Running head: NIKE RUNNING SALES PROJECT 1 Nike Running Sales Project Duquesne University
Running head: NIKE RUNNING SALES PROJECT 2 COMPANY OVERVIEW Nike started out as a mail-order system in 1970 created by Jeff Johnson, the first manager of Nike. Johnson also opened the first retail store located in Santa Monica, California. The name Nike was come up with in 1971. Knight and Bowerman (founders of Nike), were ready to stop just being a distributor and begin designing their own brand in the 1970’s. The first thing they did was choose their brand mark which was the Nike swoosh. The new line of Nike footwear debuted in 1972. The first shoe that was designed by Nike was inspired by a waffle maker; the waffle pattern on the sole of the shoes made the shoes lighter, but still gave good traction. In the 1980’s, Nike introduced the Nike Air technology which proved to be a great success. By the end of 1980, Nike completed its IPO and became a publicly traded company. The “Just Do It” campaign began in 1988 as a hope to differentiate their brand from other athletic shoe companies. Nike continues today to seek new ways to keep their consumers happy by coming up with new athletic products (Nike, 2013). Nike is a rather large company, with having around 48,000 full time employees, so this does not count their interns and part time employees. The different products Nike offers ranges from athletic footwear, apparel, equipment, and accessories. There are products offered in seven different categories, including running, basketball, football, men’s training, women’s training, Nike sportswear, and action sports. Nike also sells performance equipment, which includes bags, socks, sport balls, eyewear, timepieces, digital devices, bats, gloves, protective equipment, golf clubs, and other equipment. Nike also owns other companies which include, Converse, Inc., Hurley International, LLC, Jordan Brand, and Nike Golf. Financially, Nike is currently a very profitable and stable company. Revenues from continuing operations are up eight percent to $7.0 billion, diluted earnings per share from continuing operations up thirty-seven percent to $0.86, worldwide
Running head: NIKE RUNNING SALES PROJECT 3 futures orders up eight percent, and inventories as of August 31, 2013 up six percent (Yahoo! Finance, 2013). Currently, Nike is a company that surrounds themselves with sustainability initiatives. For them it is about striving for the best, while creating value for the business and innovating for a better world. Nike is focusing their corporate responsibility dealing with sustainability efforts in the areas in which they can have the greatest impact and also create the most value for the world and consumers. They are doing this through the materials they design into their products, through the process of making those materials and products, and in the world of sports where their products will be used. Considered Design is a strategy that is come up with by Nike that encourages reducing waste throughout the design and manufacture of their products, using environmentally preferred materials and eliminating toxins (Nike, 2013).