Marketing Research Project.docx - Beth Barker 22732256 Lesson 08050700 403 Oakleaf Ct Sidney OH 45365 937.638.2208 [email protected] Executive

Marketing Research Project.docx - Beth Barker 22732256...

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Beth Barker 22732256 403 Oakleaf Ct. Lesson # 08050700 Sidney, OH 45365 937.638.2208 [email protected] Executive Summary Nike is a large, multinational company and known leading company of the athletic market. Nike takes part in designing, manufacturing, and selling of athletic wear for several types of sports. This would include apparel like jerseys, leggings, sweatshirts, shirts, sweatpants, sweat bands, and hats. It also includes athletic shoes fit for skateboarding, football, basketball, running, golf, tennis, volleyball, cycling, racing, wrestling, cheerleading, lacrosse, ice hockey, track, etc. Nike’s headquarters is located out of Beaverton, Oregon, and Nike products can be found in many malls across the world. Nike was originally founded by a track athlete for University of Oregon, Phil Knight, as well as his coach, Bill Bowerman in 1964. The company was created with only $1,200. Before Nike, the company was called Blue Ribbon Sports and distributed Japanese running shoes. By 1971, Nike became its own company, and adopted its name from the Greek goddess of victory. It also adopted the famous Nike “swoosh,” logo, which is the curved check mark seen on Nike products. This was created by a graphic designer student, Carolyn Davidson, who was then paid $35. Wieden Kennedy, an advertising company, was able to take Nike’s marketing to the next level. What became the well-known Nike slogan, “Just Do It,” was coined by Dan Weiden himself, one of the founders of Wieden Kennedy. Over the years, Nike has signed athletes and celebrities like Michael Jordan, Tiger Woods, and LeBron James. Nike also became the supplier for apparel, jerseys, uniforms, and shoes for athletes in the NFL.
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Beth Barker 22732256 403 Oakleaf Ct. Lesson # 08050700 Sidney, OH 45365 937.638.2208 [email protected] Strategic Objectives Nike’s mission is to “bring inspiration and innovation to every athlete in the world.” (Nike - Mission Statement) They strive to increase potential in everyone by creating and inventing new sports related products, and by creating a team that is diverse. They believe that their diversity is accountable for their creativity and therefore aides in their innovations. Nike also strives to make positive impacts in our communities and believe that active kids have increased concentration, attend school regularly, increased test scores, increased chances of going to college, and increased goals.
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