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Just Do It

Presented By

Kamta Prasad
PGDM (Trim. –IV)
Disha School of

09/07/09
 Company Profile
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 Major publicly traded sportswear and

equipment supplier ,based in the United
States.
 Headquarter is in Beaverton, Oregon.
 It is the world's leading supplier
of athletic shoes and apparel and a major
manufacturer of sports equipment.
 Founded on January 25, 1964 as Blue
Ribbon Sports by Bill
Bowerman and Philip Knight, and
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 The name Nike was inspired by ancient

Greek goddess of victory.
 The name helped Nike to build a strong
association and image in its advertising
campaigns.
 Operating across 160 countries with there
400 retail stores which is called
“Niketown” .
 Nike markets its products under its own
brand as well as Nike Golf, Nike
Pro, Nike+, Air Jordan, Nike
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 Nike sponsors many high profile athletes

and sports teams around the world, with
the highly recognized trademarks of "Just
do it" and the Swoosh logo.

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 The Journey
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 In the yr. 1964 the came with a product

named “Tiger” with a Japanese shoe
manufacturing company.
 Tiger is a low cost high quality shoe.

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 The company launched the

first Nike Shoes “Moon” in the
1972
* Product Features-
-Waffle outsole which
revolutionized running by
Waffle
outsole
offering better traction.
- Lighter weight
- more durable shoe
* Sales grew from $10 mn to $
270 mn. 09/07/09
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 The waffle trainer is introduced in 1974,

which quickly becomes the best selling
training shoe in the country.

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 1977. Former aerospace engineer Frabk

Rudy and Nike create the first Air- sole
units: durable bags filled with pressurized
gas that compress under impact, then
spring back. The result is Nike air
cushioning, the single greatest footwear
cushioning innovation ever developed.

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 The first nike basketball shoe. 1982

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 In 1980,s they are more customer centric

and launched new brands like Air Jorden,
Cross Trainer, Air pressure, and Aqua Sock
.

 Nikes US revenue dropped 6% during

1983.

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 Problems in mid 1980s:
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1. Demographic changes
- baby boomers pushed into their late forties & felt less like
running.
2. Market for running shoes become highly segmented
(mature market)
-many different models for every nuisance of customer need.
7. Competition
-Reebok create new market orientations to sell sneakers based
on fashion rather than performance

 Results from the problem

9. 1984- Nike’s unit sales decreased 17%
- market share declined 31% to 24%
12. 1987- have only 18.6 % share of shoes market

 Action taken 09/07/09

14. Introduced technological features to enhance shoes
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 In 1988 Nike breaks new ground with the

acquisition of Cole Haan. The American
luxury brand makes men’s and women’s
footwear, accessories and outwear
focusing on craftsmanship, design
innovation and character.

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 In 1990 Nike introduced Tensile Air, a

dress shoe with air-cushioning system.
 Nike started the concept of “Niketown” a
retail store format .
 Through these Nike suppressed there
competitor Like Reebok & Addidas and
controlled about 40% market.

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 Challenge in late 1990s
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1)Shoe market had changed

-younger customer favors of hiking boots &
more casual footwear.
-teens began participating in nontraditional
‘extreme’ sport.
 NIKE responded by introducing ACG (all-
condition gear)

2) Controversy surrounding its overseas labour

practices
-Nike being accused of utilizing sweatshop
labour in developed nations. Protest sprang.
 NIKE created corporate & social responsibility
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 1997. Nike designers approach the

design of the first running watch from a
different angle – literally. The Nike Triax is
honored as the IDSA’s “Design of the
decade.”

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 Problem in 2000
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 Revenue dropped to $9 bn.

 Unable to identify the shift of trend

from athletic white shoe to urban,

brown shoe.
 Involved in squabbles with 2 large

universities over those school’s

endorsement of the Worker Right
Consortium.

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 2000. Nike Air Presto, otherwise known as

“t-shirt for your feet,” is launched. It’s a
revolutionary approach to it, comfort and
sizing in a lightweight running shoe,
available in sizes XXS, XS, S, M, L, XL.

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 2000. Nike Golf sales surge after Tiger

Woods switches to Nike Precision Tour
Accuracy golf balls and wins three majors
during the season. Nike golf balls were
introduced in 1998.

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 From 2001-2004
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 Sales grew up by 51%

 Added more brands to there portfolio as a
part of its growth strategy.

*From 2008 - 2009

q Revenue in Fiscal Year 2008 totaled over
$18.6 billion.
q A global slowdown in retail sales and
consumption, has hit Nike hard. In fiscal
2009 (ending May 31, 2009), Nike's revenue
grew only 3% to $19.2 billion, with net
income falling 21% to $1.5 billion, and the
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company expects lower revenues in the first
 Nike Products
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 Newest products
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Nike Sphere Long Sleeve Half-Zip Tech

Top
 This high performance running top features

Nike Sphere Dry fabrication that breathes

and wicks sweat for cooler, drier wear and
running-specific gussets offer an expanded
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 The Nike Air Zoom Vomero+ 2 running shoe

features a breathable mesh upper with
supportive overlays, an external anatomically
shaped heel counter. Nike+ pocket under the
sockliner provides a secure place for your
Apple iPod sensor. Zoom Air unit in the heel
and forefoot combines with a full Nike
Cushlon midsole for a supremely cushioned,
responsive ride. 09/07/09
 Add. Campaign &
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consumer relationship
No. of celebrities have done Nike adds
like
- Tiger Woods –Golfer
- Michel Schumacher & Felipe Massa–
sport racer
- Pete Sampras, Andre Agassi, Roger
Federer, Rafel Nadal, Maria Sharapova -
Tennis
- Cristiano Ronaldo , Ronaldinho – Footbal
qMiami, Pennsylvania, Michigan, Nevada
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 Nike’s focus
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 Dedication & effort needed to excel in

sports & satisfaction
 Personal benefit associated using its
product and the values satisfied by the
product used.
 Creates an image of ‘performance,
competition, achievement, & doing your
personal best’

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 Bibliography
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 www.google.com
 Brand Management (Icfai journal)
 Nike official website

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