Nike, Inc. was started by Bill Bowerman and Phil Knight. The
company began with Bowerman and Knight being local distributors for the
Onitsuka Tiger footwear brand. Many organizations withing Nike are formed as
well, including Nike Regrind, Nike P.L.A.Y., and Nike NEAT. Nike's footwear technologies also develop,
with new products including Zoom Air and Huarache Fit. At the turn of the new
millennium, Nike continues to grow. Nike
Air Jordans become extremely popular, and shoes become retroed, or reproduced,
to meet growing demands of Air Jordans. Nike rang in the new millennium with a
new footwear cushioning system called Nike Shox, which debuted during Sydney in
2000. The development of Nike Shox culminated more than 15 years of
perseverance and dedication, as Nike designers stuck with their idea until
technology could catch up. The result was a cushioning and stability system
worthy of joining Nike Air as the industry’s gold standard. Just as Nike’s
products have evolved, so has Nike’s approach to marketing. The 2002 “Secret
Tournament” campaign was Nike’s first truly integrated, global marketing
effort. Departing from the traditional “big athlete, big ad, big product”
formula, Nike created a multi-faceted consumer experience in support of the
World Cup.
Today, Nike continues to seek new and innovative ways to
develop superior athletic products, and creative methods to communicate
directly with our consumers. The company has continued to expand in new ways,
including strong growth in China and a deal to become the official sponsor of
the National Football League beginning in 2012.
Nike's Company Goals are to:
1) Provide an environment which develops people
to maximize their contribution to Nike
2) Identify focused
consumer segment opportunities
3) Provide quality
and innovative services and products internally and externally
4) Establish and
nurture relevant emotional ties with consumer segments
5)Maximize
profits.
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