Nike is the number one athletic footwear company in the US and one of the most recognized brands globally. In 2001, Nike reported over $9.5 billion in sales. While Nike has excelled in innovative marketing campaigns featuring celebrities like Michael Jordan, and introducing new products like the Nike Shox shoe, the company recognizes it still has work to do to reach its goal of global leadership in the athletic industry. By 2010, Nike aimed to expand into new international markets like soccer and countries including China, Germany, and Japan.