Nikes story

Began in 1964 as Blue Ribbon Sports Renamed Nike in 1978, after the Greek Goddess of Victory Headquartered in Beaverton, Oregon

Nikes story
No. 25 Brand in the world

Today

No. 1 in Performance Sportswear Brand evaluated at $14.5B

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=
Wing of statue of Nike

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Nikes story

From this

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to this.

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The Competitive Landscape

33%

22%

8%

3%

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Target Consumers
Primary
Young Males, 18-35 Independent Discriminating

Secondary
Males, 35-60 Fatherly Indulgent

Emergent
Females, 18-35 Rebellious Single-minded

Yuppie

Buy-me Dad

Tomboy

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Purchase Motivations
Primary
Young Males, 18-35 Independent Discriminating

Image Performance Quality

Yuppie

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Purchase Motivations
Secondary
Males, 35-60 Fatherly Indulgent

Child Satisfaction

Buy-me Dad

Nikes story
Purchase Motivations
Emergent
Females, 18-35 Rebellious Single-minded

Image Performance Quality

Tomboy

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Subsidiaries

Brand extensions

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Subsidiaries
Prestigious Dress Shoe Brand Manufactures Other Luxury Leather Goods as Well Recently incorporated Nike Air-Sole Technology for better comfort

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Subsidiaries

World-renowned brand for soccer apparel Ofcial partner of English national football team

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Subsidiaries
Immediately Recognizable Legacy Brand Former market leader in basketball shoes Currently being remodeled into a street fashion brand

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Subsidiaries
Premium brand for skateboarding footwear Prized for its lightness and comfort, compared to competitor brands Also has beachwear

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Brand extensions Nike+
Line of Support Technology products for use in sports Developed in partnership with Apple Includes line of Nikebranded iPods designed for running

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Brand extensions Air Jordan
Brand of performance sportswear and footwear inspired by Michael Jordan Jumpman logo is one of world's most recognizble Launched the Athlete-as-Brand concept, carried through into today

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Brand extensions Nike Skateboarding
Nike's attempt to break into the skateboarder counterculture Colors are often quite loud and attention-grabbing Regularly releases limited Collector's Edition SKUs to induce completionism and compulsion to buy

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Brand extensions
Nike's line of highperformance golf products, including its own line of clubs Not to be confused with the subbrand of Tiger Woods

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Brand extensions
Brand of ice and eld hockey equipment formerly owned by Nike Bauer was sold off in 2008

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Athletes-as-Brands
Nike's marketing strategy is to create brands out of athletes, and then to have those athletes represent what Nike itself is about. These athletes become so recognizable, they reach "one-name status", meaning mentioning them by their rst names alone will register immediate recognition.

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For Example

Kobe

LeBron

Roger

Tiger

Rafa

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and of course

Michael

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As brands themselves, brand athletes have their own logos

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and all have their own advertising campaigns

http://www.youtube.com/watch? v=WSqBqJALv14

http://www.youtube.com/watch? v=liHWygx8bSw

http://www.youtube.com/watch? v=mulAi7cno2Y

http://m.youtube.com/index? desktop_uri=%2F&gl=PH#/home

http://www.youtube.com/watch? v=UG18vhRjGLI&feature=related

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which are usually run by Nike's Agency of Record.
Relationship with Nike since its establishment in 1982 Named Agency of the Year by AdAge in 2010 Corporate ofces in Tokyo, New York, London, Amsterdam, Delhi, Sao Paulo Head ofce near Nike's, in Portland, Oregon

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Greatness Excellence Superiority

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= Superstar

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Strengths
Extensive visibility through brand-athletes Supreme condence in branding message Almost limitless resources for product development Diverse portfolio

Opportunities
Constant inux of potential Nike athletes and teams provides regular brand refreshing Emerging brand equity with women

Capital-intensive marketing initiatives

Occasional mistakes in athlete selection

Allegations of poor corporate social responsibility

Strong stance of M&A by main competitor Adidas of lesser brands

Weaknesses

Threats

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Recommendations
Leverage emergent women's market with more female brand-athletes Engage in more community-centered activities, such as tness programs for children, to boost corporate social responsibility Consider purchasing smaller players in the market to reduce playing eld