Nike- The Biggest Training Shoe Company

Essay by skedadleUniversity, Bachelor'sC+, April 2004

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Nike- The Biggest Training Shoe Company

Sports has become a widespread interest after World War One as a pursuit of physical health development and new found past time interest. Various trainers shoes were invented back in the 1870s by several companies and the launched of rubber shoes became a new revenue stream for basic product in United States.

There was a sudden demand of sports shoes after World War Two where basketball as a sport became an increasing interest among the Americans. Their popularity passed out of the sporting arena; for the first time they were perceived as a youth fashion item, worn by film stars such as James Dean and featured in popular movies like the West Side Story. While the boom in sales of gym shoes or sneakers was strongest in USA, as with so many other products, the fashion there incited demand in other markets around the world.

The birth of the jogging craze at the end of the sixties had lead training shoes to emerge in the global market structure. Nike-The Greek God of Victory, launched its first pair of shoes in 1970s as a running shoe, has acquired the coolest image, epitomized by its ubiquitous 'swoosh' logo and it's memorable 'Just Do It' catchline. Now it is one of the best-known advertising slogans in the world.

Successful sports stars like Micheal Jordon and Tiger Woods wearing only Nike products has boost Nike image into a personal achievement and powerful endorsement sports wear. It has not only encourage 'ordinary' people among the young and sportsman to imitate their heroes by buying the same products, it also became a fashionable foot wear in the 1990s. Although Nike has always stress on selling sports not fashion, their innovative technology in designing shoes and research of comfort on cushioning...