MS_Case13_Group 1 - Marketing Strategy Case Summary: Nike:...

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Marketing Strategy Case Summary: Nike: A Powerhouse By the late 1970s and early 1980s, Nike had wrested first place in the athletic shoe industry from Adidas. In the early 1980s, Reebok emerged as Nike s major competitor, becoming No.1 in this industry by 1987. But Nike fought back, and three years later had regained the top-dog position. REEBOK In 1982, Reebok introduced the first athletic shoe designed especially for women. It anticipated three major trends that were to transform the athletic footwear industry: (1) the aerobic exercise movement, (2) the great embracing of women with sports and exercise, and (3) the transference of athletic footwear to street and casual wear. Reebok s sales growth then slowed, and began to lose ground, not sporadically but steadily. Part of the shift in competitive position could be attributed to Nike s savvy advertising and to its well-paid athlete endorsers. However the flaws of Reebok were becoming more obvious and self-destructing. With the growth, directors felt they needed an executive with experience
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MS_Case13_Group 1 - Marketing Strategy Case Summary: Nike:...

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