The History of Nike

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Marketing 301
Marketing Audit
Prof Sriram
December 4, 2012
Tyeisha Bydume
Jonae Mayfield
Jamillah Quinn

The ambition for a perfect running shoe turned into a billion dollar company. Nike was founded in 1970 is today’s top shoe company. Nike serves people of all ages regardless of gender; they can service all your needs. From shoes, to clothes, to accessories, Nike has been an innovator in the global shoes business. This is why it is the leading brand in the shoe business over Adidas and Reebok. Bill Bowerman, a University of Oregon field coach, and Phil Knight, a middle-distance runner from Portland who attended Oregon in 1955, were the visionaries behind Nike. Bowerman and Knight both had, what they thought, great ideas for running shoes. After failed attempts to bring Bowermans ideas to footwear manufacturers, Bowerman partnered up with Knight to form Blue Ribbon Sports in January of 1964. Phil Knight persuaded the manufacturer of Tiger shoes to make Knight a distributor of Tiger running shoes. Knight sold the shoes out of the trunk of his green Plymouth Valiant, while Bowerman began ripping apart Tiger shoes to see how he could make them lighter and better, and enlisted his University of Oregon runners to wear-test his creations. In essence, the foundation for what would become Nike had been established (Nike). Bowerman and Knight both had full time jobs and needed someone to manage Blue Ribbon Sports. Jeff Johnson, who was a runner himself, became the first full time employee of the sports store and the utility man for the start-up company. He created the first product brochures, print ads and marketing materials, and even shot the photographs for the company’s catalogues. Johnson established a mail-order system, opened the first BRS retail store (located in Santa Monica, Calif.) and managed shipping/receiving. He also designed several early Nike shoes, and even conjured up the name Nike in 1971 (Nike). The name Nike was chosen in reference to the Greek Goddess of victory. Knight and Bowerman were ready to go from distributor to designing and manufacturing their own brand of athletic shoes. “Swoosh”, which was created by a graphic design student, is the brand mark known today. Nike’s line of footwear debut in 1972. With a new logo, a new name and a new design innovation, what BRS now needed was an athlete to endorse and elevate the new Nike line. Fittingly for the company founded by Oregonians, they found such a young man from the small coastal town of Coos Bay, Ore., named Steve Prefontaine. Prefontaine was avid spokesperson for Nike. After he graduated, he would make appearance and send out shoes to other athletes in order to give them the experience of feeling like a champion. Prefontaine broke records across the board, which made him a great spokesperson because people would want to be like him in his athletic achievements.

2. Describe the markets, products & customers for this firm Nike markets to the sporting goods and apparel industry. Nike products consist of sporting goods, sneakers, sporting apparel and accessories. Their sporting goods include products such as basketballs, footballs, baseballs, tennis balls, and more. The sneaker line varies from Michael Jordans, Lebron James, Air Max, Shield, and more. ( Expand on shoes when they came out, how many pairs. Put in graphs of sales revenue. Nike markets to the athletic consumer. Nike is the master of segmentation, their segmenting market typically target's athletes, both women and men from the age 15 to 35. Nike's targeting market is active people who enjoy high quality sporting goods, especially footwear (Articlesbase). Women

Men
Children
Basketball
Tennis
Soccer
Baseball
Golf
Track
Lacrosse
Hockey

Nike offers a range of shoes for sports like, Tennis, golf, soccer, baseball, football, bicycling, volleyball, cheerleading, hiking etc...They manufacture casual clothes, running clothes, yoga clothes, tennis clothes (dresses...
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