Sarahbeth Gareis

OGL 481 Pro-Seminar I:

PCA-Choosing an Organization Worksheet
Worksheet Objectives:
1. Identify an organization and situation you want to study over the remainder of the course.
2. Describe the organization and situation.

Complete the following making sure to support your ideas and cite from the textbook and other
course materials per APA guidelines. After the peer review, you have a chance to update this and
format for your Electronic Portfolio due in Module 6.

1) Describe your organization.

My organization is Nike. Nike, Inc. is an American multinational association that

is involved in the design, development, manufacturing and worldwide marketing and

sales of apparel, footwear, accessories, equipment and services (Nike, Inc, About Us

2015). Nike is one of the most largely known brands across the globe. Nike,

headquartered in Beaverton, Oregon and puts much of its focus on creating sports

equipment is one of the world’s largest suppliers of athletic shoes and apparel (Nike, Inc,

About Us 2015). Nike has assisted in many sponsorships, community involvement, giving

back to the less fortunate and known for its creative and motivational marketing

strategies. Nike’s trademark of “Just Do It” has shattered barriers for athletes and backed

some the best high-profile athletes around the world with its Swoosh logo.

2) Describe how Describe your role in the organization (it can be internal or external).

My current role within the Nike organization is in marketing. I assist the

organization in finding new talent to sponsor, marketing new apparel they may be

wearing at events and advising which new items are the hottest on the market. “The US

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multinational focuses its marketing strategy on empowering audiences through sport,

promoting emotive messages of strength, equality and diversity. Thus, Nike's campaigns

evoke emotional responses from viewers, succeeding in attracting consumer attention,

forming bonds between the brand and its buyers, and therefore influencing loyalty”

(Pafitis, 2020). As a marketing director I assist in all areas of the business regarding the

Nike image. For me, this role is vital to the company’s success and how consumers view

our products, employees, and athletes sponsored by us.

3. Describe the situation. (See the Canvas instructions for details, especially about how

your situation will be analyzed from five different perspectives over the next five

modules)

Due to Nike being one of the most successful and popular companies in the world

it can come across difficult situation regarding its name, brand, and image of what the

company stands for. The larger a company, the more difficult it can be to keep things on

track. The situation Nike is dealing with is the creation of its shoes containing art which

was not created by the Nike company. The rapper and music artist Lil Nas X had a pair of

shoes, originally made by Nike, customized with graphics, details, and art by MSCHF.

These shoes, customized with satanic bronze pentagram, an inverted cross and a real drop

of human blood. The shoes went on to be called “Satan Shoes.” “MSCHF and its

unauthorized Stan Shoes are likely to cause confusion and dilution and create an

erroneous association between MSCHF’s products and Nike. And Nike has suffered

significant harm to its goodwill, including among consumers who believe that Nike is

endorsing satanism” (Alcorn, 2021).

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With such harm at the Nike name a decision was made to sue the art collective behind Lil

Nas X’s “Satan Shoes which sparked a social media backlash for Nike (Alcorn, 2021).

The settlement involves a trademark infringement lawsuit due to the shoes being sold

separately from Nike and are the Nike Aire Max 97 sneakers. Through much

communication with MSCHF and efforts to reach Lil Nas X, Nike has worked to

continue the lawsuit, but both Lil Nas X and MSCHF have voluntarily recalled the shoes

(CNBC, 2021). Unfortunately, all 666 pairs sold out, meaning there are still hundreds out

in the market. As a marketing director it is my duty to work to ensure situations as such

do not happen again and if so, we have a best practice in place.

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Reference or References

About Us. NIKE COMPANY. (2015, June 2). Retrieved January 17, 2022, from
https://nikecompanyblog.wordpress.com/about-us/

Alcorn, C. (2021, March 31). Nike sues the maker of Lil Nas X 'satan shoes' for trademark
infringement. CNN. Retrieved January 17, 2022, from
https://www.cnn.com/2021/03/29/business/satan-shoes-nike-lil-nas-x/index.html

Bolman, L. G., & Deal, T. E. (2017). Reframing  organizations: Artistry, choice, and

leadership  (6th ed.). San Francisco, CA: Jossey-Bass

CNBC. (2021, April 8). Nike ends lawsuit over Lil Nas X 'satan shoes,' which will be recalled.
CNBC. Retrieved January 17, 2022, from https://www.cnbc.com/2021/04/08/nike-settles-
lawsuit-against-maker-of-lil-nas-x-satan-shoes-.html

Pafitis, E. (2020, August 11). Nike's marketing strategy: What can we learn?: SB. Nike's
Marketing Strategy: What Can We Learn? | SB. Retrieved January 17, 2022, from
https://www.startingbusiness.com/blog/marketing-strategy-nike#:~:text=The%20US
%20multinational%20focuses%20its%20marketing%20strategy%20on,brand%20and
%20its%20buyers%2C%20and%20therefore%20influencing%20loyalty.