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The Story Behind the Brand – NIKE

Nike

Nike is one of the world’s best-known and well-known manufacturers of sneakers, sporting products, and apparel.

They are thought to have a market share of around 60% and have earned the right to be considered a pop culture icon.

In the footwear industry, the Nike swoosh is a powerful symbol. This unquestioned field leader has etched its name into pop culture history through high-profile sponsorships, slick designs, and public relations efforts. However, LeBron James’, Tiger Woods’, and Michael Jordan’s brands did not emerge anywhere.

How Did Nike Get Its Start?

Nike

The origins of Nike may be traced back to 1964 when Blue Ribbon Sports was founded. Phil Knight had just finished his undergraduate education at the University of Oregon, followed by an MBA degree at Stanford, leaving him two life-changing experiences. 

He was a member of the University of Oregon track and field team, where he met Bill Bowerman’s coach. Bowerman was preoccupied with refining his runners’ shoes, often experimenting with different models after learning from a local shoemaker. 

According to Nike, Knight was the first learner to put one of Bowerman’s shoes through its paces. As a result, Bowerman offered to take one of his shoes and modify it up with his unique design, seeing him as a safe and inconsequential runner to test his shoes on.

Knight accepted the offer, and the boots allegedly performed so well that his teammate Otis Davis borrowed them and used them to win gold in the 1960 Olympics in the 400-meter dash. To this day, Otis Davis claims that Bowerman made the shoes for him.

Knight went to Stanford’s MBA program after graduating from Oregon. He published a paper proposing that running shoes be moved from Germany to Japan, where labor was cheaper.

With a trip to Japan immediately after his graduation in 1962, Knight put this theory to the test. He agreed with a group of Japanese businesspeople to export the country’s well-known Tiger shoes to the United States.

Coach Bowerman had long believed that while German shoes were the best on the market, they weren’t too special to be replicated or even improved upon. So they agreed to a 50-50 split in ownership of their new company, Blue Ribbon Sports, founded on January 25, 1964, in Eugene, Oregon. 

History

After starting Blue Ribbon Sports, Knight tested the waters with his imported shoes, initially selling them out of his car when he returned to the United States. After starting Blue Ribbon Sports, Knight tested the waters with his imported shoes, initially selling them out of his car when he returned to the US.

Early on, it was evident that there was a market for these less expensive but still high-quality alternatives to the industry leaders, Adidas (ADDYY) and Pumas (PUMSY).

Bowerman offered Tiger a new shoe design in 1965 that featured a cushioned innersole, soft sponge rubber in the forefoot, and hard sponge rubber in the middle of the heel to provide runners with the necessary support. 

This design was both a huge hit and a subject of contention between Blue Ribbon and its Japanese supplier. The Tiger Cortez, as it was known at the time, was released in 1967 and became an instant hit due to its comfortable, durable, and elegant design.

However, Blue Ribbon and Tiger’s relationship deteriorated around the time of its triumph. Knight alleges that the Japanese corporation attempted to sink Blue Ribbon to get out of its exclusivity agreement. Tiger claims to have founded Blue Ribbon Sports, which marketed its version of the Tiger Cortez as “Nike.” 

Bowerman, never one to pass up an opportunity, poured melted urethane into his waffle iron. But, unfortunately, he forgot to spray the iron with an anti-stick agent, and it bonded shut.

Nonetheless, the concept had taken root, and he built his ideal sole with the help of another waffle iron and, presumably, a good spray. The classic “Waffle Trainer” was born.

Early to Mid-Nineteenth-Century Market Dominance

In 1990, the business sued two competitors for infringing its copyrighted shoe designs. Then, it got into a legal battle with the United States Customs Service over its Air Jordan basketball sneakers import duties. 

The company’s revenues peaked at $2 billion in 1990. The corporation bought Tetra Plastics Inc., a manufacturer of plastic film for shoe soles. In Portland, Oregon, the corporation created NikeTown, a prototype store selling Nike product lines.

By 1991, Nike’s Visible Air sneakers had allowed them to outperform Reebok in the United States. Nike sales reached $3 billion in the fiscal year ended May 31, 1991, for the record sales of Nike Air sneakers and a rising overseas market. 

Its efforts to conquer Europe were beginning to bear fruit; sales in that region surged by 100 percent that year. They totaled more than $1 billion, putting it second only behind Adidas in terms of market share.

The Nike shoe market in the United States has matured, with yearly growth falling to 5%, down from 15% between 1980 and 1988. The Nike shoe market in the United States has developed, with annual growth dropping to 5%, down from 15% between 1980 and 1988.

Nike’s women’s shoe and sports apparel divisions also recognized room for expansion. As a result, Nike launched a $13 million print and television advertising campaign for its women’s segment in February 1992. 

In 1992, Nike celebrated their 20th anniversary with virtually no debt and $3.4 billion in revenue. In addition, sales in its retail segment, which had expanded to include 30 Nike-owned discount retailers and two NikeTowns, boosted gross profits by $100 million in that year.

By 1995, the firm had a 30 percent market share in the United States, considerably outnumbering Reebok’s 20 percent. Moreover, revenues from overseas continued to climb steadily, reaching over $2 billion in 1995, accounting for roughly 40% of total revenue.

What was the name of Nike’s First Shoe?

According to Sotheby’s, the so-called 1972 “Moon Shoes” was one of the first, if not the first, Nike shoes. This scarce pair of early Nikes was created for athletes competing in the 1972 Olympic Trials in Munich.

Unfortunately, according to The Vintage News, only 12 teams were ever designed. As a result, the pair sold at an auction was never worn.

Bowerman, Nike’s co-founder, famously used his wife’s Belgian waffle oven to mold the shoes’ rubber “waffle” soles.

How environmentally friendly is Nike?

While Nike has taken steps to improve its environmental stewardship, it still has a long way to go. Such as joining the Sustainable Apparel Commission and using reusable materials in its garments.

Nike’s failure to eliminate hazardous components from its supply chain has been the primary source of environmental criticism. As Greenpeace points out, this impacts everyone from manufacturing workers to waterways to customers.

The dangerous chemicals damage the environment, endangering individuals who work with them, and perpetuating a potential health risk among Nike garment consumers.

Nike has stated that it is attempting to eliminate these harmful substances. While these claims have been viewed with skepticism in recent years, Nike demonstrated significant progress in 2018, growing its PFC-free portfolio to 93 percent of its items.

What happened in 2019?

In 2019, most of Nike’s news had focused on their political viewpoints. For example, the company canceled the release of a sneaker with Betsy Ross’s 13-star American flag on the heel only days before the Fourth of July.

According to the source, this decision was made after Colin Kaepernick privately expressed his displeasure with the design to Nike, citing the 13-star flag’s historical significance as a symbol of America under slavery. And its use by hate groups such as the Ku Klux Klan alongside the Confederate flag.

Regardless, Nike’s decision to discontinue the sneaker ignited a media frenzy, with conservative pundits and social media commentators blasting the company for its lack of patriotism.

Nike has also announced plans for a children’s subscription program. It comes when garment retailers are increasingly turning to subscription-based business models to entice customers.

It will be Nike’s first test, and it will allow children aged 2 to 10 to have varying access to a range of approximately 100 sneakers for a monthly charge.

Nike Merchandise

Because Nike produces around 27% of its gear in China, the likelihood of higher tariffs poses a severe threat to its supply chain. The corporation has taken steps to address the problem, gradually relocating more of its operations from China to Vietnam.

Nike has fared relatively well despite these looming concerns in 2019, even appearing among the Dow’s top 15 expert picks.

Products & Services of the Company

The firm Nkе, nс. is well renowned for their t роrt еquрmеnt and fаhоn арраrеl. However, their first product was track-running hoes. They currently manufacture hoes, hоrt, сlеаt, bае lауеrs, еrеу, and other items using a variety of materials such as tеnn, hосkеу, and other materials. 

Thе rесеnt аdоrning wоrk оf Nkе, nс. thе rесеnt аdоrning wоrk оf Nkе, nс. thе rесеnt аdоrning wоrk оf Nkе, nс. r Zооm Yоrkеr, which is 30 percent lighter than its competitors.

Apart from being hounded by the checkers, Nkе also sells shoes for other sports such as golf, football, volleyball, cycling, tennis, wrestling, and many others. Rесеntlу Set thе tеаm uр wth pрlе nс. tо mаkе оmе hое thаt hаvе a реrfоrmаnсе link tо thе оd nаnо.

Nike’s Net Worth

As of 2021, the brand is worth $34.6 billion. Nike is named after Nike, the Greek Goddess of Victory. Not only do they make sportswear and other equipment, but they also have a retail store called Niketown.

Market Strategy

During the New York Marathon broadcast in 1982, Nike aired its first three national television advertisements, developed by newly formed ad firm Wieden+Kennedy (W+K). Nike was named Advertiser of the Year twice at the Cannes Advertising Festival in 1994 and 2003, making it the first corporation.

Nike was an early user of internet marketing, email management technology, and multimedia marketing campaigns using broadcast and narrowcast communication technologies.

Nike released a new collection of T-shirts as part of the 6.0 campaign, with words like “Dope,” “Get High,” and “Ride Pipe.” Unfortunately, sports terminology is also a double entendre for drug usage. After viewing the shirts in a window display at Boston’s Niketown, Mayor Thomas Menino expressed his displeasure with them. He urged the store to take them down.

Beginning with the 2017–18 season, Nike secured an eight-year deal with the NBA to become the league’s official uniform supplier. The brand replaced Adidas, the league’s uniform provider, in 2006.

Program

The Nike Community Ambassador Program enables Nike employees worldwide to contribute back to their communities. Over 3,900 Nike staff from various stores taught kids about being active and healthy.

Final Words

Nike is a brand that everyone is familiar with and can be trusted blindly. It’s well-known for its high-quality items that are both comfortable to use and simple to maintain.

However, people should exercise caution when ordering items on the internet because numerous fakes and counterfeits are available.

Make sure the merchant is a Nike-registered service provider before placing an order. And, if possible, submit your orders directly on Nike’s official website.

Read More Most valuable brands in 2021

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