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History Of Nike: The Fashion Of Sports

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Athletes often look to accomplish their goals and try to strive for greatness. To achieve those goals athletes need to be equipped and supported by the right person or sponsor. For athletes to be successful, Nike may just be the right sponsor and place to get equipment. Nike has been a cornerstone for many athletes and has changed the game by endorsing and providing comfortable and stylish merchandise for great athletes, which is visible in Nike’s success. Nike has been successful because of their new technology, innovation, and endorsements. Before Nike, competition between athletes and between sports was not at the high level it is now. When Nike started sponsoring athletes, athletes saw that as a reward that all of them had to get. Competition …show more content…

Nike kept working with fashion designers and kept working with the top shoe designing companies to keep people satisfied. (¨Nike: The Fashion of Sports¨). Their success is due to the importance that they give their customers. Nike’s endorsements and the amount of money they have made is evidence that they are doing better than competing brands due to their game changing strategies.People choose to spend millions of dollars on merchandise that are specialized for certain sports,but those people do not play the sport (¨Nike: The Fashion of Sports¨). What helped Nike reach the level that they had reached was the athletes that they chose to endorse and basically hitting the jackpot with those amazing athletes The reason behind that is because of the famous endorsements.”Nike regained the worldwide lead in 1989 after successful marketing campaigns featuring Michael Jordan and Bo Jackson boosted sales. Nike has retained the industry 's top position ever since” (¨Nike¨). All because of Nike’s new ideas and innovation they have stayed on top and has not change for a period …show more content…

”As opposing athletes tried to explain the exceptional skills of Michael Jordan, Nike spokesman and basketball star since 1984, this was the only explanation they could find. Conveniently for Nike, this explanation would also help to make "Air Jordans" the shoe that formed this new link between fans and their stars, as millions of fans purchased a pair in hopes that the shoes would give them a piece of Jordan 's unique gift” (Black). Competing brands have only focused in the productions of one single sport and not a variety. In the 1990s, Nike started to expand into producing for more sports and soon became more popular in golf and soccer(¨Nike¨). ”The company produces shoes uniquely designed for various sports, including track and field, baseball, golf, lacrosse, soccer, football, walking, and running” (¨Nike¨).Nike success was from selling running shoes,but then chose to expanding into various sports

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Sports and Brands Today the sports industry is a multi-billion dollar business and everyone knows that with hard work and potential you could walk into a world where your next sponsoring deal is just around the corner, but where does this whole industry have its roots? Throwback to the 19th century: Sports like boxing or rowing had been around for decades. Professional boxing was even seen as a job but sports in general were not seen as serious as they are now. Amateurs and Professionals could take part in rowing championships.

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Walking into any sports store, the shelves will be filled with Nike brand and it’s basketball subsidiary Air Jordan sneakers and products. For decades, the Air Jordan brand has came out on top in sales against competitors. But, during its early years, Nike was struggling because their sales were slowly dying. At the time Michael Jordan was a rookie and was introduced to the brand in the hopes of him signing a deal to join Nike and put them back on top. Michael Jordan himself, was already gaining media attention for his act on and off the court.

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When it comes to athletic apparel, the first company people think of is either Nike or Adidas. Why is this so? Both Nike and Adidas have done an impressive job in marketing their products, with popular spokesperson like Kobe Bryant or Derrick Rose. Nike’s success is attributed to its products contributing to the success of the athletes who purchase them. Nike and Adidas seemed as though they had control on the athletic apparel oligopoly, but recently, Under Armour has become a serious competitor to the two companies.

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1) Explain Nikes success in Football since 1994 Nikes strategy in the marketing world has evolved every year, growing and becoming stronger and more world wide known. In 1994, Nike in the football world was small and wasn’t keeping up with the big competitor of Adidas. Nike took every chance they received to grow their brand internationally which started off with the world cup in 1994 in the United States.

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Nike draws in peoples’ attention and gets viewers to agree with them and buy their product with the help of these three factors. Nike is a very successful company because of how they draw in their audience and display their commercials using ethos, pathos, and logos. The company Nike just celebrated their 25th “Just Do It” anniversary. The commercial is filled with

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In 1985, Michael Jordan teamed up with Nike and established Jordan Brand. In his article, “The Jordan Impact”, Kenneth Cortsen highlights how Jordan used his success on the court to help his marketing for his brand as well as others brands. For example, Cortsen quotes Graeme Turner who states that “one year after signing Michael Jordan for Gatorade’s “Be like Mike” promotion, Gatorade’s annual revenue had increased from $681 million to over $1 billion(Cortsen, par. 5). Through Jordan’s impact on his brand and other brands, it was evident he was making a serious impact on the realm of

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Whenever I say nike, most people would think of the shoe nike. But did you know that Nike was A Goddess? Yes nike is a goddess!!!! She is the goddess of speed strength, and victory. Many Greeks prayed to nike for strength and victory.

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Nike has been around much longer than most would think and continues to be the leading trend setter in athletic wear. Nike was started in January of 1964. The athletic company began as just a small clothing distributing company out of the truck of Phil Knight’s, owner and CEO of Nikes, Car. The Saying you started from the bottom is very true when it comes to Nike who now leads in sales of all athletic gear compared to Adidas who at the time of 1964 was the most popular athletic company. From starting in a truck of a car no one would suspect that this company would not only be defined as the definition of ‘cool’ when purchasing clothing and shoes from stores all over the United States but yet the brand that carries our pop culture.

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Nike spend a lot of money on marketing and creating products. Nike has created products with high quality in almost every sport around the global. Nike boosted their credibility and reliability, by manipulated uses of Ethos, Logos and lastly Pathos. I selected nike's ad because it on TV commercials. Nike's logo and slogan catches people's attention.

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Goals Nike focuses on pursuing opportunities and improving their product to enhance the human potential. Thereby they create product, services and experiences for athletes helping them overcome limitations such as climate and road types. Core Competency and Sustainable Competitive Advantage Nike’s have maxims to help Nike employees to create better products and provide better services for the customers. Henceforth creating better customer value compared to companies.

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Simply put, Nike’s target market is mainly customers who have more concern for the quality and utility of the product than they have for the price at which the product is being sold. This helps to ensure that pricing never has to be adjusted downwards in attempts to woo in a larger number of customers. For any company to achieve success from the marketing strategies that it has put in place, it has to ensure that its strategy is flexible enough to keep up with the changing times and to also accommodate a large variety of customers. So as to do this, it is imperative that the products being produced by the company be innovative enough to exceed what is being provided by competitors in every possible way. Nike chose to take this into deep consideration and this resulted in it making a few changes on its marketing strategy.

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Consumer behavior towards Nike products Marketing is collaborating the value of a product, service or brand to customers, as a driving force to promote or sell that product, service or brand. Marketing procedures and skills embrace selecting target markets by carrying out a market analysis and market segmentation, as well as taking into account the consumer behavior and advertising a products value to customers. Marketing is the utmost vital aspect of developing and enlarging your business, and is a speculation that will recompense for itself over and over again. The term “marketing mix,” was first devised by Neil Borden, the president of the AMA (American Marketing Association) in 1953.

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This is due to Nike gets its merchandise generally from foreign manufacturers. To operate profitably, Nike need to get good value on products and supplies and, in turn, offer good value to its customers with accessible solutions. Publics: Many colleges and universities, especially anti-globalization groups as well as several anti-sweatshop groups

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Nike has sustained positive revenue in a worldwide market focusing on a healthy and active lifestyle. For the past 3 years Nike has gained a gross profit ratio of 8.73% in fiscal of 2013, 10.28% in fiscal of 2012, and 8.28% in 2011 . Thus showing the financial power Nike has, well the firm holds a net income of 2.5 billion in the fiscal year of 2013. Nike’s largest product category is footwear, representing over 55% of the companies revenue. Nike uses their financial resources ability to obtain large advertising plots, whether it is a commercial on television, advertisements on the Internet, or product promotion in athletic facilities.

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Nike has managed to shift their Manufacturing unit into Asian country’s were the labor is cheap to be exact wages of USD1 an hour were so little as one-tenth of those given in the US. No wonder that a pair of shoes which were sold for $150 in 1991 is made by indoasian women who were 58 cents a day but the situation has started to change and due to that reason the company has managed to minimize cost of production and not only double triple the the revenue as comparing to the year 1996. Finally we come up with promotion and advertising campaigns which became a grand success not only because they introduced sportspersons , they also introduced innovative ideas and wise strategies and the image of the Product, due to this process we can say that Nike targeted a huge no of audience and created a Prestigious brand which will be easily available for average people . they also came up with great tag lines such as ‘there is no finish life’ , and in the 1980 they changed it into “ JUST DO IT “ these quotes of tag lines are considerd very simple but very attracting and extremely encouraging for the customers .

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