Nike Case

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Case Study on Nike Inc.

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Based on the article “Nike's new marketing mojo”

Prepared by: Zenith Siddique; ID: 072 429 030

Prepared for

Ms. Aditi Mahmud (AMD), Faculty Member, School of Business, North South University

Introduction

This paper intends to analyze the article titled “Nike's new marketing mojo” in order to understand the shifts in Nike’s years-old cognitive schema regarding the marketing objectives and tactics, the reasons behind it, and to remark whether the changes have been beneficial for Nike or not.

Nike’s Background

Nike, Inc. is a globally acclaimed clothing, footwear, sportswear, and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon, in the Portland metropolitan area. It is the world's leading supplier of athletic shoes and apparel and a major manufacturer of sports equipment.

The company was founded on January 25, 1964 as Blue Ribbon Sports by Bill Bowerman and Phil Knight, and officially became Nike, Inc. on May 30, 1978. The company takes its name from Nike, the Greek goddess of victory. The sports merchandising giant markets its products under its own brand, as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding, and subsidiaries including Cole Haan, Hurley International, Umbro and Converse.

The article “Nike's new marketing mojo” describes how Nike has been changing its priorities in terms of core target customers and marketing strategy alternatives, more specifically the diversification strategies.

Nike’s Digital Revolution:

Its Quiet Entrance into the Era of Social Media

Nike, the world’s largest sports company, in fact 30 percent larger than nearest rival Adidas, has been successfully communicating and selling its products through the conventional, above-the-line, high-profile marketing tactics including celebrity endorsement and intensive mass media...