Nike Case Study

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While there are some companies such as Blackberry, that have struggled to keep up with the growing technology changes and advances, there are also companies like Nike, which has continually innovated and increased marketing to survive over time. Nike is an excellent corporation to study which has had continuous success over a lengthy period of time. Nike has outlasted rivals and maintained its position as the top athletic wear producer in the world.

Nike was founded in 1964 by Bill Bowerman and Phil Knight. ("Nike, inc. history," ) Bill Bowerman was a track coach at the University of Oregon and Phil Knight was a student and part of the track team at the University of Oregon. ("Nike, inc. history," ) For years, Bill Bowerman was always looking for ways to give his runners a competitive advantage, whether it be by energy drinks or providing his runners with shoes. He even came up with his own designs for shoes. Phil Knight was a finance major. ("Nike, inc. history," ) Upon completing his degree at Stanford University, Phil Knight sought out companies in Asia to produce running shoes that could compete with the German made running shoes in the United States. ("Nike, inc. history," ) Most companies did not want to hear his idea. Phil Knight’s big break came when the Onitsuka Company offered to make Knight a distributor of their Tiger shoe. Phil Knight accepted their offer and soon contacted his old coach Bill Bowerman, to have the Oregon runners try out the shoes. Bowerman not only accepted Phil Knights offer but he in turn suggested the go into business together. In 1964, Blue Ribbon Sports was formed.

Nike’s mission statement is the following: “to bring inspiration and innovation to every athlete in the world”. ("Nike, inc. history," ) From the very start Bowerman and Knight sought out different ways to provide the most comfort and give the ultimate competitive advantage for the runners wearing their shoes. Knight constantly dissected the Tiger...
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