Nike marketing from 1964 until today Essay Example | Topics and Well Written Essays - 1250 words

Nike marketing from 1964 until today - Essay Example There are about 44000 people working in Nike Inc. globally. The chain of stores that Nike runs are named as Niketown (www.nikeinc.com, 2012). It has contracts with about 700 suppliers and contractors outside the USA. There are about 45 offices of Nike situated in countries other than USA. Majority of its manufacturing factories are placed and operated in Asian countries such as China, Indonesia, Taiwan, India, Pakistan, Thailand, Vietnam, Malaysia, and Philippines (www.nikeinc.com, 2012). Business Products The main products offered by Nike worldwide are sport shoes such as track running shoes, clothing’s like jersey jackets, shorts, base layers. Accessories and equipment may include All of these are complementary products and are offered alike at all the available chain of stores under Nike Brand name (www.nikeinc.com, 2012). These items can be broadly divided into three main products sportswear shoes, and clothing line items and associated accessories and equipment (www.nikei nc.com, 2012). Marketing Trends of Nike Incorporation Nike is the stunning outcome of two athletes, an athletic trainer at the University of Oregon (Bill Bowerman), the other was runner and accounting student semi-bottom (Phil Knight) who had the idea of importing Japanese athletic shoes but was not too expensive and technically efficient enough. They joined in 1965 and Jeff Johnson becomes the first vendor-company representative who explored the athletic stadiums in the country to promote their shoes. But soon, Bowerman wanted to make his own shoes. Therefore Nike’s operations and promotions were actually initiated in 1972. In 1972, the king of sport shoes Adidas was German. Nike came as leisure sports and started booming but the market was still untapped. Nike became the predecessor of offshoring. At the time, the concept was new in the field of textile. Now followed by the majority of its competitors, but this innovation enabled it to secure a monopoly rents through market dominance undeniable over the years. Nike never had factory and remained true to its economic principles departure: subcontracting in developing countries for a maximum profit. The Nike logo (named by Swoosh) is very simple and immediately recognisable. It caused a great deal in brand awareness and had often been borrowed. In the years 70/80s, marketing was dominated by what the lifestyle appellate. Brands had an ideal world in which the consumer was projected willingly. Nike reused this principle but added specific values. Nike values included freedom, spontaneity, overshoot, Individualism, struggle, desire to go further, to reach its limits, willingness to extract rules and formal side of the flange sports (Nike claims an institutional aspect of the sport and the influence of federations sediment yet in many disciplines). All these values are derived from the original sports brand, namely the "running" (The race), individualistic sports where the concept of passing is central. Mo reover, one of the models of the brand is the athlete Steve Prefontaine (runneur bottom half) who played a good part in the values that were dear to the brand. Nike was going to change this whole vision of sport culture. And this vision was that of the American sports model that can be called as, the cult of performance. The important fact for Nike was not to participate but to win, that goes perfectly against the European sports model, which in turn, emphasizes sportsmanship, fair play and promotes a sport at the collective