Nike Research Paper

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A Report on the Product/Services/Promotional Strategies Offered by Nike

Nike is a worldwide manufacturer of apparel and accessories that is listed on the New York Stock Exchange under the symbol, NKE. Founded in 1964 by Phil Knight and Bill Bowerman as Blue Ribbon Sports only to later become Nike in 1978, Nike is currently headquartered in Beaverton, Oregon. With total revenues exceeding $19Bn, Nike is currently the world leader in sports apparel and accessories and has a strong presence in almost every part of the globe.

Initially founded as a running shoe company, geared specifically for runners, Nike grew and expanded to the point that they offer both footwear, clothing, and related accessories for every sport on the planet. The different types of specialized products to suit this purpose is mind-boggling and their desire to stay on the cutting edge of both fashion and design/functionality is admirable. For example, Nike has helped not only create and pioneer state-of-the-art footwear in sport of football, they also have helped create a variety of accessories to help the football athlete achieve the highest success. Things like padded undergarments, uniforms, chinstraps, and gloves...just to name a few. And this pursuit isnt limited to major sports like football and basketball. Nike has more eclectic product lines, such as their own balls and bags in golf. Or an line of pads and headwear for cricket. The list is truly endless.

The symbol and trademark of Nike is their unmistakeable swoosh. While the namesake was taken from the Greek Goddess of victory, the symbol has become ubiquitous with both achievement and a lifestyle. While fashion and functionality is important, the actual belief that Nike products can help in attainment of victory is even more important in that respect. And it is this emotion of “faith” that is core to both their branding and marketing philosophies.

Visiting the website, Nike.com, it is apparent that given their varied...
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