Co-founded a company called \In 1972, the company changed its name to Nike, Blue Ribbon, thus beginning to create their own legend.
founder Bill Bowerman in 1947 after graduating from the University of Oregon track and field has been staying as the coach, who trained in the history of the world track and field legend -- Shidifupu Leifang Dan (Steve Prefontaine). Bill Bowerman childhood family is poor, rough experience nurtured him an iron will. The current [[Chairman]] and [[CEO]] Phil Knight as one of the company’s two principal founders also contributed to the development of Nike.
1959, the Phil Knight graduated from Oregon State University, bachelor’s degree in business administration, a year later, he entered the famous [[Stanford University]] to study [[MBA]] degree. Strict management education to enable him to become a good manager with the quality. In later years, the two alumni join hands in the same boat, led the company grows. Today, Nike production and business activities all over the world on six continents, the total number of employees reached 22,000 people, and companies of the [[supplier]], shippers, [[retailers]], and other service personnel close to 100 million.
Nike has been around the world will inspire each and every player and offer the best products for as glorious task. Nike’s language is the language of movement. Three years later, the company has committed to create every opportunity to show themselves. Nike know: Only the use of advanced technology to produce the best product. So all along, Nike put a lot of manpower and material resources for the [[New Products]] research and development. Nike’s first Air technology to bring about a revolution in the sports sector. The use of this technology to produce sports shoes can protect the athlete’s body very well, especially ankle and knee, to prevent its movement as severe sprains, to reduce the impact on the knees and wear. Athletic shoes with air cushion technology been introduced very popular. Consumers and professional athletes love it.
2001, the Nike Air technology in the developed and later introduced a new type called Shox cushioning technology. Produced using this technology as the popular sport shoes, sales have risen steadily. In addition to other sports shoes, Nike apparel, sometimes innovative. For example: the use of high-performance textile manufacturing FIT technology can effectively help athletes in all weather conditions for training and competitions. Nike and other sporting goods manufacturers, such as: watches, glasses, etc. are all high-tech crystal.
1962, the one named Phil Knight (Phil · Knight) business school graduate, in the overheard, \one day will replace the expensive German-made Leica (Leicas) camera, a flash moment, writing a thesis. University of Oregon middle-distance running as a player, Phil Knight that if the good low-cost production of Japanese manufacturers can produce good quality running shoes, use this price advantage, you can open up a new market , then with the European footwear manufacturers, such as adidas (Adidas) with the Puma (Puma) under such a high. Although Knight after graduation to the company as a salesman, but in the summer of 1963, he went to Japan, and the production of Tiger (Onitsuka Tiger) sneakers Onitsuka (Onitsuka) to meet the company’s manager. When he saw the light of these cheap, but comparable with the European quality brand sport shoes, Knight immediately be encouraged, some samples back home and show it to his classmates, but also the Bierbauer Coaching Man (BillBowerman) look. These samples for the legendary Oregon coach left a deep impression, so he has agreed to pay 500 U.S. dollars, and became a partner. The two men later signed a contract with the Onitsuka, with \They put shoes on the car behind the trunk, transported to the athletic field to sell as a result, Knight in just one year selling 8 1000 U.S. dollars on shoes. He then quit his job is, and imported more shoes. Knight hired several sales personnel, who are like-minded runner, BRS company just gave them the jobs so that they can have a good income, but also enjoy the fun run.
1966, the original has been trying various ways of making use of lighter shoes Bowerman, the company sent a pair of Onitsuka shoes of their own design, which the upper is a soft nylon, rather than traditional leather. This pair of shoes called Cortez, although the start was Adidas representative of ridicule and laugh, but at the track all the rage, as Tiger’s best-selling shoes. To 1969, BRS has sold over one million U.S. dollars of shoes. However, due to long-term over-reliance on Japan Onitsuka company, they have begun to worry that I am afraid that the relationship has changed. Later, this fear turned into reality, Japan has started looking for more wholesalers, and threatened to suspend cooperation. Knight forced to choose, or sell his shares, and the face of legal issues, or and alternative method to produce shoes he. Therefore, with several of his staff have begun the development of these staff to design a different product line -- Knight that the time has come to go it alone, he decided to accept greater challenges. For breach of contract, cutting off the company’s partnership with Onitsuka, he found one in Exeter (Exeter) plant, and a Japanese trading company Importer Iwai (Nissho Iwai) cooperation (the company to provide them with credit financing ), starting with a new name and trademark sales shoes. The staff Johnson (Johnson) in a dream, the image of the Greek goddess of victory l floating concept, so they took the \A female student Caroline Davidson (CarolineDavidson), only 35 dollars in fees charged for their design of a fat check mark symbol, as Nike’s new logo. This marks the beginning not very pleasant, because It is not like the stripes on Adidas shoes with arch supports foot of the modification, unlike the Puma logo also can be modified by a circular area of foot support, only a purely decorative function. However, the \\company was founded. Its predecessor was the incumbent president Phil Knight and Bill Bowerman NIKE coaches investment company Blue Ribbon Sports.
? 1973, the U.S. 2000 meters to 10,000 meters record creators Shidifupu Leifang Dan became the first to wear NIKE shoes track and field athletes.
? 1978 ?, NIKE International was formally established. NIKE shoes, entered Canada, Australia, Europe and South America and other overseas markets.
? 1979 ?.’s first patented air cushion technology, the use of NIKE running shoes Thaiwind birth. The first production line started NIKE apparel launched.
? 1980 ?, NIKE enter China, set up in Beijing NIKE production of the first liaison office. After, NIKE adhering to the \taken from local, using local, in China have made rapid progress.
? 1996, the formally established in China, a wholly-owned subsidiary of NIKE (Suzhou) Sports Goods Co., Ltd., headquartered in Shanghai, and Beijing, Guangzhou Branch (Hong Kong in January 2002 as a branch into China).
? 2002 ? 5 ?, NIKE NIKE held across the country began to fight 3 on 3 Soccer Scorpion Hundreds of young people supporting the team in Guangzhou, Shanghai, Beijing, vying for three medals in three levels of 14,16,18 years old. This is the NIKE company made the China Youth sports is another setting effort.
? 2002 ? 7 ? NIKE invited to be known as \donated to the Chinese Basketball Association rebounding.
? 2002 ? 8 months, Nike will sponsor a group of representatives of the United States free basketball culture, \
? 2002 ? 8 months in China, NIKE company not only to support the development of Chinese football, is also concerned about the development of young people, launched the \basketball, NIKE High School Basketball League, NIKE Youth Football Super Cup, four pairs of 4 youth soccer tournament and other activities.
? 2009 ? 5 months, Nike endorsement thermal Brothers 2010, called \, self-contained group \billion mark, and create new miracles in Chinese music scene! Nike’s dominance in the victory over a strong opponent after another established.
example, as a rising star, Nike, Adidas was the company faced pressure. The company is its founder -- German Adi Dassler (Adi Dassler) named, is the world’s oldest sporting goods manufacturer. In 1936, the 11th Olympic Games, the outstanding African-American athlete Jesse Owens running shoes foot ????? win four gold medals in one fell swoop. Since then, the world’s best track and field shoes, Adidas thriving for decades. in 1972, the first resistance grams began to launch sales of shoes. Within the next 20 years, gradually Nike, Adidas completely eaten lunch. Now, Adidas sales in the United States ranked only No. 4, was Nike far behind them. where is the problem?
Adidas footwear market, Eric Liedtke, director of marketing said: \in the design of sports shoes, is not clear who the potential buyers. Not familiar with the customer, this is the crux of Adidas: it has been good in the manufacture of shoes, but substandard consumer tastes. \gram, said, \\\before the wave. \market, the new equilibrium market positioning in the elderly confused consumers. New Balance is very aware of their customer base. From its inception, the company has never deviated from the demographic data. Meanwhile, the new equilibrium is not a listed company, So do not bear the pressure from Wall Street stock market. It was not surprising that rapid development.
athletes face every day a problem is how to overcome the self, to maximize their own potential. and succeed in the highly competitive market in an invincible position, Nike also need to think carefully on this issue.
Nike officially named in 1978. it is more than lead brand Adidas, Puma, Reebok, known as the \dollars, Nike1994 global turnover of nearly 4.8 billion U.S. dollars. in the United States, young people dream up to Qi Cheng is a pair of Nike shoes.
\. \/ 9 or so, but very attractive Nike creative marketing communications, as \combined with first-hand information in English, the following specific analysis of the Nike marketing communication success: how to expand the shoe market for athletes in the mass market consumers; how the use of \loyalty; how to use animation, computer games close to young children consumers; how deep psychological self-awareness and value for the female consumers.
Nike’s \are due to wear Nike and feel very honor. Hong Kong \. the article commented that, in recent years, Nike shoes because of admiration, and many teenagers, did not hesitate to take the risk of theft and even murder, serious incidents have occurred, Left with no alternative, the owner had to seek such a \
Nike also has a \to multiple roles, the company did not own the building and complete operators. 1985, Nike’s global profit of 13 million U.S. dollars, the company’s global sales in 1994 amounted to as much as 4.8 billion U.S. dollars; its market share came out top , is ranked third in the Adidas company more than double, to 24%. Nike’s growth pace has not slowed down. 95 years compared with 94, up 38% of global sales, pre-tax profit 55%, fast Nike shares rose 43 dollars per share two years ago, soared to 95 103 U.S. dollars per share. Wall Street investors and analysts, many of whom had previously been in the 80′s are not optimistic about Nike, Inc.: \Nike is not much basis for the development and prospects. \\We have with ‘God’ magic tools of dialogue -- Nike ad … … \well received by the public love, rapid growth. Nike’s early work focused primarily on promotional advertising products of the technical advantages, because it was brand positioning in the formal competitive sports players on the market. Of course, running a number of leisure and physical activity of people who have to buy Nike shoes, one is comfortable, but also because the Nike campaign: who owns Nike will come to understand the sport! that have a certain impact on consumers. But this time Nike ad can not be called true communication, Nike communication between the advertising is in its \must not lose the traditional formal sports market conditions to maximize the attractiveness of Nike advertising, this must be like Nike, Levi’s brand (the leading jeans brand jeans, Levi Strauss, the inventor of the establishment), become an integral part of youth culture and status symbol. Nike in two completely different market operations, it faces challenges in adapting popular sporting achievements on the awareness and advocacy on how to achieve balance and consistency,nike sb shoes, Nike began to rethink their advertising strategies the.
1986 years of a promotional advertising Nike Air shoe is a real breakthrough film in the Nike ad with a new idea, not by blindly promoting products technical performance and advantages the usual way, but by the representatives and the famous symbol of hippies playing the famous Beatles song \… … This ad accurately meet the newly emerging wind of change in fitness and fashion of the times, to feel fresh and new. Nike has been using the original journal as the main advertising media players to deliver competitive products, but since After the Nike TV ad as a major, \The rapid growth in market share: more than Reebok sports shoes market in the United States a new overlord. Nike’s long-term rivals like Nike, Reebok have to emphasize communication style rather than as product features, while Reebok changed As with the Chiat Day advertising agency company, which has been a burst of mid-80′s Nike’s agents, in order to revive the former glory. However, the style of Nike products and benefits have been accounted for in the minds of consumers can not be shaken status.
Reform earned advertising market and consumers, but more important is Nike’s change, gradually mastered the art of advertising communication, developed his own unique advertising ideas and strategies -- to dedicated to communication, rather than sales demand. This policy and the majority of U.S. companies advertising strategy is fundamentally different, but it is the unique strategies and practices to make Nike the breeze in the continued success in the market, rapid growth.
Nike to expand the market the first breakthrough in the youth market, the market, consumers have some common characteristics: love of sports, revered heroes, star-chasing a strong sense of hope that the subject of attention, thinking, active Imaginative and full of dreams. targeting young consumers of this feature, Nike have with some famous by popular sports star sign, such as Michael Jordan, Charles Barkley, Andre Agassi,cheap nike, Cantona, etc, they become Nike advertising communication brilliant film \) has appeared in the film. advertising is the beginning of the lens is to cave asleep Nigeria, suddenly ground to a strong vibration uploaded to Benny woke up, he climbed out of hole saw, the original is four guys playing basketball, Benny complained a few late, but by those who attack them to Benny as a ball in the air shuffled around, Benny shouted: \Michael Jordan appeared, came to help his friend rabbit Jordan a basketball cartoon war began on … … in this picture on television commercials, Nike products, almost no \statement \together with the number one game Michael Jordan play basketball. Nike grasp teenager preaching hate, increase awareness of the characteristics of an independent and fully meet their imagination and self-awareness, from the \\Commodities spleen image imperceptibly deeply rooted in the hearts of customers.
Nike ad agency W & K’s program director Chris Riley contrast Nike and Reebok, after the company’s advertising, commented: \and Reebok ads show it to see 14-15 year old kids, they’ll say: ‘Reebok has hit me in the idea, they used to sell advertising sports and health. ‘; But the way they talk about the Nike ad is very different:’ You see, those guys Nike has squandered money in it! I really do not understand how they manage their own advertising expenses. ‘This means that they understand us, know that Nike could have the traditional marketing-oriented advertising. Undoubtedly, Nike’s market a series of ads targeting young people to achieve its purpose, the recognition by the education of juvenile clients, and it is they battle for this market the most authoritative referee.
Many people believe that Nike ad communication technique is the \But that is not the case, played a fundamental role in the form of communication but not the content is advertising a dialogue with consumers from heart to heart! Nike advertising communication has thus been a strong response from consumers make the fine effect. Nike consumer groups for sports fans, its communication and audio-visual content designed to take the public to pass this information: Nike and the sports world like you \So Nike ad showing the film is a real objective of the sports world. In a baseball star for the ad Po Jordan series of humorous advertising characters \had to bid farewell to playing competitive sports, Jordan lost the advertising value of Po, in general, the lifting of the contract, the U.S. business community is only right and proper approach. Nike is not so, and continue to work with him to appear in commercials, a move young consumers with a strong resonance: Nike, as we will not abandon an unfortunate heroes.
another example, Nike hired \Nike did not hide cover these, it created a television commercial, the protagonist is Kongwu vicious Buckley, beat opponents in the match, pulling rotten rebounds … … see this film sports fans will have the same feeling: a Buck Altruism is the case. So between Nike and consumers have good communication, this communication time and again to strengthen continuously resonate with consumers, ‘and eventually become the Nike and its brand loyal customers as \and even each other one, without distinction, while the rapid rise of the Nike brand, dominate, of course makes sense.
when Nike and men in the youth market, a firm foothold on the market after the female market, instead focusing their attack. Advertising creative program planner, Ms. Janet and Charlotte used two methods of self examination to understand the potential of women’s inner world, to women and women of \Advertising works with contrasting black and white images, the background above the highlights is a one intertwined with the word \>
in your life, people always think you can not do this or can not do that. In your life, people always say you is not good enough robust enough talent, they said your height weight No No No body will not make a difference. They always say you can not, you life, thousands of times they will quickly and firmly say you can not, unless you prove your line.
ads are posted in the women’s favorite lifestyle magazine. Unlike the ad text is a sports marketing business demands, more like a female heart confession, advertising reflects the true character of Nike ads: communication, rather than stimulating. The campaign was a great success, published advertisements, the company switchboard room phone rings constantly, many women have called to talk to customers, said: \grams, because you understand me. \80 women in the market late Reebok Nike weaker than the situation of fundamental change. Studies have shown that the Nike brand in this market, the reference rate and reputation over Reebok.
Nike in just two or three decades, by a simple small shoe company’s growth for the industry hegemony, from the little-known today renowned the world (almost 100 well-known in the United States %), attributed to the hardwork of Nike marketing communications.
Nike spokesman
Basketball:
Jordan, James, Kobe Bryant, Michael Finley, Tony Parker, Amare Stoudemire, Shawn Marion, Bosh, Gasol, Yi, Carter, MO. Williams, Nash, Roy, Deron Morse, Boozer, Durant, Pierce, Killer Ray, Dirk Nowitzki, Carmelo Anthony, Jermaine O’Neal, Lewis, Ronaldo, Ronaldinho, Ronaldo, Torres, Ibrahimovic, Luis Figo, Ruud van Nistelrooy, Carlos, Marquis, Claude Makelele, Ferdinand, Puyol, Alberto Gilardino, Robinson , Didier Drogba, Fabio Cannavaro, Adriano, Park, Ma Xiaoxu Federer, Nadal, Sharapova, Serena Williams, ????? Woods Armstrong Shidifupu Leifang Dan Liu Xiang Football: Ronaldo, Ronaldinho, Ronaldo, Torres, Ibrahimovic, Luis Figo, Ruud van Nistelrooy, Carlos, Marquis, Claude Makelele, Ferdinand, Puyol, Alberto Gilardino , Robinson, Didier Drogba, Fabio Cannavaro, Adriano, Park, Ma Xiaoxu
Tennis: Federer, Nadal, Sharapova, Serena Williams, Agassi
Golf: Tiger Woods
Cycling: Armstrong
Track and Field: Shidifupu Leifang Dan Liu Xiang
NIKE sponsored teams
Football:
Team: U.S. National soccer (basketball) team, the Dutch national football team, the Portuguese national team, Brazil national football team, South Korea national football team, the Chinese national football (basketball) team
Club: Arsenal, Manchester United, Inter Milan, Juventus, Barcelona, Atletico Madrid, Borussia Dortmund, Tianjin Master Kong, Shandong Luneng, Guangzhou Pharmaceutical, one of Shanghai Shenhua, Boca Juniors, Urawa Red Diamonds, Jiangsu SaintyRelated articles?