It all started with a simple handshake between two running geeks in Eugene, Oregon and now they own the world's most competitive sports and fitness company. The Pacific Northwest is Nike's hometown but like so many ambitious souls, they have expanded their horizons to every part of the world. Nike has two headquarters; it’s World Headquarters in Oregon and its European Headquarters in The Netherlands.
Those two running geeks are Bill Bowerman and Phil Knight. The long lived business partnership began in 1962 as Blue Ribbon Sports (BRS). Their first year sales were $8,000 and every year after proceeded to increase. In 1972 they changed their company name to Nike. The word Nike comes from the Greek winged goddess of victory. They have achieved victory over the past 30 years. Through those years Nike has remained focused on creating performance opportunities for everyone who would benefit and offered empowering messages for everyone who would listen. Nike has a great accomplishment of servicing human potential through sports.
Bill Bowerman was a legendary track and field coach at the University of Oregon. He was a teacher who showed athletes the secrets of achievement. From him Nike has derived their mission and through his eyes they see their future.
The Nike mission is "to bring innovation and inspiration to every athlete in the world. If you have a body, you are an athlete." As long as there are athletes, there will be Nike.
In achieving their mission Nike has a vision for their company. The Nike brand has three areas of focus in their vision of success for their company. The first one is to play a role in effecting positive, systemic change in working conditions within their industries. They believe that in order for market forces to have responsible competitiveness, consumers must be able to reward brands and suppliers using fact based information.
Their second vision is to create innovative and sustainable products. They apply this vision to their two long term aspirations: eliminating waste and eliminating toxics. Nike feels by achieving sustainable products they will be able to prevent a separation between the coolest athletic products and the environment. They have selected these two goals in the physical sciences because if they can achieve that then objectively they are moving toward sustainability. They are beginning to include the s...
... middle of paper ...
...02, Nike was the only company to be given a perfect score. Only 28 companies were given perfect scores in 2003. In 2004, that number doubled to 56. Nike has been established in corporate responsibility years before other companies.
Since 2001, more than 300 of Nike's top level U.S. executives attend three-day diversity workshops, a commitment of time that reflects the value of Nike's places in supporting a diverse workforce. Nike also began offering one-day workshops for additional managers, since 2003 an additional 700 managers have completed these training sessions.
Before doing this paper I felt that Nike was successful because they continue to have innovative marketing. They have made an impact with their advertising and they strive to endorse their brands with athletes. I also felt that Nike’s success was due to their great quality of products. My thoughts still hold true but I do feel now, after doing this paper, that Nike is successful because of their employee involvement and also their environment awareness. As a young adult, I also find it very aspiring that one of Nike’s goals is to support the youth with their right to physical activity.
NIKE’s CSR initiative for promoting more sustainable resource utilization and the minimization of their environmental footprint is applied by their new found strategy. This strategy focuses on reducing the environmental impact throughout the product lifecycle (NIKE, n.d.,a). This means NIKE is now constantly looking upstream to their distributors, contract factories, and product transport to scrutinize openings for implementing lean manufacturing and better shipping arrangements. Looking upstream though, also implies looking downstream – to their retail partners and consumers to investigate better reuse and recycling contingencies. In so doing they are “redefining the very concept of waste, seeing it as an input to our products and a material feedstock to other industries” (NIKE, n.d.,a). By the closing of 2020, NIKE hopes to have no waste
Since its creation, Nike has proven itself as a popular brand and it has created niches by selling products such as footwear, apparels and various types of sports equipment. This paper will attempt to trace the product development of Nike shoes from its origins in conception and design to the manufacturing and production process located in contract factories in developing countries to advertising and marketing of Nike as a cultural commodity and finally, the retailing of the footwear around the world.
...fected by print advertising even if they don’t realize it. Nike uses all different forms of advertising to appeal to all audiences.
Nike Incorporated is the number one leading sportswear and equipment provider in the world. They manufacture anything from casual clothes to sports equipment, shoes to socks, and basketballs to golf balls. As a result of its massive success, Nike employs nearly 30,000 people worldwide while manufacturing in 700 shops around the globe and has 45 offices outside the United States. Its extensive reach into the global market has Nike producing more exclusive products than any other manufacturer in the world. Nike’s headquarters is located in the metropolitan area of Portland, Oregon.
Nike is one of the biggest footwear and apparel manufacturing companies in the word. The company came into existence in 1964 by Bill Boweman and Phil Knight and named it as the Blue Ribbon Sports. The company changed the name to Nike, which is Greek word meaning victory, in 1972 after producing a good brand of shoes that became popular among the athletes (NIKE, Inc., 2001). Since then, the company has been successful, dominating the world market of athletic shoes. The company’s products are sold in more than 170 countries across the world. The company also sponsors various sports events at national and international levels. The company slogan “just do it” is catchy and attract many people tom buying its products. This makes the company to grow continuously due to wide and stable customer base.
One of the promotion tools for Nike is sponsorship. According to internet, in 1969, the founders of the company (Bill Bowerman and Phil Knight) choose a young athlete named Steve Prefontaine to wear their Nike shoes. Besides that, Nike has signed top athletes in many professional sports to endorsement deals in order to further promote their products. Apart from this, Nike is also known by sponsor agreements with some of the world most famous football clubs. Furthermore, Nike also sponsors cycle racers from Discovery Cannel, the Indian Cricket team. Nike also sponsors various minor events including Hoop It Up (High School Basketball) and the Golden West Invitational (High School Track And Field).
From their marketing strategies to their selling philosophies, Nike has developed one of the most recognizable and demanded name and logo tandems ever created.
international markets. The company wants to generate more than half of its revenue from overseas. In my opinion, Nike’s strategies and tactics are to seek on the opportunity to do the marketing on its radical, rebellious and anti-establishment images to the international markets and to benefit from its use of overseas factories to outsource manufacturing processes. For example,
Nike and Adidas are two of the biggest rivals and also two of the best sports brand companies in the world. Nike found in 1964 is popular in the United States market while Adidas established in 1924 is popular in the European market. As stated in research, Nike is an American multinational corporation that engages in the designing, development and sells of shoes, sports apparel and equipment, as well as a list of other things. Adidas, a German multinational corporation based in Herzogenaurach, Bavaria, Germany, specializes in manufacturing and designing sports clothes and accessories. While both Nike and Adidas manufacturing companies offer a greater variety of sports products, Nike is the better company due to their quality, advertising, and sponsorship.
Nike recruits brand ambassadors from different parts of the world who top in athletes and who are having a good following in the public, which helps them to reach the audience that influences them to purchase the Nike sportswear. (MichaelSam85, 2011)
Nike’s sweatshop manufacturing practices which can be seen through media have shown people that this company goes under the good guys images, these images which are displayed in their commercials show people that their employees are treated well and their happy in their working environment.
In 1965 two men by the names of Bill Bowerman and Phil Knight started Blue Ribbon Sports, now known as Nike, the business almost instantly became a top competitor. In 2012 Nike was said to have a net worth of 67 billion dollars, and co-founder Phil Knight a net worth of 18.7 billion dollars. The amount of profit Nike has attained is eye- opening, which made individuals that much more infuriated when they discovered Nike was accused of having sweatshops internationally. The accusations began in 1991 when activist Jeff Ballinger published a report, documenting the harsh conditions workers were forced to work in. Acknowledging the fact that Nike’s business plan was more about making profit than treating employees with any dignity. Nike’s strategy seemed to be to enter into poor nations where individuals were desperate for work. In 1996 it has been ...
Phil Knight started his shoe company by selling shoes from the back of his car. As he became more successful in 1972 he branded the name Nike. In the 1980’s Nike Corporation quickly grew and established itself as a world leader in manufacturing and distributing athletic footwear and sports' attire. The Nike manufacturing model has followed is to outsource its manufacturing to developing nations in the Asia Pacific, Africa, South and Latin Americas; where labor is inexpensive. It quickly became known for its iconic “swoosh” and “Just do it” advertisements and products. Its highly successful advertising campaigns and brand developed its strong market share and consumer base. But, the road has not always been easy for Nike; in the late 1990’s they went through some challenging times when their brand become synonymous with slave wages and child labor abuses. During this period, Nike learned that it paramount that the company understands its stakeholders’ opinions and ensures their values are congruent with their stakeholders. Nike learned that their stakeholders were concerned with more than buying low cost products; their customers were also concerned with ethical and fair treatment of their workers. Because Nike was unwilling to face the ethical treatment of its employees, the company lost its loyal customers and damaged its reputation. Nike has bounced back since the late 1990’s and revived its reputation by focusing on its internal shortfalls and attacking its issues head on. Nike nearly collapsed from its missteps in the late 1990’s. They have learned from their mistakes and taken steps to quickly identify ethical issues before they become a crisis through ethics audits. This paper is based on the case study of Nike: From Sweatsh...
Nike is the number one innovator in the world in athletic footwear, apparel, equipment, and accessories. This worldwide company operates in an extremely different organizational structure than other companies, such as Reebok and Adidas. Nike operates tremendous marketing strategies and develops inventive designs to inspire athletes around the world. This company is one of the largest suppliers in the world in athletic footwear and apparel, main producer of sports equipment, and making Nike the most valuable brand among sports companies. The task for Nike is to join diversity and inclusion to encourage ideas and innovation. Around the world, this company is a popular brand.
Nike is the world famous company. It is an American multinational corporation which is occupied in the design, development, manufacturing and worldwide marketing and selling of the footwear, equipment and many more other services. The Nike Company was founded on 25 January 1964. The first founder Bill Bower man and the second founder Phil Knight. The Nike name comes from the Greek word goddess of victory. The mission of the Nike Company is to bring inspiration and innovation to every athlete in the world. There are two sides to Nike: the public face and hidden misery. It is the number one shoe maker in the world. This Company creates designs for all age groups, for instance, for men, women and for Children.