Summary of Nike Case Study

Satisfactory Essays
The company of Nike started in 1962 as Blue Ribbon Sports. It focus on athletic running shoes and was popular in the U.S. Guarding famous athlete as a spokesperson made Nike achieve great success. In 1985, the Air- Jordan basketball shoes create over $100 million profit and $20 million are using in the ads of “Just do it” which became the campaign ad in 1988. As Nike began to expand overseas market in Europe, the new sponsor Brazilian team which is the World Cup campaign had changed the Nike’s image from a sneaker company to a brand that represented emotion. In 2007, Nike became the sole uniforms supplier of over 100 soccer team all around the world. In 2008, Nike sponsored most of the Chinese team in Summer Olympic and made a great contribution to its revenue in the asain region. To develop the business, Nike entered different athletic footwear. For example, the Golf brand endorsed by Tiger Woods and the tennis brand aligned with Maria Sharapova et al. The cooperation with Lance Armstrong achieve great success for both company and Armstrong’s personal fulfillment. To promote basketball shoes and apparel, Nike formed a partnership with Foot Locker to create a chain of stores. Recently, Nike developed its new technology Nike + and cooperate with Apple to make it become the world’s largest Running club. It hosted the largest global virtual race in the world in 2008 and 2009. However, Nike is not only a good seller but also a low- pitched eco- friendly brand. Now Nike has expanse different sports categories and become a successful company with revenues over $19

You May Also Find These Documents Helpful

  • Powerful Essays

    Nike Just Do It Campaign

    • 1189 Words
    • 5 Pages

    The Nike brand has become so strong as to place it in the rarified air of recession-proof consumer branded giants, in the company of Coca-Cola, Gillette and Proctor & Gamble. Brand management is one of Nike’s many strengths. Consumers are willing to pay more for brands that they judge to be superior in quality, style and reliability. A strong brand allows its owner to expand market share, command higher prices and generate more revenue than its competitors. With its “Just Do It” campaign and strong product, Nike was able to increase its share of the domestic sport-shoe business from 18 percent to 43 percent, from $877 million in worldwide sales to $9.2 billion in the ten years between 1988 and 1998.…

    • 1189 Words
    • 5 Pages
    Powerful Essays
  • Good Essays

    Nike's "Risk Everything" commercial aired two and a half years ago in anticipation for the 2014 World Cup. The purpose of Nike's ad was to show the consumer that their brand and product was superior to the competition. Nike used the enthusiasm and excitement swirling around the World Cup to appeal to the market in various different ways. The purpose of this is to show the audience that Nike's brand is capable of putting you in the place of your favorite soccer star and making you feel like one of the greats. This ad does a splendid job of targeting a wide range of people. On the surface it may look like the company is only targeting soccer players, but it could appeal to just about any athlete, or anyone who looks up to an athlete. Nike targets…

    • 1138 Words
    • 5 Pages
    Good Essays
  • Powerful Essays

    Nike- an Ecnomic Report

    • 3351 Words
    • 14 Pages

    Nike is the world 's leading designer, marketer and distributor of athletic footwear, apparel, equipment and accessories for a range of sports and fitness activities. Nike is headquartered in Beaverton, Oregon and owns facilities in Tennessee, North Carolina and The Netherlands. The company operates in the Americas, Europe, the Middle East, Africa and Asia Pacific.…

    • 3351 Words
    • 14 Pages
    Powerful Essays
  • Good Essays

    By 1980 Nike dominated over half of the athletic footwear market. Yet never advertised until 1982. During the 1984 Olympic Games 58 athletes were seen wearing Nike footwear. Profits there after sky rocketed to a total of 919.8 million. The famous Nike ‘Air Jordans’ are born in 1985 by NBA athlete, rookie Michael Jordan. The next year revenues surpass 1 billion. Only two years after the Jordans were released, Nike introduced a new shoe with air filled cushions call the Air Max. Shortly after in 1988 Nike introduced its “Just Do It” slogan, boosting profits to 1.2 billion. Nike expected 8 billion in sales during the 1997 fiscal year. Through the 80’s and 90’s Nike yielded greater and greater profits quickly assuming the…

    • 670 Words
    • 2 Pages
    Good Essays
  • Powerful Essays

    Nike was incorporated in 1968 and has become arguably synonymous with elite footwear/apparel amongst the world population (Nike 10K, 2009). Nike’s primary business “is the design and development and worldwide marketing of high quality footwear and apparel” (2009, pg.1). In addition, Nike also designs/markets sports equipment and accessory products. Nike puts a heavy emphasis on investing in the innovation and design of their products to give their customers a high-quality product. Nike is the largest seller of athletic footwear and apparel in the world (2009). Nike sets the bar for other companies in the sports apparel/footwear industry, like Under Armour.…

    • 5144 Words
    • 21 Pages
    Powerful Essays
  • Good Essays

    Nike, Inc. is a public-sector company that was founded in 1964 as Blue Ribbon Sports; this was later changed to Nike, Inc. in 1974. Nike specializes in athletic shoes and apparel, sports equipment and athletic and recreational products. Nike, Inc. main motive is to produce a quality product whilst making as much profit as possible; Nike, Inc. is a very profitable organisation and had a total income of $24.1 billion last year. Nike, Inc.’s mission is “To bring inspiration and innovation to every athlete in the world.” Nike, Inc. consider every person an athlete as they say, “if you have a body you’re an athlete.” The owners of Nike, Inc. have limited liability for the…

    • 323 Words
    • 2 Pages
    Good Essays
  • Powerful Essays

    INTRODUCTION Founded in 1968 in Oregon, Nike's business activities involve design, development and the worldwide marketing of high quality apparel, equipment, footwear and accessory products.…

    • 4587 Words
    • 12 Pages
    Powerful Essays
  • Good Essays

    Nike Social Media Analysis

    • 1396 Words
    • 4 Pages

    Nike is one of the largest global companies in the world, reigning in billions of dollars in revenue a year; it also has one of the largest marketing budgets since it is such a recognized brand. Nike was first known as Blue Ribbon Sports founded by a track runner and track coach from Oregon; it later acquired the famous logo ‘swoosh’ and name Nike in 1972. In the 1980’s Nike grew rapidly because of their great marketing strategies and very successful product launches. Nike moved from track to other sports that it is known for endorsing today, and in the 1990’s Nike started being recognized more for its marketing strategy and its slogan “Just Do It.” Nike then started to endorse athletes, making the connection between iconic athletes and the brand, therefor empowering it even more. They started their social media strategy out slowly, but soon evolved to be a very powerful force, interacting regularly with their consumers through social media sites.…

    • 1396 Words
    • 4 Pages
    Good Essays
  • Satisfactory Essays

    Kimi Ford manages a large mutual fund for NorthPoint Group. Her company is trying to decide whether or not to invest in Nike’s stock, which has been declining in price in the past year. Kimi has asked her assistant, Joanna Cohen, to estimate Nike’s weight average cost of capital (WACC) to help make this decision (Case 13, pg. 58). We looked at Joanna’s estimates and discovered a few problems that she made when estimating her cost of capital.…

    • 393 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    As you can see, Nike is a large brand when it comes to shoes, apparel and its various other sources of income.…

    • 1554 Words
    • 7 Pages
    Powerful Essays
  • Satisfactory Essays

    Globalization is the process of extending social relations across world-space. Globalization has had an increasingly significant impact on international marketing and operating costs. One of the key drivers of increased international marketing has been reduced costs. Organizations are able to access cheap resources and labor in developing countries. This allows them to price their products at a lower cost but also opens up a broader market of people with disposable incomes to buy more products and services.…

    • 802 Words
    • 4 Pages
    Satisfactory Essays
  • Good Essays

    The Nike brand is one of the most successful brands in the world, and it depicts…

    • 1108 Words
    • 5 Pages
    Good Essays
  • Satisfactory Essays

    Question 1: What are the pros. Cons and risk associated with Nike`s core marketing strategy?…

    • 573 Words
    • 3 Pages
    Satisfactory Essays
  • Good Essays

    Nike Strategies

    • 1999 Words
    • 8 Pages

    Nike produces a wide range of sports equipments such as running shoes, sportswear, football, basketball, tennis, golf, etc. Now Nike follows the global fashion trends and is well known and popular in the youth culture and hip hop culture to supply some fashion products. Nike recently teams up with Apple Company to produce the Nike+ products which can monitor a runner 's performance through a radio in the shoe that can link to the iPods. Besides that, Nike also becomes the top of three companies which are climate-friendly companies which build better image to customers.…

    • 1999 Words
    • 8 Pages
    Good Essays
  • Powerful Essays

    Nike: ethical or not

    • 1748 Words
    • 7 Pages

    Nike was established by Phil Knight and Bill Bowerman in 1972 and is considered to be one of the leading global athletic shoes and apparel marketers. They had started by shoes that Tiger Shoes sent them and improving them to make them better for runners in their shop Blue Ribbon Sports. Jeff Johnson was the first employee of Blue Ribbon Sports who marketed "The Swoosh" all throughout the 70s which was actually Nike's original name initially. In 1980, Nike became a publicly traded company. Nike has ever since been an ever expanding athletic company owning popular brands like Nike, Converse, Hurley, Jordan, and also Nike Golf. Within all these different companies Nike makes all things athletic including shoes, apparel, equipment, and also accessories. Nike has been in the limelight for having trouble in being an ethical company. It started with reports about 10 years ago of abuse in the overseas factories where their products were being made. They started the "Better World" campaign where they would go into these factories and make them so they met Nike standards. Nike designs its products, contracts out their manufacturing and then markets its products. They have over 600 factories owned by subcontractors which employ close to 550,000 people. Nike has become very much popular for its tagline “Just Do It!”, its “swoosh” logo and also for its celebrity sponsors like Tiger Woods.…

    • 1748 Words
    • 7 Pages
    Powerful Essays

Related Topics