Nike

David Paterson
Supawaree Patravanich
Solidah Sath

History:
Began in 1964 as Blue Ribbon Sports.
In 1972, a new kind of shoe was introduced
entitled Nike.
In 1979, held patent on Air type of cushioning
for soles of shoes.
Went public in 1979 on NYSE.
Blue Ribbon Sports merged into Nike, creating
Nike, Inc.
Been operating Nike Factory Stores since 1984.
First Niketown opened in Portland, Or in 1990.

Overview of Company:
Was founded by
Bill Bowerman and
Phil Knight.
Employs 29,000
worldwide in
27 countries.
Owns over 200 Nike
factory stores.
Operates facilities in
Oregon, Tennessee,
North Carolina, and
the Netherlands.

Mission Statement:

To bring inspiration and innovation

to every athlete* in the world.
* If you have a body, you are an athlete.

Bill Bowerman
(co-founder of Nike)

Awards:
Nike has received numerous awards
recently.
Recognized by Fortune magazine
Nike ranked # 1 in the Companies in a Class
of their Own list for use of organic cotton
and re-use a shoe campaign.

Growth:
Company has been market leader
for many years.
Forecasts revenues of $23 billion by
2011.
Adidas has tried to close gap.

Competitors:

Target Market:
Any athletes who
Love sports
Seek
Quality
Performance
style

Products:
Footwear

Products:
Apparel

Products:
Equipment

Products:
Accessories

Products:
Sport lines

Action Sports
Baseball
Basketball
Cardio
Cycling
Fitness Dance
Football
Golf

Lacrosse
Running
Soccer
Swim
Tennis
Training
Yoga

Products:
College licensed gears

Products:

Choose material and color

Personalize symbol or ID
Available within 4 weeks of order
Premium prices

Products:

Enhance running experience

Pick workout and custom playlist
Run with real-time feedback
Sync and track progress

Price:
Better Wholesale
Price Zone
Womens footwear
collection range
between $90-200

High quality and a

certain level of
performance
Extensive R&D and
rigorous tests to
ensure high
quality

Promotion:
Nike Swoosh
The Second Coming
Employ Celebrities
and well known Athletes

Place:
Combination of Direct and Extended Marketing
Channels
Lead time is crucial
Eliminate the unnecessary middle men

Mass Distribution Channel

Can be found in large department stores, online
sites, and even in major athletic catalogs

Store Layout and Design:

Variation of free-flow and loop
layout
E.g. NikeTown Seattle Floor Plan

Store Layout and Design:

Modern/sporty interior design

Store Layout and Design:

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Modern/sporty interior design

Active music

References:
Hincker's Homepage . Retrieved February 21, 2007, from Nike and the
American Body Web site: http://xroads.virginia.edu/~CLASS/am483_97/
projects/hincker/nike.html

(2007). Nike Site. Retrieved February 21, 2007, from Nike.com Web site:
http://www.nike.com/index.jhtml#l=nikehome&re=US&co=US&la=EN

(2007). Product Technology. Retrieved February 21, 2007, from Nikebiz: Th

e inside story Web site: http://www.nike.com/nikebiz/nikebiz.jhtml?page=6
&item=research

(2004). Evolution of Marketing Strategy. Retrieved February 21, 2007, from

Nike Web site: http://www.icmr.icfai.org/casestudies/catalogue/Marketing1/
MKTA018.htm

Enderle, Hirsch, Micka, Saving, Shah, Szerwinski, (2000, March, 14).

Strategic Analysis of Nike, Inc.. Retrieved February 21, 2007, from
http://condor.depaul.edu/~aalmaney/StrategicAnalysisofNike.htm

JUST DO
IT