Nike Case Study

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Date Submitted: 02/03/2013 07:49 PM

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| 2012 |

| ICMR Case Collection

ICFAI Center For Management Research



This case was written by Harsha Sinha, Soumya Mahajan and Sushmita Paul under the direction of Professor Debajani Sahoo IBS Hyderabad. It was compiled from published sources, and is intended to be used as a basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. |


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

*”If you have a body, you are an athlete.” – Bill Bowerman

I am just happy to be part of the Nike family.

- LeBron James

When Nike says, “Just Do It”, that's a message of empowerment. Why aren't the rest of us speaking to young people in a voice of inspiration?

- Naomi Klein


Nike, Inc. is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon. It is the world's leading supplier of athletic shoes and apparel and a major manufacturer of sports equipment with revenue in excess of US$18.6 billion in its fiscal year 2010. It employs more than 30,000 people worldwide. The Nike company has been taking an active and leading role in supporting, sponsoring and organizing sports events, like Nike Prefontaine Classic, it is also the official sponsor for the Indian cricket team, sponsors famous soccer clubs such as Arsenal, Manchester United.

However Nike has been facing intense competition from various other sportswear suppliers like Adidas, Puma and Skecher’s. The recent takeover of Reebok by Adidas has further intensified the competition. In an era where no market is isolated and consumers are spoilt for choice Nike had to come up with drastic marketing of its products to retain its foothold as the global leader. What followed were innovative designs like the Nike+, partnerships with other...