Phil Knight and Bill Bowerman imported Japanese shoes and created BRS “Blue Ribbon Sports”.
First polemic with the advertisement “you don't win silver – you lose gold” First partnership with football team
Strategy of Nike
Knight & Bowerman sold the shoes in special athletes events, themselves.
Apparition of a marketing strategy: based on people who are athletic oriented.
Good communication with athletes due to their knowledge about sport.
Able to explain the technologies and advantages.
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