Team 8 NIKE Brand Inventory
Brand Inventory Report – Nike Footwear
MAR6816 – Advanced Marketing Management
Summer 2015 2-Year Internet MBA
University of Florida
Team 8 Members:
Jordan Ariche
Stephanie Gomillion
Lauren Lupo
Ken Oliveri
NIKE BRAND HERITAGE
Nike was founded in 1964 as Blue Ribbon Sports and originally operated as a distributor for the Japanese shoemaker Onitsuka Tiger (known today as Asics). Bill Bowerman, a track and field coach, and Phil Knight, middle-distance runner, from University of Oregon, created the company. It officially became Nike Inc. in 1971, named after the Greek goddess of victory. Goddess Nike is often depicted with wings, giving rise to her designation “Winged Victory”. Bowerman invented a grooved pattern on the sole inside of a waffle iron. The waffle-type grooved pattern helped athletes grip the running track and were lighter than traditional athletic shoes. A Portland State University student designed Nike’s ‘swoosh’ logo in 1971 for a mere $35. The logo went through four iterations until it reached the solo swoosh it is today. The slogan “Just Do It”, created in 1988, was inspired by serial killer Gary Gilmore who said ‘let’s do it’ just before he was executed by a firing squad in 1977. Today, the logo and slogan are among the world’s greatest and most recognizable trademarks.
The first track athlete to wear Nikes was legendary American runner Steve Prefontaine in 1972. John McEnroe was the first global superstar to sign on with Nike in 1978. Michael Jordan signed an endorsement contract in 1984, giving the world one of the biggest selling sneakers in history, the Air Jordan. Today Nike dominates the global footwear market with a 38% market share. The company operates in more than 160 countries and employs over 44,000 people.
HOW IS THE BRAND POSITIONED VERSUS THE COMPETITION?
Nike ranks as the number one athletic shoe company in the United States. They stand against such competition as Reebok, Adidas, Puma, New Balance and Avis to name a few.
MAR6816 – Advanced Marketing Management
Summer 2015 2-Year Internet MBA
University of Florida
Team 8 Members:
Jordan Ariche
Stephanie Gomillion
Lauren Lupo
Ken Oliveri
NIKE BRAND HERITAGE
Nike was founded in 1964 as Blue Ribbon Sports and originally operated as a distributor for the Japanese shoemaker Onitsuka Tiger (known today as Asics). Bill Bowerman, a track and field coach, and Phil Knight, middle-distance runner, from University of Oregon, created the company. It officially became Nike Inc. in 1971, named after the Greek goddess of victory. Goddess Nike is often depicted with wings, giving rise to her designation “Winged Victory”. Bowerman invented a grooved pattern on the sole inside of a waffle iron. The waffle-type grooved pattern helped athletes grip the running track and were lighter than traditional athletic shoes. A Portland State University student designed Nike’s ‘swoosh’ logo in 1971 for a mere $35. The logo went through four iterations until it reached the solo swoosh it is today. The slogan “Just Do It”, created in 1988, was inspired by serial killer Gary Gilmore who said ‘let’s do it’ just before he was executed by a firing squad in 1977. Today, the logo and slogan are among the world’s greatest and most recognizable trademarks.
The first track athlete to wear Nikes was legendary American runner Steve Prefontaine in 1972. John McEnroe was the first global superstar to sign on with Nike in 1978. Michael Jordan signed an endorsement contract in 1984, giving the world one of the biggest selling sneakers in history, the Air Jordan. Today Nike dominates the global footwear market with a 38% market share. The company operates in more than 160 countries and employs over 44,000 people.
HOW IS THE BRAND POSITIONED VERSUS THE COMPETITION?
Nike ranks as the number one athletic shoe company in the United States. They stand against such competition as Reebok, Adidas, Puma, New Balance and Avis to name a few.
References: "A Brief History of Nike." Today I Found Out. N.p., 21 July 2014. Retrieved June 3, 2015 from http://www.todayifoundout.com/index.php/2014/07/history-nike/ The Campaign Evaluation - whereby this all starts.... (2011, September 5). Retrieved June 9, 2015, from https://diromero.wordpress.com/2011/09/05/the-campaign-evaluation-whereby-this-all-starts/ Ira Kalb, Marshall School of Business. (2013, February 25). One Of Nike 's Core Strategies Is In Danger. Retrieved June 9, 2015, from http://www.businessinsider.com/is-nikes-hero-athlete-strategy-in-jeopardy-2013-2 O 'Reilly, Lara. "11 Things Hardly Anyone Knows About Nike." Business Insider. Business Insider, Inc, 04 Nov. 2014. Retrieved June 6, 2015 from http://www.businessinsider.com/history-of-nike-facts-about-its-50th-anniversary-2014-11. Moon, G. (2014, January 21). The Secret Nike Marketing Strategy That You Should Know. Retrieved June 9, 2015, from http://coschedule.com/blog/nike-marketing-strategy/ Soni, P. (2014, December 29). NIKE US Macro Fundamentals And North American Revenue Drivers. Retrieved June 7, 2015, from http://marketrealist.com/2014/12/growth-factors-spiking-nike-revenues-earnings/comments Soni, P. (2014, December 30). Market Share Gain Spurs NIKE’s North American Footwear Revenues. Retrieved June 7, 2015, from http://finance.yahoo.com/news/market-share-gain-spurs-nike-153636267.html Strategy: Innovation in the offense. (n.d.). Retrieved June 9, 2015, from http://www.nikebiz.com/crreport/content/strategy/2-1-1-corporate-responsibility-strategy-overview.php?cat=cr-strategy