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The Evolution of Nike

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Nikita Pereverzin

on 20 October 2014

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Transcript of The Evolution of Nike

The Evolution of Nike
Just Do It

The Beginning...
Target Market
Wide variety of products
Nike markets to every group possible
targets both males and females of all ages

Target Market cont.
Targets age
products become more complex as new sports are introduced
Each age group has different sport/activity
Youth more willing to spend more to keep up with trends
Origins of Nike
Phil Knight
CEO of Nike

-“Blue Ribbon Sports”
-Founded at the University of Oregon in 1964
-Phil Knight & Bill Bowerman
-1970’s: Nike designs/sells original products
-Very few CEO’s.
-Phil Knight: 1968 to 1990, 2000-2004.
- Mark Parker (current): 2006-present
Graduated from University of Oregon (1959)
Enrolled in the Stanford Graduate School of Business.
Traveled to Japan
found Tiger sports shoes
secured distribution rights
for the Western United States
Knight became partner with
Bowerman (1964)
The Nike Philospohy
Nike Finance
Founded in 1962 from $500 investments from Phil Knight and Bill Bowerman
now worth 65.87 billion
Americans spend approximately 38 billion a year for shoes
athletic footwear accounts for 35% of all footwear sold

Nike: 30.4 %
Adidas: 15.5%
Reebok: 11.2%
buy high quality, inexpensive, Asian shoes
increases competitive appeal
sales closely related to Olympics/healthy stock market
dominates market because of effective marketing
association of “just do it” and company branding with quality

Financial Strategy
General upward growth
drop in 1999 caused by poor marketing and an over-reliance on Michael Jordan
Higher price points increase perceived product value
higher price points associated with value
increases demand
sporting equipment (gloves, mitts, etc): $20-$150
shoes: $75-$200
t-shirts: $20-$45
jackets: $40-$120
pants: $30-$120


main method of promotion:
product sponsorship from well known athletes/ sports teams
Customer Service
Chat with Nike experts
Customer satisfaction (refund, credit, etc.)
focuses more on image than individual products
sponsorships of players --> strong competitor in the sports industry

Social Responsibility
Nike Recycles!
Products from recycled polyester

Every Decisions considers N7

Invests in the "Girl Effect" to end poverty

Social Responsibility
Provide access to sports and exercise
physical activities have decreased

Lower the budget for physical education

To increase life-expectancy
Nike distributes most of its sneaker products to large chain retailers

using computers and computer systems they track product inventory and deliveries along with orders in retail stores

Nike has large distribution centers that they use to get their product to the retail stores
Cuizon, G. (2009, February 13). In Audit on Nike's Marketing Strategies. from http://www.suite101.com/content/audit-on-nikes-marketing-strategies-a94404
Phil Knight. from http://en.wikipedia.org/wiki/Phil_Knight. (n.d.) from http://en.wikipedia.org/wiki/Phil_Knight
The Global Footwear Market: Athletic and non-Athletic Shoes, from http://www.marketresearch.com/map/prod/2091872.html

Barff, Richard and Austen, J. (1993). "'It's gotta be da shoes': domestic manufacturing, international subcontracting, and the production of athletic footwear." Environment and Planning A 25: 1103-14.
Wikipedia.com https://www.wikipedia.org/
What University did Phil Knight attend?
Who was the first athlete that Nike sponsored?
Who are Nike's main competitors?
What famous basketball player did Nike sign, in 1984 to introduce their new shoe line
Finish this famous Nike slogan: " There is no_______ _______ ."
Full transcript