Nike began in 1964 as Blue Ribbon Sports and was renamed Nike in 1978 after the Greek goddess of victory. Headquartered in Beaverton, Oregon, Nike is now the 25th largest brand in the world and number one in performance sportswear, valued at $14.5 billion. Over the years, Nike has expanded through brand extensions such as Nike+, Air Jordan, Nike Skateboarding, and partnerships with star athletes who become brands themselves.

2. Nike’s story
Began in 1964 as
Blue Ribbon Sports
Renamed Nike in 1978, after
the Greek Goddess of Victory
Headquartered
in Beaverton,
Oregon

3. Nike’s story
No. 25 Brand in the
world
No. 1 in Performance
Today Sportswear
Brand evaluated
at $14.5B

4. Nike’s story
=
Wing of statue of Nike

5. Nike’s story
=

6. Nike’s story
From this

7. Nike’s story
to this.

8. Nike’s story
The Competitive Landscape
33% 22% 8% 3%

9. Nike’s story
Target Consumers
Primary Secondary Emergent
• Young Males, 18-35 • Males, 35-60 • Females, 18-35
• Independent • Fatherly • Rebellious
• Discriminating • Indulgent • Single-minded
Yuppie Buy-me Dad Tomboy

10. Nike’s story
Purchase Motivations
Primary Image
• Young Males, 18-35
• Independent
Performance
• Discriminating
Yuppie Quality

11. Nike’s story
Purchase Motivations
Secondary
• Males, 35-60
• Fatherly Child Satisfaction
• Indulgent
Buy-me Dad

12. Nike’s story
Purchase Motivations
Emergent Image
• Females, 18-35
• Rebellious Performance
• Single-minded
Tomboy Quality

13. Nike’s story
Subsidiaries
Brand extensions

14. Nike’s story
Subsidiaries
• Prestigious Dress Shoe
Brand
• Manufactures Other
Luxury Leather Goods
as Well
• Recently incorporated
Nike Air-Sole
Technology for better
comfort

15. Nike’s story
Subsidiaries
• World-renowned brand
for soccer apparel
• Official partner of
English national
football team

16. Nike’s story
Subsidiaries
• Immediately
Recognizable Legacy
Brand
• Former market leader
in basketball shoes
• Currently being
remodeled into a street
fashion brand

17. Nike’s story
Subsidiaries
• Premium brand for
skateboarding
footwear
• Prized for its lightness
and comfort,
compared to
competitor brands
• Also has beachwear

18. Nike’s story
Brand extensions
Nike+ • Line of Support
Technology products
for use in sports
• Developed in
partnership with Apple
• Includes line of Nike-
branded iPods
designed for running

19. Nike’s story
Brand extensions
Air Jordan • Brand of performance
sportswear and footwear
inspired by Michael Jordan
• Jumpman logo is one of world's
most recognizble
• Launched the Athlete-as-Brand
concept, carried through into
today

20. Nike’s story
Brand extensions
Nike Skateboarding • Nike's attempt to break into the
skateboarder counterculture
• Colors are often quite loud and
attention-grabbing
• Regularly releases limited
Collector's Edition SKUs to
induce completionism and
compulsion to buy

21. Nike’s story
Brand extensions
• Nike's line of high-
performance golf
products, including its
own line of clubs
• Not to be confused with
the subbrand of Tiger
Woods

22. Nike’s story
Brand extensions
• Brand of ice and field
hockey equipment
formerly owned by Nike
• Bauer was sold off in
2008

23. Nike’s story
Athletes-as-Brands
• Nike's marketing strategy is to create brands out of athletes, and
then to have those athletes represent what Nike itself is about.
• These athletes become so recognizable, they reach "one-name
status", meaning mentioning them by their first names alone will
register immediate recognition.

24. Nike’s story
For Example
Kobe LeBron Roger Tiger Rafa

25. Nike’s story
and of course
Michael

26. Nike’s story
As brands themselves, brand athletes
have their own logos

27. Nike’s story
and all have their own advertising campaigns
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28. Nike’s story
which are usually run by Nike's
Agency of Record.
• Relationship with Nike since its
establishment in 1982
• Named Agency of the Year by AdAge in
2010
• Corporate offices in Tokyo, New York,
London, Amsterdam, Delhi, Sao Paulo
• Head office near Nike's, in Portland,
Oregon

29. Nike’s story
Greatness
= Excellence
Superiority

30. Nike’s story
Most of all,
= Superstar

31. Nike’s story
Strengths Opportunities
• Extensive visibility • Almost limitless • Constant influx of potential Nike
through brand-athletes resources for product athletes and teams provides regular
development brand refreshing
• Supreme confidence in • Diverse portfolio • Emerging brand equity with women
branding message
• Capital-intensive • Occasional mistakes in • Allegations of poor • Strong stance of M&A
marketing initiatives athlete selection corporate social by main competitor
responsibility Adidas of lesser
brands
Weaknesses Threats

32. Nike’s story
Recommendations
• Leverage emergent women's market with
more female brand-athletes
• Engage in more community-centered
activities, such as fitness programs for
children, to boost corporate social
responsibility
• Consider purchasing smaller players in
the market to reduce playing field