{ Chapter: V } Developing a Global Vision

Nike opens its world headquarters in unincorporated Washington County, just west of Portland, on 74 acres, that was the year 1990 and that was the beginning of a foot race around the world.'
(that was a pun)

To be identified as masterminds in Global Marketing "Nike" obviously values the importance of the  

Global Vision.

“As the market leader, we have the ability and the responsibility to take the industry and our partners to a new and better place,” said Nike Inc. President and CEO Mark Parker

With an established multinational name, Nike expects to grow geographically in all regions. Nike has recently driven deeper growth in the United States, United Kingdom, Japan and China, Nike also has invested aggressively in countries such as Russia, India and Brazil, each of which have had the potential to become new billion-dollar markets.

Nike is targeting further geographic expansion and deeper market penetration in all regions. Owning all the licenses required, and running a buyer for export operation, the 'Nike Air' technology has no worries as the brand has complete control of exchanges domestically and foreign.

(09.30.13) According to Bloomberg business week Nike should now be used as a good barometer for US growth after it hoofed Hewlett Packard out of the Dow. In a league table of Dow companies and their correlation  between sales and US GDP, Nike goes in at number 6 under the likes of Johnson & Johnson, Maccy D’s, Wal-mart, Cisco and Microsoft.Nike also replaces Alcoa as the first to report quarterly earnings.

 http://www.forexlive.com/blog/2013/09/30/run-to-nike-if-you-want-to-gauge-us-gdp/

{ Chapter: IV } The Marketing Environment

In 1987 a revolution began that quickly left the shores of North America and took the world by storm. Since then the Nike Air technology incorporated with top tier shoe design has been a constant guest to the streets of cities like London, Milan and Paris. Re-appropriated from the world of sport to the street, Nike Air was embraced as a staple of everyday style.

Nike Sportswear celebrates the cultural impact the classic footwear made on music, fashion and technology in the world. The brand pays homage to the unique personalities of each city, taking cues from trends in fashion and music and made brand-new with the latest Nike innovations.

The Target Market has grown from the the dedicated athlete who needs support for vigorous training, onto the casual city walkers, who, need comfort and support for constant strain on the two feet they commute with. Now it has expanded to the "fashonista" population who consider comfort less of a luxury than appearance, and now can have the best of both worlds because of Nike Air technology. Within the context this culture, Nike strikes marketing gold as the products that carry "Nike Air" technology offer all the needs demanded by a global audience of both athletes and  consumers.

{Chapter III} "Nike Air" Ethically & Socially Responsible

The leader of sportswear technology "Nike" has a vast variety of products, and the lead technology is the "Nike Air Max" The Nike Air Max shoe uses a large air cushioning unit at the heel which is visible from the side of the midsole in most models. Different types of Air Max cushioning include "Air Max2" which does not have the "holes" in the cushioning unit and is of high pressure, "Tube Air" which is visible in several small circles on the midsole of the shoe, "Total Air" which is basically just another word for full Air Max cushioning, "Tuned Air," which is a system of individual pods supposedly "tuned" to different areas of the foot. Air in the early 1990s which was visible through the bottom of the shoe (although smaller portions of Air units are visible through the bottom of many Air Max models) and another type of Air cushioning is the low profile and very responsive "Zoom Air." The "Air Max" is incorporated in almost all of Nike's sportswear, and has grown to be Nike's go to technology when selling their product. With such a power in technology Nike has the obligation to lead by example, and do so Socially & Ethically. 

AIM: Tap the people and the culture, the most powerful sources for innovation and change! 

Through reporting, Nike has come to better understand and address their environmental footprint, especially their use of water, our creation and reuse of waste and the toxicity of materials and processes used to make their products.

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As they evaluate and manage their key impacts, Nike develops a better understanding of how interrelated they are and how an integrated approach to product design and process innovation can yield benefits across multiple impact areas.

Nike believes in the power of human potential. Nike is leveraging the size and reach of their brands to effect positive long-term changes that empower and support the communities which people live, work and play.

Nike's aim is to deliver focused areas of impact through innovation, partnership, advocacy and movement making, with a stable source of funding to allow for a portfolio of innovation to scale and flourish.

{Chapter II} Strategic Planning for Competitive Advantage (No Competion)

It’s not just about getting better at what they do – addressing impacts throughout their supply chain – it’s about striving for the best, creating value for the business and innovating for a better world.

Nike has no competition! An opinion? Sure, but the fact is that Nike was built for athletic innovations. Every company has a mission and Nike is trying to beat Nike day in and day out. 

Nike succeeds because they’re obsessed with innovation. They are relentlessly curious about our world and how we can make it better. Nike applies that curiosity to their sustainability efforts, and we continue to learn what is required for real, meaningful progress

UNLEASH INNOVATION
AIM :Integrate sustainability principles into our innovation processes, governance and portfolios to generate innovation that delivers products and services that combine performance, innovation and sustainability 

“The best way to predict the future is to design it,” 



NIKE, Inc. based near Beaverton, Oregon, is the world's leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities. Wholly-owned Nike subsidiaries include Converse Inc., which designs, markets and distributes athletic footwear, apparel and accessories; Hurley International LLC, which designs, markets and distributes action sports and youth lifestyle footwear, apparel and accessories.

{Chapter I } A Breif History of Nike

HISTORY & HERITAGE

Before there was the Swoosh, before there was Nike, there were two visionary men who pioneered a revolution in athletic footwear that redefined the industry.

Bill Bowerman (right) was a nationally respected track and field coach at the University of Oregon, who was constantly seeking ways to give his athletes a competitive advantage. Phil Knight (left) was a talented middle-distance runner from Portland, who enrolled at Oregon in the fall of 1955 and competed for Bowerman’s track program. Upon graduating from Oregon, Knight earned his MBA in finance from Stanford University, where he wrote a paper that proposed quality running shoes could be manufactured in Japan that would compete with more established German brands. But his letters to manufacturers in Japan and Asia went unanswered, so Knight took a chance.He made a cold-call on the Onitsuka Co. in Kobe, Japan, and persuaded the manufacturer of Tiger shoes to make Knight a distributor of Tiger running shoes in the United States. When the first set of sample shoes arrived, Knight sent several pairs to Bowerman, hoping to make a sale. Instead, Bowerman stunned Knight by offering to become his partner, and to provide his footwear design ideas to Tiger.They shook hands to form Blue Ribbon Sports By 1971, the relationship between BRS and Onitsuka Tiger was nearing an end. BRS prepared to launch its own line of footwear, which would bear the Swoosh newly designed by Carolyn Davidson. The Swoosh was first used by Nike on June 18, 1971, and was registered with the U.S. Patent and Trademark Office on January 22, 1974

Today, Nike continues to seek new and innovative ways to develop superior athletic products, and creative methods to communicate directly with our consumers. The company has continued to expand in new ways, including strong growth in China and a deal to become the official sponsor of the National Football League (NFL) beginning in 2012.At an investor meeting at its world headquarters in June 2011, NIKE, Inc. announced an increase to its fiscal 2015 revenue target to a new range of $28-30 billion, up from its previous target of $27 billion announced in May 2010. The company also increased its fiscal 2015 revenue target for the NIKE Brand to $24-25 billion, up from its previous target of $23 billion.

To bring inspiration and innovation to every athlete* in the world.

The asterisk is a quote from Bill Bowerman. Who is he? Legendary track & field coach at the University of Oregon, a teacher who showed athletes the secrets of achievement. Co-founder of Nike. We invite you to experience some of our inspiring products.

CONSUMER AFFAIRS MISSION

To represent the highest service standard within and beyond our industry, building loyal consumer relationships around the world.

Acoording to: http://nikeinc.com/pages/consumer-affairs