Long only, research analyst, portfolio strategy, media Summary Soaring sales in China drive Nike to all-time high. Female market will be a strong catalyst over the long term. International margins still have room to expand, making its earnings outlook compelling.
This case study analyses the ever-evolving marketing strategies adopted by Nike to become a global brand. July 6, Photo: Vivan Mehra Executive Summary: Constant innovation has been the byword for Nike's success. In those days, Bowerman would often rip apart the Tiger brand shoes to see how he could make them lighter and better.
He used to take help from university runners to test his creations and collect their feedback. So, they moved on from being distributors of athletic footwear to designers and manufacturers of athletic footwear and took full control over their value chain.
Inthey called their brand Nike after the Greek goddess of victory. Endorsements have ever since been an essential part of the marketing growth of Nike.
The company's innovation debut was in when it introduced air cushioning technology. The shoes featured gas-filled plastic membranes that could be inserted into the sole for comfort during running.
But in mid s the revenue started dipping mainly because the management did not take note of the aerobics boom. Nike's competitors had by then developed their business in this segment.
In a bid to regain its edge, Nike, inlaunched a new product called Air Max. The shoes had two interdependent bags with compressed air inside. This helped in absorbing shocks during running and jumping.
The bags can be seen by the athletes users through a 'special window' in the heel or toe shoe. Nike also customised the product to suit individual needs by inserting bags of different size depending on the height and pressure exerted by users.
The marketing campaign for this product was supported by a memorable TV ad in which the Beatles' Revolution was the soundtrack. It was for the first time that a Beatles song was being used in a TV ad. Riding on the success of this campaign, Nike, a year later, launched an even more empowering series of ads with the tag line "Just do it".
The series had three ads featuring young sportsman Bo Jackson who campaigned on the benefits of a new cross-training pair of Nike shoes. Almost every year after Nike launched its air cushioning technology, it released new versions of Air Max. Currently, Nike has nearly 40 models under this brand name.
In due course, even the hi-tech Air Max technology was found to be inadequate to entice customers. And it was time for something that would differentiate Nike in the long run. It had to be at once very distant from the core business and also very appealing.
The focus was on digital gadgets.
Nike naturally is at the forefront of this surge in demand as people are looking for sports shoes, apparels and equipment. Nike vs. Society The largest among Nike’s objectives, the women’s athletic market will be a top priority in the next ten years. Nike Women's FI Impact 2 Golf Shoes White/Bright Crimson - The Nike FI Impact 2 Women's Golf Shoe is designed with a stretchy yet supportive upper that adapts to the motion of your foot for a superior locked-in feel. And the waterproof finish means you can keep playing even in wet and dreary conditions. Lowest Prices on Nike Fi Impact at Golf Discount. Exploring the sustainability of Nike Flyknit shoes Madeline Dray, Robert Kraynak, Helen Lee, Kristine Schantz materials waste in the highest impact portion of its value chain, To investigate the sustainability of Nike Flyknit shoes, economic, environmental and social analyses were conducted as.
It had less to do with shoes and more to do with athletes. Fast forward to May 20, It was a tool to measure the distance and speed of a run or a walk and was built on a virtually flawless partnership strategy.
Nike was cashing in on the most technologically advanced portable device that could do all the tech work brilliantly. What was it that Nike did for the partnership? It brought the idea and developed it into a business. The company was actually selling just a small electronic chip that had to be inserted in the shoe preferably a special one, but even a regular shoe would do and a wireless connection device that had to be plugged to an iPod.
All the rest calculation, storage, integration was done by the iPod. But it was Nike's product. It paved the way to a truly innovative future of the company. It no longer needed an iPod and could be connected to the computer directly to download the results. All the next products were an enhancement of this concept.
The chip in the shoes was integrated with the iPhone, enhancing the possibility to view, manage and share the tracking results through iTunes. In SeptemberNike introduced a running app to be used in the latest iPhones.
The app used the phone's accelerometer and so there was no need of a chip in the shoe.Mar 20, · This is a product review of the Women's Nike FI Impact golf shoe. This shoe was developed with insights from elite golfer Suzann Pettersen, the Nike FI Impact Women's Golf Shoe .
How Economics Affects Nike How is the current American economy and the current Global Economy Affecting Nike today?
The economy has not slowed down business at Nike Inc., which is one of the most successful sports makers in the world. Problem with heel cushioning (nike air, asics gel, nike boing shox, etc.) heel cushioning elevates the heels twice as high as the forefoot. 95% of running shoes are built with the rule, which means the heel is elevated 22mm (about 1 inch) while the forefoot is elevated 12mm (about 1/2 inch) off the ground.
The heat Nike has taken over its controversial advertising campaign featuring former NFL star Colin Kaepernick seems to have had another effect: burnishing the iconic brand's appeal to investors. Sep 02, · The effect of PUSH's campaign might not be known until Nike's shareholder meeting Sept.
17, when the company will report orders from retailers for merchandise to be shipped in early Nov 09, · The Economist offers authoritative insight and opinion on international news, politics, business, finance, science, technology and the connections between them.