Nike Case

Study
Group 3 – AAST Prime
Markets that Nike
Operates in
•Nike operates in both Consumer and Global
Markets.

•Since 1962, Nike keeps providing reliable

sportswear and equipment to their
consumers with maintaining communication
through campaigns and ads.

•Nike started in the US, then expanded to

Europe and then to most parts of the world,
adapting its marketing campaigns to suit each
culture.
Nike’s Products
•Nike offers wide range of high-quality
sports-related products including shoes,
apparel and equipment.

•Nike has different product lines to

satisfy the needs of different categories
of target audience like: Nike Golf, Nike
Pro, Nike+, Air Jordan, Nike Blazers, Air
Force 1, Nike Dunk, Air Max, Foamposite,
Nike Skateboarding, Nike CR7, and
subsidiaries including Jordan Brand and
Converse.
 •Nike is not only providing high-quality
sports products, but rather a whole
experience.

•Nike produce everything from wrist

Nike’s watches to skateboards to swimming

caps.

Market •Nike offers their audience a reputable

brand and commits to a high-quality
product.

Offering •In 2008 and 2009, Nike hosted the

largest and only virtual race “Human
Race 10K” in partnership with Apple
using Nike+ Technology, in which Nike
had shared the interest with their
audience.
Nike’s Competitive
Advantage

NIKE’S COMPETITIVE NIKE PARTNERED UP WITH APPLE AND

ADVANTAGE IS INNOVATION, RELEASED NIKE + TECHNOLOGY WHICH
ENABLES ATHLETES CAPTURE THEIR
WHERE NIKE STRIVES TO MILEAGE, CALORIES BURNED AND PACE
PROVIDE INNOVATIVE DESIGNS AND STORES THE INFORMATION TO BE
FOR THE ATHLETES AND DOWNLOADED, THAT TECHNOLOGY
SPORTWEAR MARKET. LEADED TO GROWING TO 60% MARKET
SHARE IN THE RUNNING CATEGORY.
Nike’s Integrated Marketing Relationship Marketing

Holistic Products: Nike Manufacturers sports

footwear, apparel and equipment Customers: Nike is targeting

Marketing
athletes and Sportswear Market.
Communication: Nike initiated very
successful marketing campaigns

Strategy featuring accomplished athletes in

different sports including Steve
Prefontaine, Michael Jordan, Maria
Partners: Nike has partnered with
Foot Locker and Apple.
Sharapova, Roger Federer, Rafael Nadal
and Lance Armstrong. In addition, Nike
hosted the largest and only virtual race Channel: Nike has distributors
“The Human Race 10K” in partner with worldwide.
Apple.
Channels: TV Campaigns,
Championships and Sports events
 Performance Marketing Internal Marketing
Nike’s
Holistic Revenues: Nike’s revenues in FY 2009
exceeded $ 19 Billion. Senior Management in Nike
appreciates that employees are
Marketing Brand & Customer Equity: Nike has
created a strong brand through
brilliant marketing combines with
the business’ most effective
marketing tool and have to be

Strategy quality products, Nike excelled in

building their Brand Equity.
motivated to give their best.

Environment: Nike puts efforts in Employees wear branded

recycling old shoes into new ones.
Legal: Nike abides to the laws of each
country they exist in
Community: Nike promoted veiled
swim and sportswear in attempt to
deliver a belonging message to all
athletes
uniforms, which resemble the
sportswear and enjoy packages
that are premised on the concept
of Nike being a kind and caring
company.
 Adidas is Nike’s main
competitor
Nike’s In 2008 Summer Olympics in Beijing,
although Adidas was the official sponsor,

Main Nike received special permission from the

International Olympic Committee to run
Nike ads featuring Olympic athletes during

Competitor
the game.
Some believed that Nike’s marketing
strategy was more effective than Adidas’s
sponsorship