Nike: A Global Powerhouse.

Nike grew to be the #1 global brand in the athletic wear category through innovation and effective marketing campaigns. It began as a man, Bill Bowerman, trying to create the most effective and light track shoes for his runners at Oregon University. This is where he met, Phil Knight, a runner on the team and he believed there was a spot for Bowerman’s shoes on the market and thus Nike was born. The first key turning point was the innovation of the shoe and trying to create a better shoe than anyone had put on the market and this innovation is what led to the expansion of Nike. Secondly, was their decision to go into the advertising field where they created cutting edge ads that consumers had not been seen before. This is where they got their internationally recognized slogan of “Just Do It.” Lastly, their acquisition of an up and coming basketball Phenom of Michael Jordan. Nike stepped out on a limb when they decided to give a half of a million dollars to a kid who had not touched and NBA court. This move propelled them to the top when Jordan and his signature shoes took off.

The way that Nike stays on top is through the use of advertising and always looking to innovate shoes to amaze customers. They are really always trying to go places no one has gone before and that is what keeps them at the top. They also sign other up and coming stars such as Tiger Woods, LeBron James, and various other athletes shown in the video. I learned about the troubles that are occurring in the third world supply chain where most of their shoes are made. I also learned about the ways that Nike is trying to combat these problems they are facing in those manufacturing plants. My own experience is very positive with the Nike brand. I almost exclusively shop Nike products because of its look and dependability. The only down side that comes into play when looking at Nike is its price point being a little bit higher but you can avoid that by looking for deals and steals.