Nike was founded in 1962 and has grown to be a leading sports brand. Its mission is to be the world's leading sports company and vision is to inspire every athlete. Nike's strategy focuses on partnering with top athletes to influence mass fan followings. It aims to be the top brand for sports equipment and promote its wear as fashion. Nike has strong brand image but relies heavily on footwear sales and celebrity endorsements. It sees opportunities in new markets and products but faces threats from currency fluctuations and negative publicity.

2. HISTORY
Philip Knight
 Established in 1962
 Founded by Philip Knight
 Originally named Blue
Ribbon Sports
 Renamed as Nike in 1970
 Designed the Swoosh in 1971
 Aired first ad campaign in
1988

3. MISSION
To be the world’s leading sports and fitness
company
🚀

4. VISION
To bring inspiration and innovation to every
athlete in the world
🔭

5. STRATEGY
 Believes in “pyramid of influence” where it
targets a small percentage of top atheletes
having a massive fan following
TOP
ATHELETES
MASS FAN
FOLLOWING

6. OBJECTIVES
 To be the world leader in sports equipment
and apparel
 To promote sports wear as fashion wear
 To enhance brand image by allying with
companies respected for social
responsibilities
📊

7. SWOT Analysis

8. Strength
 Strong global brand image
 High product quality
 Efficient R&D Department
 Loyal customer base
💪

9. Weakness
 Dependence on footwear sales
 Dependence on retailers
 Marketing solely driven by celebrity
endorsements
 Accused of violating labor laws
👎

10. Opportunity
 Could incorporate recycled materials in their
products
 Growing segment of female athletes
 Promoting sports wear as fashionable wear
 International expansion into growing markets
like Brazil
 Additional marketing to appeal to new
demographic groups
💡

11. Threats
 International currency changes reduce profits
 Negative publicity due to child labor,
controversial brand endorsers etc
 Highly competitive industry
 Profits mainly dependent on the sale of shoes
💀

12. Advertising Strategy
 Signs up top sports person as its brand
endorsers
 To expand overseas, made its advertisements
likeTV ads more relevant to the regional
masses
 Promoting equality as feminism is at its peak
 Nike aired its first ad in 1988 in its “Just Do It”
campaign, the most popular campaign so far
which subtly challenges people to chase their
goals

13. CHRISTIANO RONALDO
• Cristiano Ronaldo has generated over $500 million
in 2016.
• Ronaldo is the third athlete to sign a "lifetime"
endorsement with the company.
⚽️

14. TIGERWOODS
• In 2001, he signed a five-year extension that was
worth $100 million.
⛳️

15. MICHAEL JORDAN
• Michael Jordan is worth $1 billion, according to
Forbes.
• The brand brings in $2.5 billion a year in sales
🏀

16. The Four Ps

17. PROS, CONS And RISKS Associated
With Marketing Strategy
 PROS: Strong marketing strategy, works on
technological advancements, high quality
products
 CONS: Has the image of luxury brand, should
launch a cheaper line of products for middle
class customers, and work on eco-friendly
products
 RISKS: Promotes through celebrity endorsers
which is risky since sportspeople are often
involved in scandals like doping etc

18. If you were Adidas, how would
you compete with Nike?
 I would spend more on R&D, primarily on
eco-friendly products which is a weak spot for
Nike
 I would collaborate with major giants to
launch a new line of products like Nike+ and
Fenty by Puma
 Sponsor sports team, coaches etc
 If Nike was endorsing them, I would overpay
them to lead Nike

19. RECOMMENDATION
 Should establish an apt ecommerce network
to sell to customers directly
 Should keep track of changing market trends
 Should target growing economies like China
etc
 Promote gender equality more aggressively
 Keep in check so as to not violate any more
labor laws

20. Summary
 History
 Mission
 Vision
 Strategy
 Objectives
 SWOT Ananlysis
 Advertising
 Recommendation

21. Disclaimer
This presentation is made by Anvesha Bhatt
during a marketing internship by Prof.
Sameer Mathur, IIM Lucknow.