Nike is an American multinational, currently established internationally. Its activity is specialized in clothing, shoes and sports material. This company has been in competition for several years with large companies such as Adidas, Asics, and Reebok, and was unique with its perpetual capacity to innovate and adapt to various markets. This company was also made known by its inimitable logo: recognizable among many other brands. However known and recognized throughout the world, this logo was created by a young woman, for the moderate amount of 35 dollars. This sum appears certainly ridiculous in comparison with the fortune which Nike represents currently.
The name of this company is directly related to sports: Indeed, it is inspired by the Greek goddess Nike, which means Victory. The winged goddess is believed capable of moving at high speed.
Nike was founded in 1950 by Bill Bowerman. The establishment of the company was a slow process, in fact, the founders first had the idea of importing Japanese athletic footwear which were inexpensive and highly technical. Phil Knight, Bill Bowerman's partner, once said, "We fought a monopoly, and the exploitation of Athletic sponsors by cynics. We live the authenticity of sports. Their first company Blue Ribbon Sports began to sell shoes in Japan. Since its inception, the Nike headquarters has been located in Beaverton, Oregon. Bowerman, in the mid-60s, decided to create his own models of shoes. He was joined by Johnson, who opened the first company store in Santa Monica, United States, it was then renamed as the company as we know it today: Nike.
In the 70s, Nike created its first models, which came up as a revolution in the sports world. Indeed, Nike now produces shoes with soles that can absorb shocks and help in rebounds. Nike has always been targeted to improve comforts in sportswear: Nike was first devoted to athletics and has developed its concept with a multitude of sport brands.
In the 80s, the brand began to make itself known, and entered into the first contracts with major sports celebrities of the moment. In addition, for communication, the approach of Nike advertising expanded with the creation of a slogan: "Just do it." Its rise continued with time and in 1981, Nike became the number one shoe manufacturer in the US, the company then entered the stock market. It was also the time when Nike exported its products worldwide, and adapted its products by region.
In 2008, Nike achieved revenues of $18.6 billion. That same year, Nike employed 30,000 people. In addition, its market value amounted to 18.627 billion dollars. Today, Nike has signed a contract with more than 700 stores worldwide, and has stores in 160 countries and factories in 45 countries outside the United States. Most plants are located in Asia: Indonesia, China, Taiwan, India, Thailand, Vietnam, Pakistan, Philippines and Malaysia. Nike is now a company active in three different markets, the market for sports shoes, textiles, and the equipment and sports equipment.
[...] The companies also agreed to recognize the right of workers to freedom of association, and not discriminate on the grounds of race, sex, etc . Furthermore, they must train employees on their rights. In 1998, the company adhered to the FLA (Fair Labor Association). Nike agreed to submit to regular inspections of working conditions according to standards set by the NGO. This NGO is committed to providing shareholders and consumers with objective and credible social information. Nike promised remedies for breach of contract when audits revealed violations of human rights on production sites. [...]
[...] Nike has had a two-phase development strategy, owing to its assets and the will of the management. II Nike's strategy Nike is a brand that has managed to find recognition, both for its qualities in sports and in terms of its image. Nike gives an impression of cool clothes, worn by the young people. Nike has a strong position in terms of the sociological image of jogging. Therefore, many people assimilate this image of "youth dressed in sports clothes."Nike also wanted to give a taste of self-transcendence and speed. [...]
[...] The takeover occurred in June 2003, and strongly influenced the economic landscape of the time. The merger was also a reminder of the past as Converse had always refused to sponsor Michael Jordan. The company was purchased by Nike for $ 269 million. Nike's health was excellent in 2008, and it did not really seem to suffer from the financial crisis. This company remains the number one sports brand in many markets. The ever-increasing innovations allow Nike to maintain its place. [...]
[...] • Nike official website (November 2008) available on www.nike.com • Guided tour of Nike Headquarters - (November 2008) available on www.myfreesport.fr Appendices No 07.30 - April / May 2007 filièresport.com NIKE THIRD FRANCHISE Nike opened a store of 295 m2 in the mall Belle Thorn in Thiais (94). This new store is the third - after theopenings of Marseille and Monaco - to be operated franchise. This new opening confirms the announcement made by the management of Nike International to open a hundredShops in the world in three years. [...]
[...] Nike's strategy is focused on branding, especially that of the stars. What is branding? It can be defined as the act of attaching the brand to a product to distinguish it from other products. Literally, it means the power of the brand, in reality it's just the tactic of "hammering" images of Nike in the media. This is what economists call the "opportunist brand", the idea that a company uses to conduct its current campaigns in many pubs. This strategy orchestrated by Nike aims to make the brand ubiquitous, and this is done thanks to TV commercials and the Internet. [...]
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