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Nike, Inc.
is a major publicly traded sportswear and equipment supplier based in theUnited States. The company is headquartered in the Portland metropolitan area of Oregon, near Beaverton. It is the world's leading supplier of athletic shoes andapparel and a major manufacturer of sports equipment with revenue in excess of $16billion USD in 2007. As of 2008, it employed over 30,000 people world-wide. Nikeand Precision Cast parts are the only Fortune 500 companies headquartered in thestate of Oregon.The company was founded in 1962 as Blue Ribbon Sports by Bill Bower man andPhilip Knight, and officially became Nike, Inc. in 1978. The company takes its namefrom Nike, the Greek goddess of victory. Nike markets its products under its ownbrand as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding, TeamStarter, and subsidiaries including Cole Han, Hurley International, Umbra andConverse. Nike also owned Bauer Hockey (later renamed Nike Bauer) between1995 and 2008. In addition to manufacturing sportswear and equipment, thecompany operates retail stores under the name Nike town. Nike sponsors many highprofile athletes and sports teams around the world, with the highly recognizedtrademarks of "Just do it" and the Swoosh logo.  


Negative image portrayed by poor working conditions in its overseas factories. 
E-commerce is limited to USA.

The direct sale to consumers is creating conflicts with its own resellers. 
Currently available supply chain, manufacturing, and fulfillment technologiesaren't known for its research easily integrated with online build-to-order systems and development leading to innovative designs. 

The e-commerce is limited to USA, however, has planned to expand toCanada and international in the near future. 
Online customer service not "helpful" or easy to find.

The focus was on the performance of joggers but not on the style. 
Limited market segmentation
The problem...

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