Company Overview• 1957 Phil Knight and Bill Bowerman
meet
• 1971 swoosh is designed by Carolyn Davidson
• 1980 Nike goes public
• 1981 Nike international is formed• 1985 Air Jordan basketball shoes
introduced
• 1990 first Nike Town opens in Portland OR.
• Global expansions
Strengths
• Athletic apparel for every sport• Recognized global brand• Multiple revenue streams
– Nike Town– Nike.com– Nike outlet– Nike employee store– Various retail shops– http://youtube.com/watch?v=_BB7kUUKVN0&feature=related
Tyler
Store Layout
The Nike Town layout is good at encompassing the marketing mix. This is achieved by huge photo murals of athletes with the Nike “Just Do It” slogan as part of the brand marketing strategy, easy and fun to shop, because of the unique design, series of pavilions dedicated to specific sports, easily flowing to other areas of the store so customers don’t feel trapped in a maze. The designers of the Chicago Michigan Nike Town Avenue store even managed to increased retail space by adding a fixture and incorporating the street into the marketing space by adding windows to showcase displays.
Weaknesses
• Susceptible to generic knock-offs• Open to world criticism about manufacturing
processes (negative image, sweatshops)
Doug
Opportunities
• Beijing Olympics• Branching into non main stream sports (Skate
boarding, snow boarding, skiing) X-games• Expand Nike Town stores into the international
arena• Advertising tailored to local marketshttp://www.youtube.com/watch?v=GX_5tzwVz3I
• Nike ID Website
Threats
• Adidas/Reebok and other sports companies• Rising manufacturing costs• Changes in political landscape (China)