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Nike Introduction

Nike, founded in 1964 as Blue Ribbon Sports, is a leading American multinational corporation specializing in footwear, apparel, and sports equipment. The company operates in various global markets and emphasizes product innovation and brand recognition, leveraging endorsements from top athletes. Despite its successful marketing strategies, Nike must continue to adapt and improve to address potential risks and weaknesses.

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16 views3 pages

Nike Introduction

Nike, founded in 1964 as Blue Ribbon Sports, is a leading American multinational corporation specializing in footwear, apparel, and sports equipment. The company operates in various global markets and emphasizes product innovation and brand recognition, leveraging endorsements from top athletes. Despite its successful marketing strategies, Nike must continue to adapt and improve to address potential risks and weaknesses.

Uploaded by

mohamedaliim61
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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1.

Introduction

Nike, originally known as Blue Ribbon Sports (BRS), was founded by University of Oregon track
athlete Philip Knight and his coach Bill Bowerman in January 1964. The company initially
operated as a distributor for Japanese shoe maker Netsuke Tiger (now ASICS), making most sales
at track meets out of Knight’s automobile.

Nike is an American Multinational corporation that is engaged in the design, development


manufacturing and worldwide marketing and sales of:-

 Footwear
 Appeal
 Equipment
 Accessories and Service
2. Types of product or Service provider

Nike Incorporated consists of three operating segments: North America, Europe, Middle East &
Africa (EMEA), Greater China, and Asia Pacific & Latin America. A total of fourteen categories
of NIKE Product brands such as Running, NIKE Basketball, Jordan, Football (Soccer), Training,
and Sportswear are used to focus the company.

Nike produces a wide range of sports equipment their first product was tracking running shoes

They currently also make shoes, jerseys, shorts, cleats, base layer etc. for a wide range of sports
including baseball, ice hockey, tennis, soccer, basketball, and cricket.

Nike has recently introduced cricket shoes called Air Zoom Yorker designed to be 30% lighter
than their compotators.

In addition to running, NIKE offers products in a number of different categories, from Jordan to
football, NIKE for basketball, as well as Nike for golf and fitness.
3. Advantages and Disadvantages
Nike’s competitive advantage over other brands in the athletic footwear and apparel industry is shown
through their differentiation strategy, which helps them to incorporate value and uniqueness in all of
its products. Two key aspects of this strategy include their large-scale brand recognition and product
innovation. Firstly, Nike has more global brand recognition than any other brand in the world. The
well-known Nike swoosh and slogan, “Just Do It,” have made Nike more recognizable thanevery
other brand in their industry. In addition, Nike uses accomplished professionalathletes to promote
their products.

They believe that people remember the brand worn by the player, not the brand sponsoring the event
they play in. Some of Nike’s biggest athletes include Michael Jordan, Tiger Woods, and Cristiano
Ronaldo. Secondly, Nike prides itself in its product innovation. They have an entire department
named “The Nike Explore Team Research Lab” that is dedicated to creating and developing
sustainable innovations. One example of this is the Nike+ product line, which includes products such
as the Nike Fuel Band. This product allows you to track your daily activity while also allowing you
to communicate and share your progress with friends. In addition to their differentiation strategy,
Nike has very strong customer loyalty in comparison

4. Conclusion
The current promotional techniques used by Nike have merits, demerits and risks. Despite
demerits, and risks, Nike’s marketing strategy still remains one of the best in the industry.
However, the company should not be contended. Instead, it should constantly improve its
marketing strategies to offset the above risks and weaknesses.

5. References

https://www.slideshare.net/NishaMirpuri/nike-presentation-72326674

https://www.companieshistory.com/nike/

https://www.coursehero.com/file/p4l4n1a/Competitive-Advantage-Nikes-competitive-advantage-
over-other-brands-in-the/

https://writing-services.org/essay-examples/nikes-marketing-strategies-pros-and-cons/

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