4. The
Company
Fleet-of-footwear NIKE, named for the Greek goddess
of victory, is the world's #1 shoe and apparel
company.
They has been the worldwide leader of athletic shoe
sales since 2012.
Establish in 1964 by Bill Bowerman, a former track
and field coach at the University of Oregon, and Phil
Knight, a student-athlete at the University of Oregon.
Mark Parker is CEO.
Well known for the Famous Basketball Player, Michael
Jordan.
6. Location
& Market
Share
NIKE is based near Beaverton, Oregon.
The most significant are the distribution facilities
located in Laakdal, Belgium; Taicang, China;
Tomisato, Japan and Incheon, Korea.
The company is supplied by approximately 142
footwear factories located in 15 countries and is
supplied by approximately 394 apparel factories
located in 39 countries.
7.
8. Location
& Market
Share
Nike geographic segments:
● Almost all of the company's branded footwear and
apparel is made by third-party manufacturers outside
of the US, mainly in Vietnam, China, and Indonesia.
9. ● 2014, NIKE's three largest customers helped to bring in 25% of
US sales.
● The company's three largest customers outside of the US
accounted for 13%, of total non-US sales.
2016 Sales $32.38B
2016 Net Income $3.76B
1-Year Sales Growth 5.80%
1-Year Net Income Growth 14.88%
● Nike commands about 10% of the global
athletic-apparel market, compared with its 35%
share in footwear.
Location &
Market
Share
10. Product
Mix
Athletic Shoes Athletic Wear and
Equipment
Aquatic, Auto racing
Baseball, Basketball,
Bicycling, Cheerleading,
Cross-training, Fitness,
Football, Golf, Running,
Soccer, Tennis, Volleyball,
Wrestling, Aquatic.
Accessories, Athletic bags,
Bats, Caps, Digital devices,
Eyewear, Fitness wear,
Gloves, Golf clubs,
Headwear, Jackets, Pants,
Protective equipment,
Running clothes, Shirts,
Shorts, Skirts, Snowboards
and snowboard apparel,
Socks, Sport balls,
22. Advertising
● Nike's swoosh logo on its products, its "Just Do It" signature
statement in its advertising, and its subbrands linking the prowess
and persona of athletic superstars to the primary brand illustrate
the central role physical products play in brand development.
● Traditional Advertising - Nike still engages in this practice through
the use of its celebrities such as Tiger Woods, Rory Mcilroy,
Michael Jordan, and Roger Federer to name a few. Whether it is at
sporting events (US Open - Tennis) or talk shows (The Tonight
Show).
● Nike has proven that it can adapt to growing markets and
decreased its traditional marketing budget by 40% a couple years
prior to 2010. Although, it’s overall market budget climbed up to 2.4
billion dollars in same time period. In the same year, Nike spent
800 million dollars on non-traditional advertising, greater than any
other top 100 U.S. advertisers.
25. Digital Marketing
● Big investments in social media.
○ Twitter, Facebook, Nike+, etc.
● Raise awareness, answer people’s
questions, show videos, and allow people
to share their results.
● Nike not only creates products but
services keep people engaged and using
their products.
26. Facebook
● Nike’s page covers all of their sub-brands and are further filtered
down by country.
● Each of their activities can be localized into concise fan bases.
● Each category posts regularly with videos, photos of the latest
products, and celebrity-endorsed inspiration.
27. Instagram
● App’s most followed brand.
● Utilizes beautifully-shot pictures,
motivational videos, and
celebrities.
● Hype around new products can
be created on Instagram through
celebrities, star athletes, and
other popular users.
28. Twitter
● Individual feeds for each of its brands.
○ Nike Basketball
○ Nike Fuel
○ Nike SB
○ etc.
● Utilizes photo and video options to
showcase their products.
● Use of Twitter as a means of customer
support.
29. @NikeSupport
● Dedicated handle for customer support.
● Nike continually voted best in the business
in terms of customer support.
● Quickly replies personally with practical
information.
● Also used to direct customers towards
other channels of communication.
30. Public
Relation
It address issues and promote the brand.
Sponsoring events: Rio 2016 Olympics.
Sponsoring sport stars: Cristiano Ronaldo,
Neymar, Wayne Rooney, Roger
Federer, and more.
31. Celebrity Endorsement
● Endorsing celebrities that aren’t professional
athletes can allow you to reach a bigger
audience.
● Earlier this year, Nike endorsed Kevin Hart.
● The reach of celebrities via social media
presents a compelling marketing
opportunity.
○ Hart has 26.9 million Twitter followers
○ NBA star Stephen Curry has 4.8 million
32. ● Kevin Hart has started a movement called
“Move With Hart” through social media.
○ Fans are invited to impromptu runs via social
media
● Using Kevin Hart as a spokesperson.
○ Non-athletes will be reached
○ They will be inspired to be active and buy Nike
products
Celebrity Endorsement
33. Sale
Promotion
It motivate new customers by showing
benefits
Discount coupons and special offers
Employee discount
NikeiD
34. NikeiD
•It is a service provided by Nike, which allows customers to
design and personalize their own Nike shoes.
•NikeiD studios: United Kingdom, Italy, France, Japan, Spain,
Germany, China, United States, Canada and Australia.
•Total of 102 NikeiD studios.
35. NikeiD
•Steps of NikeiD:
1.You design it
(Nike will show you how to get started)
2. Nike make it
(To your exact specifications)
3.Deliver it within 3~5 weeks
(Nike will email you updates along the way)
37. References
● 2016, N. S. (2016, June 9). Battle of the brands: Nike vs. Adidas | Nielsen sports. Retrieved October 31, 2016, from Insights, http://repucom.net/nike-vs-adidas
● Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of marketing Science, 28(1), 128-137.
● Cashman, J. (2013, September 10). HOW NIKE IS KILLING IT IN SOCIAL MEDIA MARKETING. Retrieved October 31, 2016, from
https://digitalfireflymarketing.com/how-nike-killing-it-social-media-marketing
● EMM Group. (2014, Oct. 16). Nike Proves That Traditional Marketing Still Has Game. Retrieved from http://www.emmgroup.net/insights/nike-proves-that-traditional-
marketing-still-has-game.
● Gregory, L. (2015, August 09). Nike's Promotion - Marketing Communications Mix - Panmore Institute. Retrieved October 28, 2016, from http://panmore.com/nike-
marketing-communications-mix
● GREGORY, L. (2015, August 9). Nike’s Promotion – Marketing Communications Mix. Retrieved November 2, 2016, from http://panmore.com/nike-marketing-
communications-mix
● Kell, J. (2016, March 19). Why Nike, Adidas Are Turning to Celebrities in 2016. Retrieved October 31, 2016, from http://fortune.com/2016/03/19/nike-adidas-kevin-hart-
kanye/
● Leach, A. (2015, November 9). Nike vs adidas: Who owns the market? Retrieved October 31, 2016, from Footwear, http://www.highsnobiety.com/2015/11/09/nike-
adidas-market-shares/
● Liu, J. (2013, Dec. 8). Nike’s Shift to Digital. Retrieved from http://.siteber.com/nikes-shift-to-digital/.
● Matak, M. (2012). U.S. Patent No. 8,253,586. Washington, DC: U.S. Patent and Trademark Office.
● Nike, Inc. (2016, May 30). Retrieved October 30, 2016, from
http://subscriber.hoovers.com.offcampus.lib.washington.edu/H/company360/overview.html?companyId=14254000000000
● NIKEiD Custom Shoes and Accessories. Nike.com. (n.d.). Retrieved October 28, 2016, from http://www.nike.com/us/en_us/c/nikeid
● NikeiD. (n.d.). Retrieved October 28, 2016, from https://en.wikipedia.org/wiki/NikeiD
● Thinking of Buying Nike Shares%3F Just Do It. (2010). The Wall Street Journal., The Wall Street journal. , 2010.
● Walker, A. W. (2014, October 29). How Nike use Facebook to Cement their Communities. Retrieved October 31, 2016, from https://www.nukesuite.com/brand-focus-
nike-excels-on-social-media/
Nike, Inc. (2016, May 30). Retrieved October 30, 2016, from http://subscriber.hoovers.com.offcampus.lib.washington.edu/H/company360/overview.html?companyId=14254000000000
Nike, Inc. (2016, May 30). Retrieved October 30, 2016, from http://subscriber.hoovers.com.offcampus.lib.washington.edu/H/company360/overview.html?companyId=14254000000000
FIX JAPANNike, Inc. (2016, May 30). Retrieved October 30, 2016, from http://subscriber.hoovers.com.offcampus.lib.washington.edu/H/company360/overview.html?companyId=14254000000000
Thinking of Buying Nike Shares%3F Just Do It. (2010). The Wall Street Journal., The Wall Street journal. , 2010.
Nike, Inc. (2016, May 30). Retrieved October 30, 2016, from http://subscriber.hoovers.com.offcampus.lib.washington.edu/H/company360/overview.html?companyId=14254000000000
Matak, M. (2012). U.S. Patent No. 8,253,586. Washington, DC: U.S. Patent and Trademark Office.
Therefore, Adidas is our biggest competitor, so we need to put more advertisements where they have in the past to make their customers more interested in our brand.
(Adidas spent 71% and Reebok spent 76%), Adidas is still our biggest threat because they have a larger variety of places where they publish their advertisements.
Nike’s market cap is illustrated in red, adidas’s in blue.
Things were pretty equal between the two sportswear giants in the early 2000s.
adidas started its hugely popular Y-3 label withDavid Beckham up for a lifetime $160m deal, while Nike made some serious purchases – snapping up Hurley, Converse and Starter for an estimated total of $450m.
Nike launched more on Kobe and michael jordan shoes
adidas, meanwhile, finished the decade far, far behind its rival financially.
Nike and Jordan Brand combine for almost 60 percent of the market
adidas is now the Thrid biggest footwear brand in the States after UA – but none of them can, it seems, realistically topple Nike at the top of the sportswear game
Leach, A. (2015, November 9). Nike vs adidas: Who owns the market? Retrieved October 31, 2016, from Footwear, http://www.highsnobiety.com/2015/11/09/nike-adidas-market-shares/
2016, N. S. (2016, June 9). Battle of the brands: Nike vs. Adidas | Nielsen sports. Retrieved October 31, 2016, from Insights, http://repucom.net/nike-vs-adidas
Nike’s social media numbers dwarf those of Adidas.
On Twitter, Adidas’ 2.9m football and soccer followers are outnumbered by Nike’s 4.6m whilst on Facebook, the gulf is even larger with Nike Football’s page enjoying over 42.2m followers, compared to Adidas’s 21.8m. With almost double the followership of Adidas, Nike reigns supreme in terms of the numbers.
Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of marketing Science, 28(1), 128-137.
EMM Group. (2014, Oct. 16). Nike Proves That Traditional Marketing Still Has Game. Retrieved from http://www.emmgroup.net/insights/nike-proves-that-traditional-marketing-still-has-game.
Liu, J. (2013, Dec. 8). Nike’s Shift to Digital. Retrieved from http://.siteber.com/nikes-shift-to-digital/.
Nike has shifted its focus from traditional advertising to digital marketing
Having a sole feed for each sport and customer support makes things more organized and efficient
Maintaining a high level of customer support keeps them at the top of Twitter
•Gregory, L. (2015, August 09). Nike's Promotion - Marketing Communications Mix - Panmore Institute. Retrieved October 28, 2016, from http://panmore.com/nike-marketing-communications-mix
•Gregory, L. (2015, August 09). Nike's Promotion - Marketing Communications Mix - Panmore Institute. Retrieved October 28, 2016, from http://panmore.com/nike-marketing-communications-mix
•NikeiD. (n.d.). Retrieved October 28, 2016, from https://en.wikipedia.org/wiki/NikeiD
•NIKEiD Custom Shoes and Accessories. Nike.com. (n.d.). Retrieved October 28, 2016, from http://www.nike.com/us/en_us/c/nikeid
