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From an Idea to Nike: How Marketing Made Nike a Global Success

From an Idea to Nike: How Marketing Made Nike a Global Success

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From an Idea to Nike: How Marketing Made Nike a Global Success

Lunghezza:
144 pagine
38 minuti
Pubblicato:
Feb 12, 2019
ISBN:
9781328530639
Formato:
Libro

Descrizione

From an Idea to Nike is a fully-illustrated look into how Nike stepped up its sneaker game to become the most popular athletic brand in the world. Humorous black & white illustrations throughout.

Ever wonder how Nike became the athletics empire it is today? From an Idea to Nike digs into the marketing campaigns and strategy that turned this running-shoe company into the outfitter for many athletes as well as the iconic American brand. With infographics and engaging visuals throughout, this behind-the-scenes look into the historical and business side of Nike will be an invaluable resource for kids interested in what makes this business run.
  • Find out where the name Nike came from and how the famous swoosh became the signature logo.
  • Learn about the company's first marketing campaign with a star athlete. (Hint: It wasn’t Michael Jordan!) 
  • Explore the ways Nike expanded marketing from running to basketball, soccer, golf, and beyond!
Pubblicato:
Feb 12, 2019
ISBN:
9781328530639
Formato:
Libro

Informazioni sull'autore

Lowey Bundy Sichol is the author and creator of From an Idea to..., the world’s first business biographies for kids. She is also the founder and principal of Case Marketing, a specialized writing firm that composes MBA case studies for business schools. Her MBA case studies have been published by Pearson and are read by business school students all over the world. ?With over 20 years combined experience in marketing, brand management, and writing, Lowey is the force behind the From an Idea to…, a movement that introduces business and entrepreneurship to children. Lowey received her MBA from the Tuck School of Business at Dartmouth and her BA from Hamilton College where she played varsity softball and women's rugby. When she's not writing, you can find her throwing a ball, shooting hoops, or along the shores of Lake Michigan with her husband, three children, and two big goofy dogs who like to climb trees. Look for her online at loweysichol.com. 

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Anteprima del libro

From an Idea to Nike - Lowey Bundy Sichol

Media

Copyright © 2019 by Lowey Bundy Sichol

Illustrations copyright © 2019 by C. S. Jennings

All rights reserved. For information about permission to reproduce selections from this book, write to trade.permissions@hmhco.com or to Permissions, Houghton Mifflin Harcourt Publishing Company, 3 Park Avenue, 19th Floor, New York, New York 10016.

hmhbooks.com

Cover illustrations © 2019 by C. S. Jennings

Cover design by Phil Caminiti

The Library of Congress has cataloged the print version as follows:

Names: Sichol, Lowey Bundy, author.

Title: From an idea to Nike : how marketing made Nike a global success / by Lowey Bundy Sichol.

Description: Boston : Houghton Mifflin Harcourt, 2019. | Series: From an idea to . . .; 2

Identifiers: LCCN 2018032035| ISBN 9781328453624 (hardcover) | ISBN 9781328453631 (pbk.)

Subjects: LCSH: Nike (Firm)—History—Juvenile literature. | Sporting goods industry—United States—History. | Footwear industry—United States—History—Juvenile literature. | Athletic shoes—United States—History—Juvenile literature. | Sports— United States—Marketing—Juvenile literature.

Classification: LCC HD9992.U54 N5566 2019 | DDC 338.

eISBN 978-1-328-53063-9

v1.0119

For Adam, my teammate in life.

Thank you for your love and support, and most importantly, for always making me laugh.

Play by the rules. But be ferocious. —Phil Knight

Why does the Nike Swoosh appear virtually everywhere in the world of sports?

It may seem like every time you turn on a game, attend a sporting event, or read a sports story, all the athletes are wearing something or using equipment that displays the famous Nike Swoosh. It appears on shoes, uniforms, headbands, and equipment. For Nike, that’s the winning strategy. Nike wants to be everywhere that athletes play and shop. But before Nike became a symbol for athletic success, it was just an idea by a man named Phil Knight.

Phil Knight was sitting in class one day at business school when his professor asked the students to come up with an idea for a new company. As you might guess, Phil’s idea was a running shoe company. He had been a track star in high school and college, and he wanted to develop a superior running shoe at an affordable price.

Fast-forward several decades and Nike is not just an idea, it’s the number one athletic shoe company in the world, with one of business’s most successful marketing stories. This book tells the story of Nike—of how it grew from an idea into the world’s most iconic sports company.

Phil Knight

Philip Hampson Knight was born in Portland, Oregon, on February 24, 1938. His parents, William and Lota, both grew up in terrible poverty but in other ways were quite different from each other. Lota was a beautiful woman yet extremely shy, and often kept her thoughts to herself. William, on the other hand, was a small man with thick glasses, and was outspoken and tough. Through hard work, William became the publisher of a local newspaper called the Oregon Journal. William liked being admired by others, and often worried what people thought of him and his family.

Everything you need is already inside. —Coach Bill Bowerman

The Knight family—Phil, his parents, and his twin sisters Joanne and Jeanne—lived in a big white house in a quiet suburb of Portland called Eastmoreland. Like his mother, Phil was very shy, an introvert. Absent-minded and often lost in his thoughts, Phil found comfort in one thing—sports. Phil’s father also loved sports. In fact, it seemed that a passion for sports was the one thing Phil shared with his father. But William was relentless in his expectations, even when it came to his son’s athletic activities. Phil felt that he was never able to please his father. Sometimes when Phil lost to his father in Ping-Pong, William laughed at him. This upset Phil so much that he would run out of the room in tears.

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