Nike’s “Just Do It” campaign was able to build off of the fitness craze of the 1980s. Their main competitor, Reebok, had already successfully tapped into this market and controlled a sizeable portion of the sneaker business. Nike used celebrity endorsements in their marketing to appeal to consumers and ensure them that if their product was good enough for celebrities that it was good enough for them. The “Just Do It” campaign and celebrity endorsements made wearing Nikes the hip thing to do for both the athletic and non-athletic consumers alike. As a result of the company’s marketing, Nike saw their market share jump from 18% to 43% in the 1990s, and their sales increase from $800 million a year in 1988 to upwards of $9.2 billion in 1998 (D. Drew Design,…
The current manufacturing practices of the sneaker industry, in particular companies such as Nike, Reebok, Adidas, Converse, and New Balance, takes place throughout the globe. With the industry experiencing severe competition, and the product requiring intensive labour, firms are facing extreme pressure to increase their profit margins through their sourcing practices. The following paper will analyse the sneaker industry, while examining the multitude of viable manufacturing options, and critiquing their current manufacturing structure.…
Nike is the world 's leading designer, marketer and distributor of athletic footwear, apparel, equipment and accessories for a range of sports and fitness activities. Nike is headquartered in Beaverton, Oregon and owns facilities in Tennessee, North Carolina and The Netherlands. The company operates in the Americas, Europe, the Middle East, Africa and Asia Pacific.…
Nike has striven to become the world's largest marketer of athletic footwear. Nike products are sold throughout a large amount of retail stores. Their products are also available online for purchase. The company Nike is known to operate and facilitate domestically and overseas. From previous experience shopping with Nike they are known for having great products and a numerous selection of items to choose from. They include a large variety of athletic shoes for all ages and genders. Nike shoes also come in different styles to fit everyone’s needs. People can purchase running, training, and basketball shoes, and all other sporting goods from Nike. Clothing is also one of Nike’s biggest selling items. The company offers t-shirts,…
In the early 2000s, when this ad was first published, Lance Armstrong was at the height of his fame for doing the impossible in two different realms: overcoming what appeared to be a fatal diagnosis of cancer, and subsequently winning numerous Tour de France races after his cancer treatment was finished. Nike elicited the grandeur of Armstrong’s respected status in society to promote its brand. In contrast to this valiant glory, Nike was undergoing a firestorm of public denouncement and criticism amidst a sweatshop scandal. Outcries over Nike’s use of factories that use sweatshop labor and pay wages below subsistence levels caused many groups to insist that sports teams, universities, and stores sell other brands besides Nike that don’t use unethical practices. Nike utilized the ad and the ethos and credibility of Armstrong’s pristine character to appease its desperate need of positive publicity and to re-establish its public image. Nike’s use of yellow and black themed lettering and texts display the company’s sympathetic view towards cancer, and remind the audience of the major support Nike had given to the LiveStrong foundation. The rhetorical exigence of Nike’s need to affirm its preeminent status was solved by connecting Armstrong’s beloved appeal to Nike’s signature slogan, logo, and company as a…
1. Reconstruction; Reconstruction refers to the period after the civil war. It was during this time that America was beginning to clean up from the war and rebuild the country. The north and south were finally coming back together, and that brought great changes to America. The ways of living before were different compared to what they were during and after the reconstruction.…
We began making shoes in Taiwan and Korea, and in a bold experiment in 1977…
As a high-end and professional sportswear and sports equipment brand which was established in 1996, Under Armour has been favoured by American athletes and consumers. Although Under Armour is a household brand in the United States, it was losing the vast majority of female consumers because of its emphasis on masculinity in the previous advertising campaign. Under Armour was facing a double challenge in the promoting of there women's sportswear, which brought by the traditional sports brands being represented by Nike and Adidas, and fashion sportswear brands such as Victoria’s secret and Lululemon. In this case, Under Armour need to…
Kimi Ford manages a large mutual fund for NorthPoint Group. Her company is trying to decide whether or not to invest in Nike’s stock, which has been declining in price in the past year. Kimi has asked her assistant, Joanna Cohen, to estimate Nike’s weight average cost of capital (WACC) to help make this decision (Case 13, pg. 58). We looked at Joanna’s estimates and discovered a few problems that she made when estimating her cost of capital.…
Powershirts is a potential e-tailing partner for a clothing manufacturer located in Guadalajara, Mexico. The information we were given about Powershirts and the manufacturer is very limited, and we had no direct contact with management. The manufacturer has sold shirts in the Mexican market and has also sold men's slacks in the United States under a label undisclosed to us. They can produce shirts in any color; sleeve length, weight, and can add a logo to their products. While we do not have specifics regarding plant capacity, financial resources, or cost information, we have been told they have sufficient capacity and financial reserves to expand. Our goal has been to consider potential markets Powershirts may enter, and to prepare a general marketing plan, including web site design and content.…
Have you ever wondered how diabetes has affected millions of women in the U.S.? Diabetes has been around for many years and is a chronic physical health problem and can lead to death and many, many more chronic illnesses over a woman’s lifetime. One of the major problem of having diabetes is that it can lead to depression. Depression had been diagnosed in many women and will continue to be diagnosed.…
Carl Rogers (1902-1987) was the American psychologist who developed person -centered therapy. His views about the therapeutic relationship radically revolutionized the course of therapy.…
Nike's "Risk Everything" commercial aired two and a half years ago in anticipation for the 2014 World Cup. The purpose of Nike's ad was to show the consumer that their brand and product was superior to the competition. Nike used the enthusiasm and excitement swirling around the World Cup to appeal to the market in various different ways. The purpose of this is to show the audience that Nike's brand is capable of putting you in the place of your favorite soccer star and making you feel like one of the greats. This ad does a splendid job of targeting a wide range of people. On the surface it may look like the company is only targeting soccer players, but it could appeal to just about any athlete, or anyone who looks up to an athlete. Nike targets…
SHIRTS ” has been carried out by me under the guidance and supervision of Professor Jai…
From the start, Nike’s marketing campaigns featured winning athletes as spokespeople. The company signed on its first spokesperson, runner Steve Prefontaine, in 1973. Prefontaine’s irreverent attitude matched Nike’s spirit. Marketing campaigns featuring winning athletes made sense. Nike saw a “pyramid of influence”—it saw that product and brand choices are influenced by the prefer-ences and behavior of a small percentage of top athletes. Using professional ath-letes in its advertising campaigns was both efficient and effective for Nike.…