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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