising will have more impact in the market by giving consumers what they want, appealing to their psychological and physical needs. 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. In addition, Nike co-founder Knight drew on some Nike veterans, executives who carry the heritage and culture of Nike 's early years. But he also recruited some key players from far outside Nike and its industry. CFO Blair, who came aboard in 1999, was lured from Pepsi, while Mindy F. Grossman was plucked from Polo Ralph Lauren Corp. the next year with the mission
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