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COMMUNICATION PATTERN

OF

SUBMITTED TO: SUBMITTED BY:
Ms. RICHA MANOCHA MOHINI GUPTA ( F-12)
NEHA KHANNA (F-07)

INTRODUCTION
Nike is a major publicly traded sportswear and equipment supplier based in the United States.
The company is headquartered near Beaverton, Oregon, which is part of the Portland
metropolitan area. It is the world's leading supplier of athletic shoes and apparel[4] and a
major manufacturer of sports equipment with revenue in excess of US$18.6 billion in its
fiscal year 2008 (ending May 31, 2008). As of 2008, it employed more than 30,000 people
worldwide. Nike and Precision Cast parts are the only Fortune 500 companies headquartered
in the state of Oregon, according to The Oregonian.
The company was founded in January 1964 as Blue Ribbon Sports by Bill Bower man and
Philip Knight,[1] and officially became Nike, Inc. in 1978. The company takes its name from
Nike , the Greek goddess of victory. Nike markets its products under its own brand as well as
Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding and subsidiaries including Cole
Haan, Hurley International, Umbro and Converse. Nike also owned Bauer Hockey (later
renamed Nike Bauer) between 1995 and 2008.[5] In addition to manufacturing sportswear and
equipment, the company operates retail stores under the Nike town name. Nike sponsors
many high profile athletes and sports teams around the world, with the highly recognized
trademarks of "Just does it" and the Swoosh logo.

if not exceeding all four.S. The board is currently composed of 10 members. and the interests of our shareholders. you are an athlete STRUCTURE Nike was founded on a handshake. we have extended these to include corporate responsibility issues as a central part of our governance system. the author of our textbook. our task has been to maintain this same Ethic across our operations. our teammates. We have put in place corporate governance policies and practices to help us achieve this. Six board committees share responsibility for overseeing specific policies and procedures. including athletic teams at the University of Portland. As we have grown from a two-man partnership to a global business. COMMUNITY REALTIONS Nike sponsors many of the colleges sports teams in Oregon. executive. with care spent on the grounds and structures.MISSION "To lead in corporate citizenship through proactive programs that reflect caring for the world family of Nike. puts it. compensation. our consumers. eight of whom are independent non-executive Directors as defined under the listing standards of the New York Stock Exchange. The appearance of Nike headquarters is nothing short of "attractive. corporate responsibility. Sarbanes-Oxley Act and other laws. finance and nominating and corporate governance." as Fraser P. and those who provide services to Nike" VISION Helpful hints and tips on writing a Vision Statement “To bring inspiration and innovation to every athlete* in the world" * If you have a body. . As far as community expectations as laid out in our textbook Nike meets. Seitel. teamwork. honesty and mutual respect. including audit. Board of Directors Nike’s board of directors is responsible for corporate governance in compliance with the U. In recent years. Implicit in that act was the determination that we would build our business based on trust.

implementation and accountability components. through expanded markets. more business and increased revenues. one factory at a time. and as it grows I'm sure it will continue to be. training. Nike represents its roots in Oregon just as much as Oregonians represent it. cheerleading. baseball. Nike's community outreach team makes it seems as if Nike has its hand in activities and events all over Oregon. designs. The partnership between the companies in the community is a great example of great community relations. encouraging suppliers to invest in worker training and by sharing best practices and the results other Nike suppliers have seen when they implemented some of those practices in their own facilities. in 2005 alone. Another characteristic of the organization listed as important to communities. bats. skateboarding. corporate social responsibility has become increasingly important—to publicity and to the bottom line. equipment. In addition. It’s also important to clearly define the rules and hold Nike employees accountable for compliance with Nike’s principles. tennis. and children’s shoes. wrestling. The stability of the company is illustrated through its constant growth in size.   CORPORATE SOCIAL RESPONSIBILITY Nike takes foreign timeframes and differing cultural norms into account by working with suppliers and their employees. sport-inspired urban shoes. Increased innovation through freedom of association. Beyond Nike's willingness to sponsor many of Oregon's athletic teams. basketball. Suppliers. Not to mention the internships and such they offer to college students. Nike really is changing the world. and accessory products worldwide. and various athletic and recreational uses. increasingly understand that the benefits of ethical practices can enhance their own bottom lines. The company offers various categories of shoes. Nike helps them define the project goals. Nike has become a business ambassador. golf. sport balls. Inc. walking. timepieces. It also provides shoes for aquatic activities. soccer. protective equipment. and accessory items. volleyball. apparel. better quality. including socks. outdoor activities. other buyers and non-governmental organizations to design CSR endeavors. Nike also employs suppliers’ human resources department as a strategic partner. As the first world countries become increasingly aware of working conditions throughout the world. teaching suppliers that regardless of their location or local operating environment it makes good business sense to treat their workers fairly. As for pride. athletic bags. Morris says. electronic devices. By working with its suppliers rather than dictating to them. the company offers sports-inspired lifestyle apparel. One of the first steps in crafting a successful CSR plan is defining what “good” looks like. . eyewear. lacrosse. a study accounted for about 16. gloves.580 opportunities for employment from Nike for Oregonian residents. for their part. develops. Key elements are designing upstream business processes that support good working conditions and efficient product flow. This includes supporting sustainable business practices. Nike takes these issues seriously. bicycling. including running. plus a more prosperous workforce and a more robust local economy are icing on the cake. Nike press releases Nike. it provides a line of performance equipment. Further. and markets footwear.

and licensees. independent distributors. golf accessories. training equipment. All Star. Having dealt with corporate responsibility issues in the previous decade and continuing to enforce high labour standards and increased monitoring. "Become Legendary" Legendary is one of the only words that can be used to describe basketball great Michael Jordan. The cornerstones of these campaigns have been Nike’s athlete brand ambassadors.” and “Maybe It Was My Fault. Phil Knight told the world on CNBC’s special “Inside Nike” that he doesn’t “believe in advertising. nikestore. team sports apparel. John Varvatos. eyewear.com. in 2000. Bragano.golf clubs. As of May 31. Nike could go nowhere but up. as well as markets apparel with licensed college and professional team and league logos. The following are two of the campaigns that have set Nike apart since 2000. Chuck Taylor. Nike launched the “Become Legendary” campaign in January 2008 to coincide with the release of the Air Jordan XX3 in the same year. “‘BECOME LEGENDARY’ is intended to inspire consumers to exceed expectations. Lance Armstrong. were at the top of their game or climbing to the height of their legendary status. Using evocative imagery. “it doesn’t look like advertising” (Inside Nike).” According to a Nike press release. CORPORATE CONSUMER RELATION Nike entered the new millennium with a brand portfolio that any company would envy and spokespersons of the likes of Michael Jordan. Oregon. Nike has implemented campaigns throughout the company’s history that combine public relations. and belts. marketing and advertising. However. the ad campaign animates the . it offers licenses to produce and sell NIKE brand swimwear. And the company reached for the stars. Nike. The company sells its products to retail accounts. and various equipments designed for sports activities under the NIKE brand name. Additionally. Roger Federer and others who. children’s clothing. Inc.” On that foundation. challenge conventional views of sportsmanship and explain that greatness is attainable. electronic devices. through stores.” “Clock tower. 2008. also markets its products under the brand names of Converse. and Hurley. Jack Purcell. per Knight’s request.” “Look Me In the Eyes. The company was founded in 1964 and is headquartered in Beaverton. The ads were called “It’s Not about the Shoes. Literally. Cole Haan. it operated 296 retail stores in the United States and 260 retail stores internationally. as well as through its Website. One Star. The campaign features a series of television ads airing for the first time during significant professional sporting events.

Nike started the Let Me Play Fund with $425. but allowing anyone to register and log their run on the Nike+ Web site. Whether honouring the accomplishments of a world-renowned athlete. making the message more effective. .Authentic. The Nike+ Web site is a social network that allows users to log their workout information and share it with other users. Nike+ technology includes a chip inserted into Nike+ running shoes that communicates with the runner’s iPod or Nike+ Sport Band. By empowering the consumer. "Nike+" "Nike+" is less of a campaign and more of a technology meant to create a new lifestyle for consumers. Empowered with a means of tracking progress and maintaining accountability. holding 10k races in 25 cities. In 2007. and Inspirational . or simply make it easier. but the message in each campaign is meant to empower the consumer. pace and other training variables important to serious athletes and fun for casual athletes. The data can then be uploaded to the Nike+ Web site. 2008. as well as setting goals while connecting with an online network of cheerleaders. responding to a negative situation in the public eye or capitalizing on the growth of social media. To prove the company’s commitment to the advancement of female athletes. consumers interact with Nike on a regular basis. Nike builds an undeniably positive relationship with its number one public.which speak directly to the brand pillars derived by Michael Jordan's personal values and philosophy for success” (“Jordan Brand Unveils ‘BECOME LEGENDARY’ New Brand Campaign in Celebration of Air Jordan Legacy”). Uncompromised. among others. Here comes the fun part.000 to issue grants for equipment and uniforms for girls’ sports teams (Howard). Earned. Nike responded to Don Imus’s derogatory comments regarding Rutgers’ female basketball players by launching a campaign touting the accomplishments of famous female athletes like Serena Williams and Mia Hamm. Nike used this technology to put on the Nike Human Race 10k on Aug. publicizing the benefits of organized sports for women and girls. Nike has been able to key into what people were already thinking about.Jordan Brand core truths . The message Of course Nike is in the business of selling products and making money. "Let Me Play" and support for female athletes Nike published the original “Let Me Play” ad in 1995. 31. The timing The planning of the release of each campaign has been impeccable. tracking mileage.

10. there are several challenges faced by this multi-national. From an internal branding standpoint. On . The headlines for all eleven maxims are the following: 1. In coordinating the internal communication efforts at Nike. Nike is a brand.” The maxims were established five years ago and each has an overarching headline for quick recall as well as a story to provide more contexts. 5. Engage in Nike’s business – listen. Evolve immediately. the maxims become slogans by standardizing how Nike employees communicate about their work and decisions they need to make. Thus. The consumer decides. build momentum In fulfilling these objectives. Nike is a company. Simplify and go. 6. We are on the offense. fundamental communication that allows employees on all levels to use a common set of terms to remind their colleagues to continue in Nike’s values of inspiration and innovation. At the foundation of employee communication is Nike’s maxims. “If you have a body. Be a sponge. Lee directs the communication team to accomplish the following objectives for employee Communication: 1.INTERNAL COMMUNICATION Nike’s communication strategy stems from the organization’s mission “to bring inspiration and innovation to every athlete* in the world”. Inform employees about Nike’s strategic priorities. It is our nature to innovate. coined by founder Bill Bowerman. though. you are an athlete”. the sayings become a part of the company’s culture and vocabulary. 3. The mission statement’s asterisk points to a famous saying. addressing language barriers across continents. 2. Excite employees about the brand initiatives. drive business results. 9. you get our maxims and we have a book that describes what each maxim stands for. as opposed to a specific demographic. Master the fundamentals. Inspire employees through innovation and inspiration 2. Lee and his team have been successful in creating consistent modes of spreading information throughout the company.” The eleven maxims represent consistent. which enable everyone to recognize what “Remember the man” means. In addition to trying to reach employees in retail and distribution centers. 4. growing organization. and trying to break through the inundation of information in the workplace. which broadened Nike’s scope as an organization that can inspire people universally. be inclusive 4. Lee cites a challenge in “keeping it fresh. learn. Co-workers are able to hold each other accountable to “do the right thing” and “be on the offense. 3. New employees are trained on these sayings. Lee and his team strive to create and sustain consistent messages within the company so that Nike’s mission is fulfilled. Educate and empower managers 5. measuring overall impact. 7. which Lee describes as “eleven truisms that every employee knows here. Do the right thing. 8. When you go through orientation.

Nike still faces the struggles of communicating within a large organization. the communications team strives to reach employees through varied and innovative methods. but with the spirit of experimentation and evolution. The second Emmy for advertising earned by Nike was for a 2002 spot called "Move. 2000 if every dire prediction about Y2K came to fruition." a satirical look at what a runner might face on the morning of January 1.a foundation of Nike’s mission statement and the 11 maxims." which featured a series of famous and everyday athletes in a stream of athletic pursuits. Nike also has earned the Emmy Award for best commercial twice since the award was first created in the 1990s. during the New York Marathon. This was the beginning of a successful partnership between Nike and W+K that remains intact today. the first and only company to receive that honor twice (1994. The Cannes Advertising Festival has named Nike its Advertiser of the Year on two separate occasions. In addition to garnering awards. The first was for "The Morning After. 2003). Nike aired its first national television ads. ADVERTISEMENT It has chosen many ways to advertise such as Newspaper Television Internet Magazines In 1982. Nike advertising has generated its fair share of controversy . created by newly formed ad agency Wieden+Kennedy. it is clear that the company’s commitment to communication will result in even greater success in the future.