Nike Marketing Mix Essay

Nike was introduced in 1971, as a small organization which has grown into a multi-billion organization, as one of the top sellers of sports apparel as well as having endorsements.

Bill Bowerman and Phil Knight started Nike Inc. in 1971, formally known as Blue Ribbon Sports. Bill Bowerman was a former track and field coach at the University of Oregon, and Phil Knight was a student-athlete at the University of Oregon. After numerous years of supplying under Blue Ribbon Sports, the two decided to enter the athletic shoe manufacturing business. The first employee of the company was Jeff Johnson, who helped them with branding what is known today as NIKE Inc.

Nike is one of the most well established companies who sponsor famous athletes that impact their buyers in a more inspirational and positive way. Although Nike has been keeping their illegal sweatshops in hiding and not revealing the truth to its consumers. Nike could solve these problems of their illegal sweatshops and fix their business image and still be one of the biggest companies.

NIKE Inc. is one of the world’s biggest sporting brand based in Oregon USA. Founded in 1968, NIKE is the world’s biggest designer marketer and seller of athletic footwear, sports equipment, apparel, accessories and services, by sales revenue of $21.5 billion in 2012 (NIKE, 2013). With 48000 employees, NIKE’s operation cuts across different regions in the world

Their research and development division spreads across every other division in the entire company. Their global expansion adds to their inspiration and creativity and they are showing no signs of slowing down. Nike has become a global household brand and they have dominated their market. Famous athletes and designers strive to work with Nike to create new lines which only helps Nike’s reputation as the best brand for serious athletes. They not only keep track of style trends but also fitness trends as well to keep up with the changing times.

Nike has also grown its brand through celebrity endorsements. It spends a great deal of money sponsoring athletes, but it pays for itself tenfold. By endorsing influential celebrities and elite athletes, Nike is aligning itself with greatness while also empowering the consumer. As stated before, Nike customers aspire to be like the athletes they see in the commercials. They hope that by wearing Nike products they can achieve the same level of athleticism as their favorite athlete. You can even take it a step further and say the association between Nike and its prestigious athletes makes

Nike started with track shoes and later on running shoes. In the 90s, as the US hosted the World Cup of soccer, advisers suggested Nike tap the huge worldwide soccer shoe and equipment market (The Independent, 2004). Previously, it has successfully controlled 50% of the $35 billion basketball shoe segment, while the golf market has been penetrated with the help of Tiger Woods, a long-time endorser (Katz, 1994).

Great company to discuss. I myself almost chose Nike as well, because of the brand and how well known they are. It seems like they are a company that has been around since athletes and athletics were in the mains stream spotlight. This is because as you state you cannot go outside without seeing a Nike logo or brand image at least once. This is a company that has built a reputation and status world wide, you don’t have to speak English to understand what the Nike “swoosh” logo stands for. That is the amazing and powerful impact it has made, through international sports teams/players to being sponsors of competitions like the Olympic Games. Do you think that by keeping their brand visual simple for so many years has helped build this status?

Nike, Inc. has been the world’s leading innovator and provider in athletic footwear, apparel, equipment and accessories for 50 years. Their mission has been to bring inspiration and innovation to every athlete in the world; if you have a body, you are an athlete. Arguably one of the most innovative companies in the world, Nike has built its brand into an iconic world-class powerhouse that continues to dominate the market with no signs of slowing up. Nike’s marketing and advertising have been breakthrough, aspirational, and legendary over the years, featuring high-profile athletes and heroes.

Nike invested in their brand by getting sports heroes to advertise for their brand such as Michael Jordon, Tiger Woods and the Brazilian football team. This further fuel the products appeal towards the consumers.

With that being said, it exerts pressure to the company as customers will hold a certain degree of bargaining leverage as they can easily switch to other competitors so as to be able to gain more profits for themselves. As a result, Nike will have to lower their product price in order to retain and attract more customers. Hence, the high buyer power poses as a threat for the company.

Today Nike Inc is the largest manufacturer of sports footwear, apparel and equipment with worldwide revenue in excess of $25 billion in 2012 under various labels including Nike, Nike Golf, Converse and Hurley. Seventy percent of the company’s value is derived from footwear and apparel sold under the main brand Nike with Nike footwear commanding a market share

    Nike’s sales have been a major indicator of their success in the footwear industry designating themselves as the number one competitor. Nike has been a top brand in the footwear industry and their records verify this information accordingly. For instance, in 2015, Nike's net income

Nike, one of the top listed shoe companies in the current world, begun their business in 1962. (Reynolds) The company focused on high-quality running shoes designed especially for the athletes. They have been able to establish a huge customer market all over the world through their quality products and strong marketing concepts. They run their marketing by using top athletes in their advertisement all over

Currently, Nike is one of the biggest manufacturers, suppliers and marketers of athletic shoes, sports equipments and sports apparels. The revenues for the year 2013 were reported to be about $25.3 billion.