Business

Over the past 37 years, The Nike Brand has evolved into a successful multi-billion dollar corporation. It has also grown to be the world's largest marketer of athletic footwear and apparel. The company’s products are sold in over 180 countries worldwide and 20,000 retail stores domestically. Nike also operates retail stores overseas such as Nike Towns and factory outlets. Although Nike is involved in the design, development, and marketing of the product; the products are manufactured independently. In addition to its wide range of athletic shoes and apparel, the company also sells Nike and Bauer brand athletic equipment, Cole Haan brand dress and casual footwear, and the Sports Specialties line of headwear.

The company was originally founded by Phil Knight, a Stanford University business graduate who had been a member of the track team as an undergraduate at the University of Oregon. He started a company called “Blue Ribbon Sports” which he used to sell imported shoes from Japan to the U.S. market. His future partner Bill Bowerman was a nationally respected track and field coach at the University of Oregon. Bowerman and Knight became partners in the early 1970’s, when Knight ended his partnership with the Japanese firm after a disagreement. Knight and Bowerman were ready to make the jump from being a footwear distributor to designing and manufacturing their own brand of athletic shoes. They selected a brand mark today known internationally as the “Swoosh,” which was created by a graphic design student at Portland State University named Carolyn Davidson. The brand’s product always featured new innovation and made a great impression on the individuals that used them.

The company’s success stems from their consistent design innov...

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...on. But a team of executives persuaded Knight that soccer was the company's future. Today, soccer sales are nearly $1 billion or 25% of the global market” (p.80). Collectively, Nike was very dominant in the 1990’s because of their massive sales in the domestic and international markets. The company branched out into sports equipment, and aimed to extend the company into the marketing of sport balls, protective gear, eyewear, and watches. Also, the company signed its next superstar spokesperson. Nikebiz (2010) stated, “In 1996, Nike Golf landed a vastly talented but as-yet-unproven young golfer named Eldrick “Tiger” Woods for a reported $5 million per year. Competitors laughed and critics howled at Nike’s ‘folly,’ until Tiger won the 1997 Masters by a record 12 strokes”. The golf phenomenon eventually shattered many records and became the won numerous tournaments.