Case Study Analysis on Nike Corporation

Jun 21st, 2015
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Nike is a major US footwear, clothing and sportswear supplier based in Beaverton, Oregon. The company operates in more than 160 countries and employs over 44000 people across six continents.

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Case Study Analysis on Nike Corporation1. IntroductionHistoryNike is a major US footwear, clothing and sportswear supplier based in Beaverton, Oregon. The company operates in more than 160 countries and employs over 44000 people across six continents. Nike's revenue total of $20.862 billion in 2011 with total equity of $9.843 billion. Today Nike is considered the world's leading supplier of athletic shoes and apparel and one of the world's most famous and strongest brands.The company was founded in 1964 as a footwear distributor Blue Ribbon Sports by Bill Bowerman and Phil Knight (middle-distance runner from Portland). Initially, the company operated as a distributor for Onitsuka Tiger, the Japanese shoe maker. Most of the sales were made out of Knight's automobile. In 1967 the first retail store was opened.In 1972 the jump was made to manufacturing company's own brand of athletic shoes and the "Swoosh" brand mark was created. The first self-manufactured company's shoes used Bowerman's "waffle" design. They became extremely popular among the runners: they had special waffle-type nubs for traction and at the same time they were lighter than traditional athletic shoes. In 1979 Nike Air technology was successfully launched and by 1980 the company already attained 50% of national athletic shoe market. In 1982 Nike started to cooperate with Portland-based advertising agency Wieden+Kennedy. Many successful advertising campaigns were mutually launched and agency's co-founder D

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