shoe in 1972. It was in 1978 when Blue Ribbon Sports was renamed into the name of Nike, Inc. The Editors of Encyclopedia Britannica (2018) state that “By the early 21st century, Nike had retail outlets and distributors in more than 170 countries, and its logo—a curved check mark called the “swoosh”—was recognized throughout the world” (para. 1). It was in the late 1980s when Nike expanded and diversified its products. Nike conducted different series of acquisitions which helped them to expand their products portfolio. Some of these acquisitions were: Cole Haan in 1988, Converse in 1—3, Candace sports in 1994, and Umbro in 2008 between many others 9Editors of Encyclopedia Britannica, 2018). Nayak (2017) explains that in 2015, Nike’s main headquarter was still the one in Beaverton, Oregon and it has employed about 62,600 employees. Furthermore, Nayak states that Nike is “operating with the incorporate of North America, Western Europe, Central & Eastern Europe, Greater China, Japan and Emerging Markets” (p. 61). Holmes and Bernstein (2004) explain the story of how Nike introduced into the soccer world. The United States hosted the World Cup in 1994. By then, Nike’s global soccer sales were of $45 million. A team of executive talked to knight and convinced him that soccer could be the key for Nike’s future. Nowadays, Nike’s soccer sales are almost $1 billion, or 25% of the global market. Nowadays Nike offers a large a variate products portfolio. Nike offers from running shoes to any kind of sportswear and accessories for almost every different sport. Moreover, Nayak (2017) explains that although Nike clothes are specially designed for athletics purposes, Nike’s design are so nice and innovative that many people just buy Nike products for leisure and casual purposes. Nike keeps improving every day in order to keep satisfying customer needs. 5
NIKE Now, Nike is trying get into the technology world, so their customers can have the opportunity to use Nike products while they interact and share experience with other Nike customers (p. 86). Brand Position Analysis Target Market Nike’s missions statement is “To bring inspiration and innovation to every athlete in the world.” Meaning by athlete all persons who have a body. At the begging Nike was just a running footwear retailer. However, it has evolved into being a global athletic footwear, apparel and equipment and Nike’s target market has also evolved with the brand. Petro (2016) explains that Mark Parker, Nike’s CEO, stated their main goal is to satisfy customers. The CEO states “it’s our obsession with serving the consumer that sharpens our focus and drives our growth” (para. 1). As Nike keeps making their product portfolio larger every day, their target market also changes with it. Nike targets people who practice every different sport and also people who does not practice any sport but Nike wants to encourage people who does not practice sport to start practicing. The campaign “Just Do It” is an inspiration and motivation campaign that encourages everybody to go and practice sports using Nike products.
- Spring '18
- Brand, Blue Ribbon Sports