Nike Inc.

Nike Inc.

APA Paper: Nike Inc.

Therese Joseph

CM 105-04

theresejoseph@student.kaplan.edu

APA Paper: Nike Inc.

Founders Bill Bowerman and Phil Knight first introduced Nike Inc. in 1962 as Blue Ribbon Sports. Phil Knight first started selling shoes from the trunk of his car after an agreement with a Japanese athletic shoe manufacturer was reached. In 1972 both companies went separate ways, and Nike, Inc. was born. Nike’s trademark the “Swoosh” symbol refers to the Greek Goddess of Victory, which was designed by a graphic design student and then was placed on their first shoe. Nike’s headquarter is located in Portland, Oregon. The campus consists of 16 buildings, and each of the buildings is named after legendary athletes, like Michael Jordan, Tiger Woods, and John McEnroe etc.

Nike has always done an outstanding job marketing their products to any generation. With famous athletes under contract any age group can be attracted. Nike has representatives in different sports, weather it is football, basketball, tennis, golf, soccer etc. In general all age group are involved or interested in some kind of sports and what better way to attract buyers than having the representative wear or use the products while playing the sports. The representatives do not even have to speak about the products because the viewer is exposed to the product while observing the sport.

Nike is best known for its leading role in sports apparel and equipment and “remains on the top with global sales to the tune of $13.7 billion”.1 But it takes more than just good sales to be a successful company and Nike offers more than just sports apparel and equipment. Nike offers excellent benefits for its employees, innovation for a better environment, and the “Nike Responsibility” which offers many different programs “based on trust, teamwork, honesty and mutual respect”.

Nike’s growth since the initial 1970’s has been impressive....