Applying Social Media To Business
G Francis T
APPLYING SOCIAL MEDIA TO BUSINESS CHALLENGES RALPH POOL
NIKE, Inc. created in 1972, based near Beaverton, Oregon, is the world's leading designer, marketer
and distributor of authentic athletic footwear, apparel, equipment and accessories for a wide variety
of sports and fitness activities. Wholly-owned Nike subsidiaries include Cole Haan, which designs,
markets and distributes luxury shoes, handbags, accessories and coats; Converse Inc., which
designs, markets and distributes athletic footwear, apparel and accessories; Hurley International
LLC, which designs, markets and distributes action sports and youth lifestyle footwear, apparel and
accessories; and Umbro Ltd., a leading United Kingdom-based global football (soccer) brand.
Their goal is to carry on the legacy of innovative thinking, whether to develop products that help
athletes of every level of ability reach their potential, or to create business opportunities that set Nike
apart from the competition and provide value to their shareholders.
It started with a handshake between two visionary Oregonians - Bowerman and his University of
Oregon runner Phil Knight. They and the people they hired evolved and grew the company that
became Nike from a US-based footwear distributor to a global marketer of athletic footwear, apparel
and equipment that is unrivalled in the world.
Today they operate in more than 160 countries around the globe. Through their suppliers, shippers,
retailers and other service providers, they directly or indirectly employ nearly one million people.
That includes more than 30,000 Nike employees across six continents, each of which makes their