1. Company name – What is the company doing in general?
Nike is an American multinational corporation that is engaged in the design, development, manufacturing and worldwide marketing of footwear, apparel, equipment, accessories and services. They’re known universally for producing a wide range of sports equipment for the amateurs and the professionals. They’ve built their reputation thanks to a great marketing campaign and by
sponsoring the most famous professional sportsmen. As of 2012, it employed more than 44,000 people worldwide. In 2014 the brand alone was valued at $19 billion, making it the most valuable brand among sports businesses.
1. Key partnership(s) – Is the company owned by or aligned with any other company? If so, what is the nature of this partnership, and how integrated are the companies? What is the effect of this partnership?
Nike has acquired several apparel and footwear companies over the course of its history, some of which have since been sold. Its ﬁrst acquisition was the upscale footwear company Cole Haan in 1988, followed by the purchase of Bauer Hockey in 1994. In 2002, Nike bought surf apparel company Hurley International from
founder Bob Hurley. In 2003, Nike paid US$309 million to acquire Converse, makers of the Chuck Taylor All-Stars line of sneakers. The company acquired Starter in 2004 and Umbro, known as the manufacturers of the England national football team's kit, in 2008. In order to refocus on its core business lines, Nike began divesting of some of its subsidiaries in the 2000s. It sold Starter in 2007 and Bauer Hockey in 2008. The company sold Umbro in 2012, and Cole Haan in 2013. As of 2013, Nike owns two key subsidiaries: Converse Inc. and Hurley International. They’re representing a key partnership because they are references in the segment of the street wear.
Nike pays also top athletes in many sports to use their products, promote and advertise their technology and design. The company manufactures and provides kit uniforms for a wide range of teams around the world. So they have partnership with the federations of the national teams or the clubs. This represents one of the most valuable segment for the brand.
But they also have partnership with other brands or famous designers with who they collaborate for a range of product such as Michael Jordan. Indeed, the company is divided into several « little companies » dedicated to one sport in particular : Nike Running, Nike Football, Nike Basketball … And for each department, there are speciﬁc partnerships. For example, Apple and Nike Running have worked together for creating an Ipod connected to your
shoes (calculation of the cardiac rhythm, calculation of the distance covered…). We can consider these partnerships as
collaborations because any of the two companies are integrated, they’re independent and they all beneﬁt it. It is just a way for them to promote their products by using the inﬂuence and the reputation of the other.
1. Geographic region(s) – Where does the company operate and have significant influence?
Nike has contracted with more than 700 shops around the
world and has ofﬁces located in 45 countries outside the United States. In 1990, Nike moved into its eight-building World
Headquarters campus in Beaverton, Oregon . Most of their
factories are located overseas, mainly in Asia where labor is cheap. They are using independent subcontractors from
Indonesia, China, Taiwan, India, Thailand, Vietnam, Pakistan, Philippines, and Malaysia. By sponsoring athletes, clubs and
national teams, Nike get one of the most important influence on sport’s market, Because of their wide range of clothing and shoes for different sports, seasons, and peoples' style, especially in the western and developed countries which can afford their products.
Nearly every age range can wear NIKE. The brand produces shoes even for newborns.
they’re increasing their influence by improving
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