NIKE
NIKE
Nike hit the ground running in 1962. Originally known as Blue Ribbon Sports, the company
focused on providing high-quality running shoes designed for athletes by athletes. Founder
Philip Knight believed high-tech shoes for runners could be manufactured at competitive prices
if imported from abroad. Nike’s commitment to designing innovative footwear for serious
athletes helped it build a cult following among U.S. consumers.
Nike believed in a “pyramid of influence” in which the preferences of a small percentage of top
athletes influenced the product and brand choices of others. From the start its marketing
campaigns featured accomplished athletes. Runner Steve Prefontaine, the first spokesperson, had
an irreverent attitude that matched the company’s spirit.
In 1985, Nike signed up then-rookie guard Michael Jordan as a spokesperson. Jordan was still an
up-and-comer, but he personified superior performance. Nike’s bet paid off—the Air Jordan line
of basketball shoes flew off the shelves and revenues hit over $100 million in the first year alone.
As one reporter stated, “Few marketers have so reliably been able to identify and sign athletes
who transcend their sports to such great effect.”
In 1988, Nike aired the first ads in its $20 million “Just Do It” ad campaign. The campaign,
which ultimately featured 12 TV spots in all, subtly challenged a generation of athletic
enthusiasts to chase their goals. It was a natural manifestation of Nike’s attitude of self-
empowerment through sports.
As Nike began expanding overseas to Europe, it found that its U.S.-style ads were seen as too
aggressive. Nike realized it had to “authenticate” its brand in Europe, so it focused on soccer
(known as football outside the United States) and became active as a sponsor of youth leagues,
local clubs, and national teams. However, for Nike to build authenticity among the soccer
audience, consumers had to see professional athletes using its product, especially athletes who
won. Nike’s big break came in 1994 when the Brazilian team (the only national team for which
Nike had any real sponsorship) won the World Cup. That victory transformed Nike’s image in
Europe from a sneaker company into a brand that represented emotion, allegiance, and
identification. It also helped launch Nike into other international markets over the next decade,
and by 2003, overseas revenues surpassed U.S. revenues for the first time.
In 2007, Nike acquired Umbro, a British maker of soccer-related footwear, apparel, and
equipment. The acquisition helped boost Nike’s presence in soccer as the company became the
sole supplier of uniforms to over 100 professional soccer teams around the world.
Nike focused its efforts on international markets, especially China, during the 2008 Summer
Olympics in Beijing. Although Nike’s rival, Adidas, was the official sponsor of the Olympic
Games, Nike received special permission from the International Olympic Committee to run Nike
ads featuring Olympic athletes during the games. In addition, Nike sponsored several teams and
athletes, including most of the Chinese teams and 11 of the 12 high-profile members on the
United States men’s basketball teams. That year, sales in the Asian region grew 15 percent to
$3.3 billion and Nike’s international divisions grew to 53 percent of the company’s revenue. Some believed Nike’s marketing strategy during the Olympics was more effective than Adidas’s
Olympic sponsorship.
In addition to expanding the brand overseas, Nike successfully entered new athletic footwear,
apparel, and equipment product categories by using endorsements from high-profile athletes and
consumer outreach programs. The Nike Golf brand, endorsed by Tiger Woods, has changed the
way professional golfers dress. Tiger’s powerful influence on the game and his Nike emblazoned
style have turned the greens at the majors into “golf’s fashion runway.” In addition, Nike has
used the superstar to help build its relationship with consumers. In 2009, it launched a Tiger Web
Talkback session at nikegolf.com, where fans could ask questions and hear Tiger talk about golf.
The session was part of a nationwide Nike Golf consumer experience day, which included
equipment demos, long-drive contests, and in-store specials.
In tennis, Nike has aligned with Maria Sharapova, Roger Federer, and Rafael Nadal to push its
line of tennis clothing and gear. Some called the famous 2008 Wimbledon match between Roger
Federer and Rafael Nadal—both dressed in swooshes from head to toe—a five-hour Nike
commercial valued at $10.6 million.
Nike teamed up with seven-time Tour de France champion Lance Armstrong not only to sell
Nike products but also to help Armstrong’s LIVESTRONG campaign. Nike designed,
manufactured, and sold over 70 million yellow LIVESTRONG bracelets, netting $80 million for
the Lance Armstrong Foundation. It also featured Armstrong’s message of survival, willpower,
and giving in a series of Nike commercials.
To promote its line of basketball shoes and apparel, Nike continues to feature basketball
superstars such as Kobe Bryant and LeBron James. In addition, it formed a partnership with Foot
Locker to create a new chain of stores, House of Hoops by Foot Locker, which offers only
basketball products by Nike brands such as Converse and Jordan.
Recently, Nike’s lead in the running category has grown to 60 percent market share thanks to its
exclusive partnership with Apple. Nike+ (Plus) technology includes a sensor that runners put
into their running shoes and a receiver, which fits into an iPod, iTouch, or iPhone. When the
athlete goes for a run or hits the gym, the receiver captures his or her mileage, calories burned,
and pace and stores it until the information is downloaded. Nike+ is now considered the world’s
largest running club.
In 2008 and 2009, Nike+ hosted the Human Race 10K, the largest and only global virtual race in
the world. The event, designed to celebrate running, drew 780,000 participants in 2008 and
surpassed that number in 2009. To participate, runners register online, gear up with Nike+
technology, and hit the road on race day, running any 10K route they choose at any time during
the day. Once the data is downloaded from the Nike+ receiver, each runner’s official time is
posted and can be compared to the times of runners from around the world.
Like many companies, Nike is trying to make its company and products more eco-friendly.
However, unlike many companies, Nike does not promote its efforts. One brand consultant
explained, “Nike has always been about winning. How is sustainability relevant to its brand?” Nike executives agree that promoting an eco-friendly message would distract from its slick high-
tech image, so efforts like recycling old shoes into new shoes are kept quiet.
Today, Nike dominates the athletic footwear market with a 31 percent market share globally and
a 50 percent market share in the United States. Swooshes abound on everything from
wristwatches to skateboards to swimming caps. The firm’s long-term strategy focuses on
basketball, running, football, women’s fitness, men’s training, and sports culture. As a result of
its successful expansion across geographic markets and product categories, Nike is the top
athletic apparel and footwear manufacturer in the world, with corporate fiscal 2009 revenues
exceeding $19 billion.
