Nike Case Study

Essay by chillsHigh School, 12th gradeB, March 2008

download word file, 4 pages 3.0

Originally known as Blue Ribbon Sport, Nike was founded on a $500 investment by University of Oregon track athlete Philip Knight and his coach Bill Bowerman in January 1964. Blue ribbon sport began to sub-contract its own shoe line in 1971 and launched the Nike brand soon after in 1972. The company's name Nike originated from the Greek Mythological Goddess of victory. In 1978, products sales started to expand to South America and Europe. They later started to add apparels to their products.

Nike operates in 120 countries and has over 20,000 employees. It faced early business and marketing difficult challenges like, the need to target a wide variety and capture different audiences around the world. Knight realised that lower-cost, goodquality Japanese industries were beginning to take over US's appliances and electronics markets. The most leading footwear companies like Adidas were manufacturing their own shoes in United States and Germany which are higher cost countries.

So Nike, developed factories in Low-cost where the costs of production were lower and yet it did not compromise on quality of goods produced.

Personal and Social GoalsThe Nike 'Swoosh' is a design created in 1971 by Carolyn Davidson, a graphic design student at Portland State University. There are a small number of other symbols more recognizable around the world than the Nike Swoosh. Its form is simple but it has symbolism. The Nike Swoosh conservative and consistent allows it to become a unifying device across channels such as TV, print or Web, which tend to be anything but that.

Nike has an increase tradition of a strong graphic uniqueness and huge brand awareness. They are the Kings of branding. In 2000, they sold nearly $9 billion sneakers, sweats, golf balls and more around the globe. They are in the image business. From stars like...