A Cultural Study and Political Ecology of Nike Partially excerpted from Petrina‚ S. (2001). The political ecology of design and technology education: An inquiry into methods. International Journal of Technology and Design Education 10‚ 207-237. When we put our comfortable shoes on in the morning and take a step‚ our steps are always already scripted within powerful cultural processes. Shoes‚ no more so than the apparel covering our bodies‚ happen to provide particularly robust examples of how
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Bowerman and Phil Knight was first named Blue Ribbon sports. Their goal was to distribute high quality Japanese athletic shoes to American consumers in an attempt to compete with Germany’s domination of the athletic wear at that time (Adidas and Puma). Nike manufactures and distributes athletic shoes at every marketable price point to the global market. More than 40% of sales come from athletic apparel and sports equipment. Nike has distribution channels in more than 100 countries targeting primary
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Behavior in Women’s Athletic Apparel Today women’s athletic aparrel is both a highly profitable and competitive market. The $14.3 billion market is growing exponentially‚ about twice as fast as women’s clothing overall . The industry is also quite crowded. There are many companies and brands competing for the market share‚ including Lululemon‚ Athletica‚ Gap’s Athleta‚ and Lucy. Well known brands such as Nike‚ Under Armour and even Target are creating more high performance athletic apparel for women
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has become one of the most innovative and customer oriented shoe companies in the world. Sales increased by almost 361% from 1974 to 1976 and has been accompanied by moving the production facility to Boston in order to keep up with the rising demand and to increase production. New Balance’s innovations provide excellent heel and forefoot cushioning and availability in all widths‚ making New Balance one of the top contenders in the shoe market. This rapid growth and recognition gives the company a
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promotional campaign for the Beijing Olympics. Sportswear manufacturer Adidas’ recent merger with Reebok represents increased clout the firm can use exert on Nike in upcoming promotions for the Olympics. Nike which currently holds the majority of athletic footwear market has done an excellent job promoting its products to focus on target markets. 3 Both manufacturers target the same markets which include the Basketball‚ Soccer‚ and Football athletes‚ as well as‚ Hip Hop culture. 4 Promoting sales
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a revered place in society. Athletes‚ depending on the sport in which they engage‚ require apparel and accessories to compete as best they can. This fundamental necessity for the sportsman has created a massive market for sportswear‚ apparel and athletic accessories. Two companies that have taken the most advantage of the potential for growth in this industry are Nike and Adidas. These corporations sit atop the industry for many reasons‚ but on the whole they can attribute their success to their
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Today the company generated over $3.96 billion in 2015 and is poised to overtake that amount in 2016. The company is projected to reach over $5 billion in revenue this year. The shoe industry is up over 60% this year thus far largely in part of Steph Curry shoe sales. Under Armour is investing in many more athletes such as Tom Brady‚ Steph Curry‚ Brice Harper‚ and also Dwayne “The Rock” Johnson. Lindsey Vonn is the major female athlete‚ but Under Armour is definitely
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trustworthy) Create professional image - Reebok is worn by athletes and instructors Create consumer positive brand attitude toward Reebok - continuous sponsorship Keep Reebok brand exciting - Five TV ads each sold a different sports shoe Reinforce its brand position in consumers ’ minds - Four themes: performance‚ new technology‚ "classic" styling‚ and fashion Reinforce Message Delivery - used "real people" instead of star athletes (as research showed: purchases
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seem as if the shoes are limited. Once a shoe is released they may never be able to be purchased again. The sale of the sneakers is having a great impact on the economy. From the data collected it was stated that Jordan’s are fashionable and durable. This makes the product worth the money consumers are paying for it.
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human populations and segments‚ especially those used to identify consumer markets. Demographics include age‚ gender‚ race‚ and income. Nike uses marketing ads to target different segments of demographics. For example‚ Nike’s version of the toning shoe is designed to specifically appeal to women. Social issues influence consumer behavior around the world. Recently‚ there has been a heavy emphasis on thrift‚ health and wellness concerns‚ and green products. Social issues are always changing in
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