The Orbis

school

Marketing
NIKE
Mahaveer Dhadiwal

12-Deneb

Index
S no. Particulars Page no.
1. Introduction
2. Why I selected
NIKE
3. Competitors
4. Logo
5. Tagline
6. My product-Nike
Phantom Venom
7. Features
8. Permissions and
license
9. Packaging and
warehousing
10. Conclusion
11. Bibliography
 Introduction
1.Nike, Inc. (/ˈnaɪki/)[note 1] is an American multinational
corporation that is engaged in the design, development,
manufacturing, and worldwide marketing and sales of
footwear, apparel, equipment, accessories, and services.
2 The company is headquartered near Beaverton, Oregon,
in the Portland metropolitan area. It is the world's largest
supplier of athletic shoes and apparel[4] and a major
manufacturer of sports equipment, with revenue in excess
of US$24.1 billion in its fiscal year 2012 (ending May 31,
2012).
3. As of 2012, it employed more than 44,000 people
worldwide. In 2014 the brand alone was valued at $19
billion, making it the most valuable brand among sports
businesses.[5]
4. As of 2017, the Nike brand is valued at $29.6 billion.[6]
Nike ranked No. 89 in the 2018 Fortune 500 list of the
largest United States corporations by total revenue.[7]
5.The company was founded on January 25, 1964, as
Blue Ribbon Sports, by Bill Bowerman and Phil Knight,
and officially became Nike, Inc. on May 30, 1971. The
company takes its name from Nike, the Greek goddess of
victory.
6. Nike markets its products under its own brand, as well
as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Blazers, Air
Force 1, Nike Dunk, Air Max, Foamposite, Nike
Skateboarding, Nike CR7,[9] and subsidiaries including
Brand Jordan, Hurley International and Converse.
7. Nike also owned Bauer Hockey (later renamed Nike
Bauer) from 1995 to 2008, and previously owned Cole
Haan and Umbro.
8. In addition to manufacturing sportswear and equipment,
the company operates retail stores under the Niketown
name. Nike sponsors many high-profile athletes and sports
teams around the world, with the highly recognized
trademarks of "Just Do It" and the Swoosh logo.
Why I selected NIKE
 Competitors
Adidas is a worldwide producer of sporting goods and
holds a leading position in the industry. Nike is the largest
seller of athletic footwear and athletic apparel in the world.
Both the companies used the FIFA world cup as a
powerful weapon in order to boost their sales.
Adidas is ahead of Nike in terms of marketing strategy.
Adidas has exploited its home advantage at the World
Cup. It narrowed the gap with Nike by purchase of Reebok
($3.8 billion) in 2005 and expects to strengthen its control
over the market. Adidas strategy was to heavily invest on
the events rather than sponsoring teams and players. It
already signed a $350 million deal to extend its World Cup
partnership with FIFA up to 2014.
With 50 percent market share of the Indian sports shoe
market in 2001, Reebok India (Reebok), the Rs.950 million
Indian arm of the Boston (USA)-based $3 billion fitness
and sportswear giant Reebok International Ltd. had left
competitors Adidas and Nike behind. Being the first of its
kind to enter India, Reebok had an edge over its
competitors. In 2001, its business had grown by 18
percent.
 Logo
(Swoosh)

Nike.Inc is a leading American global corporation

headquartered in Washington County, Oregon that is
widely regarded as the biggest manufacturer of high-
quality apparel, footwear, sports equipment and other
accessories. The company was originally established in
1964 by Bill Bowerman and Phil Knight as “Blue Ribbon
Sports”. Its current name was adapted in 1978. With total
assets of US$ 15.465 billion as of 2012, the company now
employs more than 44,000 people across the world.
The Nike brand, with the iconic trademark of “Just Do It”
and the legendary Swoosh logo, is valued at $10.7 billion,
making it the most valuable brand in the sports industry.

DESIGN ELEMENTS, HISTORY AND EVOLUTION OF

NIKE LOGO
Shape of the Nike Logo
The Nike logo is widely regarded as one of the greatest
and most popular logos in history. One of the reasons that
allow the simple and fluid Swoosh logo to embody success
is its extraordinary ability to make us see movement in
particular ways. It was conceptualized by a graphic design
student named Carolyn Davidson in 1971. She was paid
only $35 for the rights to use it.
The Nike “Swoosh” logo symbolizes the wing in the far-
famed statue of the Greek Goddess of victory, Nike, who
largely influenced countless brave warriors. Other folklore
suggests that, a Greek would say, “When we go to battle
and win, we say it is Nike.”
The original mark was termed as “the strip”, but it was later
referred to as “Swoosh”, as a reference to the fibers used
in Nike shoes. The Nike “Swoosh” logo made its debut in
the spring of 1972, when it was featured on the vamp of an
athletic shoe. It was registered as a trademark in 1995 and
has since become the exclusive corporate identity of Nike
Inc.
Colors of the Nike Logo
The Nike logo has traditionally used the red and white
color palette. The red color exemplifies passion, energy
and joy, whereas the white color stands for the nobility,
charm and purity of the Nike brand.
Font of the Nike Logo
Until 1995, the Nike logo featured the company’s name
using Futura Bold typeface in uppercase characters.

Tagline
(Just do it)
Just Do It (stylized as JUST DO IT. and set in Futura Bold
Condensed)[1] is a trademark of shoe company Nike, and
one of the core components of Nike's brand. The slogan
was coined in 1988 at an advertising agency meeting. The
founder of Wieden+Kennedy agency, Dan Wieden credits
the inspiration for his "Just Do It" Nike slogan to Gary
Gilmore’s last words: "Let's do it."[2] The "Just Do It"
campaign allowed Nike to further increase its share of the
North American domestic sport-shoe business from 18% to
43%, (from $877 million to $9.2 billion in worldwide sales)
from 1988 to 1998.[3] In many Nike-related situations, "Just
Do It" appears alongside the Nike logo, known as the
Swoosh.
The "Just Do It" campaign launched in 1988 was highly
successful, with the company defining the meaning of "Just
Do It" as being both "universal and intensely personal." [4]
While Reebok was directing their campaign at aerobics
during the fitness craze of the 1980s, Nike responded with
"a tough, take no prisoners ad campaign." One of the
campaign's objectives was to target all Americans—
regardless of age, gender or physical fitness level—and
Nike's fundamental objective was to represent sneakers as
a fashion statement to consumers, which led to Nike
apparel becoming worn beyond just as fitness gear. The
"Just Do It" campaign went out to a range of media outlets
including merchandise, outdoor billboards, print media,
and graffiti art.
Throughout the campaign, Nike enlisted a range of people
from varying ethnicities and races, as well as numerous
notable athletes, in order to attract customers and promote
the image of Nike as being reliable to not only everyday
customers but professional athletes. Athletes such as
football stars Bo Jackson, Ronaldinho and Wayne Rooney,
basketball stars Michael Jordan, and Kobe Bryant and
tennis stars Roger Federer and Rafael Nadal were used in
their advertisements.[5][unreliable source?]
The campaign embodied Nike's image as an innovative
American icon associated with success through the
combination of professional athletes and motivational
slogans emphasizing sportsmanship and health. This led
to customers associating their purchases with the prospect
of achieving greatness.

My Product- Nike Phantom

Venom
The new year means new cleats and Nike have come out
strong with the brand new Phantom Venom. The Phantom
Venom replaces the similarly titled Hypervenom Phantom
as being the cleat custom designed for finishers. If you’re
the player responsible for putting the ball in the back of the
net, these cleats are for you. So what’s different you ask?
There are lots of things to be excited about as Nike took
the best features of the aforementioned Hypervenom,
combined it with some new technology, and threw in some
T90 nostalgia for good measure. The result is the all-new
Phantom Venom.

UPPER
The Phantom Venom has taken what worked from the
Hypervenom with an ultra comfy Flyknit upper and Flywire
cables to give that perfect lockdown. Where they have
made big changes is in covering the laces with Flyknit to
give a bigger strike zone and adding some texture to the
insole. While covering the laces is not exactly on the same
level as the Phantom Vision’s Ghostlace system, it is
effective and looks clean.
SOLEPLATE
The soleplate on the Phantom Venom looks significantly
different than the Hypervenom 3, but is actually very
similar in design and feel. The HyperReactive plate is the
same flexible Pebax and nylon mixture that gives support,
flexibility, and traction in all directions. It looks far different
with a faceted structure aesthetic and different stud
configuration. Whereas the Hypervenom 3 had a mixture
of studs and chevrons for cutting and striking, the Phantom
Venom is all chevrons. The result is a flexible feel ideal for
agility and explosive speed in all directions.
 Features
There are many features that make Nike shoes different
from other brands of shoes. Some of these features are:
– A pair of Nike makes perfect flexibility – Yes, you get the
elusive flexibility of shoes from Nike.
– Nike shoes provide excellent support – Nike shoes
comes with a herringbone pattern and a solid rubber,
which adds to the comfort and support of users.
– Nike shoes are lightweight and durable – Despite
provides exceptional comfort, flexibility, of Nike shoes are
very light. If you buy a pair of Nike shoes for specific
sports, you will definitely reap the benefits for a long time.
– Nike shoes help prevent foot injuries – It is one of the
most important reasons for the popularity of Nike shoes.
These shoes have features that protect your feet while you
are participating in any sport. Shoes reduce the likelihood
of catastrophic foot injuries.
There are many models of Nike shoes to choose from.
Each sport has specific designs and styles of footwear.
This is because different sports have different
requirements than shoes. When you buy Nike shoes,
make sure you buy the right model that will satisfy you in a
particular sport. You can even find the Nike shoes for
walking and running activities.
Many people buy Nike shoes, even if they do not play any
sports. They use their favorite Nike shoes in casual outings
and events. Because of so many benefits, Nike sports
shoes are one of the best sports shoes available on the
market today.
Permissions and licensing
Packaging and warehousing
Conclusion
Bibliography