Nike Corporation Nike, Inc. is a multinational corporation that is involved in design, manufacturing, development, sales and marketing of footwear, equipment, apparel, and services. Nike is the leading supplier of apparel and athletic shoes and is a leading brand based in Beaverton, Oregon. Nike’s mission is to deliver innovation and inspiration to every athlete globally (Merk, 2008). The mission is all about satisfying the customers with its products worldwide. Moreover, the company aims to adopt business practices to secure intergenerational life quality, reinstate the environment, and escalate the value for their customers, corporate partners, and shareholders.
NIKE. INC has always been the brand of tomorrow, seeking to find new interesting ways to captivate and capture the hearts and minds of both young and old alike. It all began in the 1960s when Phil Knight along with his coach, Bowerman came together to form an enterprise. They first started off as Blue Ribbon Sports, which distributed shoes from Onitsuka Company from Japan and eventually became Nike, which means Goddess Of Victory in Greek. As of today, this American multinational company has gone beyond mere shoes distributor, ranging from the vast variety of sports shoe to sports equipment and attires.
The company became one of the very first international brands to introduce a Supplier Code of Conduct, which was launched in 1992 and opened for external audit in 1994. The code was desperately needed because, as Nike CEO Phil Knight noted in a 1998 speech to the National Press Club, “the Nike product [had] become synonymous with slave wages, forced overtime and arbitrary abuse”. At the time of his speech, Nike’s stock had more than doubled in value. The company has since gone from a virtual dead heat with rival Adidas (market caps of $3.97B and $3.59B, respectively) in 2001 to a position of dominance sixteen years later, with a market cap that has ballooned to over $86B vs. Adidas’s $17B. (Mulroy, 2016).
Nike was founded on January 25, 1964, as Blue Ribbon Sports by Bill Bowerman and Phil Knight and was officially named Nike Inc. on May 30, 1971 (Wiki). The company initially operated as a distributor for Japanese shoe maker Onitsuka Tiger (Wiki). Nike first started making shoes with the help of Bowerman. He made track shoes for Phil Knight, a track and field athlete, at the time, attending the University of Oregon. In Blue Ribbon Sports first year of business, they sold 1,300 pairs of running shoes.
Since the 1990s, due to the complicated supply chain management, Nike, Inc. started focusing on creating such products which would be better for the athletes, business and also the planet (News.nike.com, 2016). o Strong Global Brand Nike, Inc. is regarded as one of the strongest global brands which have its prominent presence all over the world. The brand is promoted by the leading celebrities and sports professionals which creates significant brand equity in terms of recognition and image (Businesstoday.in, 2016). It is also the brand ambassador of various sporting events and teams (at domestic and national level). Some of the legendary
In its 45 years of existence, Nike has developed from a small operation to a household name, present on all continents. However, in the 1990's Nike came under scrutiny for various unethical practices. • Explain how Nike came to that situation through its expansion strategy. According to the working paper, Nike was the largest shoes firm in the world. Nike has reached this position mainly due to its expansion strategy.
In this essay I aim to explore the significance of typography, design and symbolism in relation to NIKE, the multinational corporation that is the world’s leading designer, marketer and distributor of high-quality athletic footwear, apparel, sports equipment and accessories for a wide variety of sports and fitness activities. I will investigate the history behind the design of the legendary NIKE ‘swoosh’ logo, its evolution throughout the decades, and how this design has impacted the corporation’s success. I will clarify what the symbolism behind the NIKE logo means and the effect it is having on us as consumers. I will also look at how the NIKE brand identity influences our preconceptions of the product simply because of its eye-catching typography, design and symbolism. History Originally established in 1964 by Phil Knight and Bill Bowerman as “Blue Ribbon Sports”, NIKE adapted its current name in 1978 as suggested by Carolyn Davidson, a college student.
1. Major Facts:- Nike made, created, and sold sport and casual shoes, efficient sports and leisure clothes, sports items, and materials under the Nike, Bauer, Cole-Haan, and Hurley brands names . It was the biggest vender of sport shoes and clothing around the universe, with a U.S. market share more than 40%. The organization's product were offered at around 18,000 retail stores in the United States, containing shoes stores, department stores, and sporting products stores. It also distributed to specialty , skate, tennis, and golf shops.
Contents Introduction 2 Branding 2 Distribution 4 Product Changes 5 References 7 APPROACHES TO BRANDING - KNOWTHIS.COM 7 FAMILY BRAND OR UMBRELLA BRAND 7 NIKE, COMPETITIVE ADVANTAGES 7 ANON 7 LONGCHAMP, K., LONGCHAMP, K. AND PROFILE, V. 8 ANON 8 Introduction In 1997, Nike spent $978 million on advertising and marketing promotion, this is because their brand visibility is the key driving future earnings growth. The company was founded on January 25, 1964, as Blue Ribbon Sports, by Bill Bowerman and Phil Knight, and officially became Nike Inc. which means Goddess of victory in Greek, on May 30, 1971. Nike has created superior value and has become the very definition of sports by involving celebrities such as Michael Jordan, Paul Rodriguez Jr. and many more. The Swoosh, which was designed by Carolyn Davidson, is easily one of the most recognized brands in the world. It stands for athleticism, power, fitness, and many other aspects that the brand tries to integrate into their brand image.