NIKE - CASE STUDY NIKE BUILDING DEEP-DOWN BRAND-CUSTOMER...

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CASE STUDY NIKE: BUILDING DEEP-DOWN BRAND-CUSTOMER RELATIONSHIPS 1. When you think of the Nike brand, what comes to mind? How is it distinct from other athletic shoe and apparel makers in the marketplace? - “Nike”, when talking about this word, we will know that it’s a name of a famous sport brand or the biggest enemy of Adidas. Talking about Nike is talking about fashionable advanced shoes, sport clothing and equipment. - Things that distinct Nike from other athletic shoe and apparel makers: Nike has unique and meaningful logo “Swoosh”. Nike is the pioneer of many new cosmopolitan sport fashion trends. Although Nike has many product lines, the company mainly focuses on running and basketball, so these two types of products are various. Their domestic market, USA, is the most strongest developed market. One of the most prevalent point of Nike is it sponsors popular athletes and teams (C. Ronaldo, Michael Jordan …) or sport events (FIFA, UEFA …). Corporate with many big companies in many aspects to grow stronger like technology (Apple, Philips), game (EA Sports), design (Liberty London) … Nike has strong connection with customers through the social community. 2. Discuss the breadth and depth of the Nike sports empire. - Breath: Nike has 3 main product lines - footwear, apparel and equipment. - Depth: in each product lines, Nike has many products. Running Shirt Socks Training Bags Sport ball Basketball Accessories Eyewear Soccer Running shorts Golf clubs Urban wear Baseball caps Baseball bats Hat Gloves 3. How has Nike managed to build such a strong sense of community with its

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