Introducing.. The Nike Project
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Nike was founded in 1964 by Phil Knight and Bill Bowerman to produce high-quality running shoes. It has since grown into the world's largest sportswear company through strategic partnerships with athletes, innovative product design, and effective marketing. Nike focuses on designing and marketing athletic footwear, apparel, and equipment for sports like running, basketball, soccer, and more. The company uses sponsorship of star athletes, attention-grabbing advertisements, and trendy retail stores to promote its brand globally and maintain its position as the top brand in the sports industry.
Introducing.. The Nike Project
- 1. NIKE
- 2. Brief HistoryPhil Knight and Bill Bowerman formed Blue Ribbon Sports to make quality running shoes. Sold shoes at Track Meets.Nike, named after the Greek Goddess of Victory1972 Olympics, convinced some of the runners to wear their shoesBy 1979 had obtained 50% of the running shoe marketWent public in 19801992, opened the first NIKETOWN1997, launched Jordan-Brand footwear2000, expanded into the electronic market such as heart monitors, two-way radios, and MP3 players.
- 3. BrandNike is the number one sports brand in the world.Nike signs with some of the top athletes of each sport to represent Nike to the fullestNike wants to be seen as a symbol of strength, dedication, hardwork, sweat, and perseverance that will create the desire to succeed.Nike wants to sell a feeling and an emotion
- 4. Nike is engaged in the design, development and worldwide marketing of footwear, apparel, equipment, and accessory products.25,000 retail accounts in the US.In nearly 200 countries.Athletic footwear designed specifically for athletic use.Creates designs for men, women, children in a variety of categories: Running
- 5. Basketball
- 7. Tennis
- 8. Golf
- 9. Soccer
- 10. Baseball
- 11. Football
- 12. Bicycling
- 13. VolleyballNike Commercial Nike Commercial 2
- 14. Strengths and WeaknessesStrengthsVery competitiveSponsorship of top athletesValuable coverageNo factoriesIf prices rise and can be made cheaper somewhere else, will move the production.WeaknessesVery diverse range of sports products but is very dependent on footwearCould be vulnerable if for any reason market share wears away
- 15. OpportunitiesNike as a fashion brand
- 16. OpportunitiesThe World Cup & Olympics
- 17. Nike’s CompetitorsAdidasNew BalanceConverse (prior to being bought by Nike in 2003)PUMASketches U.S.ATimberlandUnder ArmourK-Swiss
- 18. ADIDASKnown for their athletic shoes#2 maker of sporting goods in their current marketRecently won the sponsorship for the 2008 OlympicsBought Reebok in 2006Sponsor Kobe Bryant, David Beckham & Anna Kournikova“Impossible is Nothing”
- 19. Under ArmourTop of the market for performance apparelJust starting to come into athletic footwearIntroduced football cleats in 2006Introduced baseball/softball cleats in 2007Primary consumers are men but are expanding towards women and childrenOffers clothing made from new technology to keep athletes warm/cool
- 20. Nike SalesDistributes and sells in over 25,000 retail accounts in the U.S.Stopped selling their shoes at Sears and announced a partnership with Footlocker in 2007.Launching House Of Hoops by Footlocker which would hold only Nike productsInvesting more time and money into the international markets, specifically Asia/Pacific (15% of total sales)Introduced new line of retro shoes to the Chinese in February of 2008 to commemorate the 1984 Olympics Partners with Apple to come up with Nike Plus-branded shoes
- 22. Nike’s High Quality ProductsNike uses innovative strategies to always stay above to competition.Always introducing new products such as Nike Shox, shoes with ipods, etc. Allow consumers to personalize their own apparel.On the Nike Website can “build” their own shoe
- 23. “Build” Your Own Shoe
- 24. DemographicNo defined demographicAnywhere from white male 17-50 athlete to a female 65 and older who needs shoes to walk in for simple exerciseNike avoids targeting specific markets, preferring to broaden its appeal across boundaries of age and social statusCovers every sport, age, demographic and budget of every athlete
- 26. NikeSegmentsNike BasketballNike WomenNike GolfCole HannConverse
- 27. Nike BasketballMost successful division of NikeAir Jordan broke Nike into the basketball worldTargets 16 year old males & femalesViral video campaignMJ Commercial
- 28. PromotionalStrategyHigh qualityStylish sporting apparelInnovative Risk takingHigh profile sponsorships“Word-of-Foot” to sponsorships and TV Ads.Nikes has won many awards for their advertisements
- 29. PromotionalStrategyWant to encourage people to be active to promote a reason to purchase their products“You either ran today or you didn’t.”Meant to inspire.Produce different ads depending on where the ad will be seen.
- 30. Marketing MixUses three of the four main factors in the marketing mix:AdvertisingSales PromotionPublic Relations
- 31. Project By:Amy DeMallieTess MauriciLindsay DixonHaylieOstroskyCourtney Rivers