6 nike inc a case study nike inc is the world s

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6 Nike, Inc.: A Case Study Nike, Inc. is the world s largest athletic footwear and apparel company, with a mission to inspire every athlete in the world to reach his or her fullest potential. The cofounder Bill Bowerman was a visionary who perceived human achievement through sport. Innovation is at the heart of the organization to serve athletes, which will form the basis of growth of the organization and in turn provides inspiration to achieve. Nike serves sports personnel with fi ve distinct brands that have a powerful rapport with their customers. Sport-inspired lifestyle products including footwear, apparel, equipment and accessories are designed, developed and sold under the high-quality athletic performance gear category. Casual sneakers, apparel and accessories are designed, licensed and marketed by Converse, Inc. Hurley Inter- national LLC designs, markets and distributes surf and youth lifestyle footwear, apparel and accessories. The dynamic legacy, vision and direct involvement of Michael Jordan serves as an inspiration for the Jordan brand of premium footwear. Golf equipment, apparel, balls, footwear, bags and accessories are designed and marketed by Nike Golf. Nike, Inc. has its headquarters near Beaverton, Oregon, USA. Contract factories in more than 40 countries manufacture products that are sold in nearly every country around the world. In 2013, Nike s global workforce was approximately 48,000 employees located worldwide. The company has more than 750 retail stores, 90 administrative of fi ces and more than 110 sales of fi ces and showrooms. Over the past 10 years, the revenue has more than doubled. It has been estimated that revenue will be $30 billion by the end of fi scal year (FY) 2015 and $36 billion by FY17. Strong growth has been estimated in the fi eld of sports gear for running, basketball, football, men s and women s training sportswear and direct-to-con- sumer sales. Sustainability is one of the key drivers for innovation and continued 50 S. Radhakrishnan
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growth. The integration of sustainability into every aspect of the business is the aim of Nike and the greatest challenge is to explore ways that would enhance perfor- mance of the wearer in terms of design, materials and manufacturing ( . edu/teaching/designteach/teach/instructionalstrategies/casestudies.html . Accessed 1 May 2014). A case study examines realistic, complex and content-rich events or situations that center on a problem or con fl ict. Usually, the facts surrounding the problem are highlighted as it becomes a source for discussion and debate. The case study is a link between theory and practice and between academy and industry. Case studies shed light on the parameters of the problem, the evaluation of courses of action, and the possible solutions to or the reasons and remedies for the problem (Nike Inc 2012b ).
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