Abstract

Nike, the largest seller of athletic footwear and athletic apparel in the world with subsidiaries in over 200 countries across the world, has attempted to keep itself on the cutting edge of technology. Nike has been launching new technically advanced shoe models from time to time, backed by innovative advertisements, celebrity endorsements, successful associations (college teams) and event sponsorships. When it faced a crisis in the late 1990s, Nike decided to strengthen its management, overhaul its information systems, and streamline supply chain management. Since then, Nike has been achieving rapid growth by using aggressive marketing tactics. However, the company still faces many challenges in the wake of changing fashion trends, the falling sale of its higher- priced shoes, and increasing competition. The case discusses the evolution of Nike’s marketing strategy and the company’s various initiatives to strengthen its competitive position in a changing environment.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

Nike, Adidas, Reebok, Phil Knight, Bill Bowerman, The crisis of Nike, Restructuring of Nike, Supply chain, Product development, Mindy Grossman, Advertising, Weiden & Kennedy, Just do it, Ben Moore