Introduction
Blue Ribbon Sports now known as ‘NIKE’ was
named after the Greek Goddess of victory, founded, in 1965, by The University of Oregon track athlete Phil Knight and his coach Bill Bowerman. Nike has built the omnipotent ‘Swoosh’ {which
represents the wing of Nike, the goddess of victory} into one of the most
popular and known brand symbols on the planet.
The power of its brand logo demonstrates
the company’s superb marketing skills.
The company’s strategy of building superior
products around popular athletes and its classic ‘Just do it!’ ad campaign have
once and for all changed the face of sports marketing. [1]
Business Description:
“The Group's principal activities are to
design, produce, develop and market high quality sports and fitness footwear,
apparel, equipment and accessory products. It mainly markets athletic footwear
and athletic apparel worldwide. The Group also caters its products to tennis,
golf, soccer, baseball, football, bicycling, volleyball, wrestling,
cheerleading, aquatic activities, hiking and other athletic and recreational
uses. The trademarks of the Group include NIKE(R) and Swoosh Design(R) and are
sold under the brand names Cole Haan(R), Bauer(R) and
NIKE(R).”[2]
“The Group operates in six continents. Its
suppliers, shippers, retailers and service providers employ close to 1 million
people. The diversity inherent in such size is helping Nike evolve its role as
a global company”. [3]
