Historical case of Nike brand

1. The history of Nike brand1When phil knight founded Nike in 1964 with $500, he never dreamed that it would become the largest brand of sports shoes in the world.

1972, Knight and Ballman finally invented a kind of shoes and decided to make them themselves. They contracted production tasks to Asian factories with cheap labor and named the shoes Nike, which was named after the Greek god of victory.

At the same time, they also invented a unique logo Swoosh (meaning "whoosh"), which is extremely eye-catching and unique. Every product of Nike has this logo. In short, Swoosh is the initial stage of Nike logo creation: the history of Nike mentioned in the 1960s and 1970s must be traced back to 1958. At that time, founder phil knight was only a track team player at Oregon State University, and he often complained to coach Bowerman during practice that the United States never produced a really good pair of sports shoes.

Knight majored in accounting and returned to China to teach in Portland after graduation. 1964, Knight and his coach borman each invested $500 to set up a sports shoes company named Nike, which comes from Greek and means "victory".

In the early days of the company, Knight used his relationship in sports to shuttle back and forth in various track and field venues and set up stalls to sell his running shoes. At that time, all the products were purchased from Japan, and he often thought that American-designed sports shoes must have unlimited potential.

In the early 1970s, Knight began to implement his own idea of designing shoes. At the same time, after careful research and investigation, he found that the market demand was enough to support him to establish his own production line. But in the end, I decided to learn from Japanese production experience. 1972, Knight signed the first contract with Japan to formally produce Nike sports shoes completely designed in the United States.

In the following years, the yen continued to appreciate and the labor cost was high, which made the cost of producing shoes in Japan higher and higher. At this time, Nike has accumulated stable overseas production experience and extended its reach to manufacturers in more countries.

In order to reduce the production cost, Nike moved the Japanese production line to South Korea and Taiwan Province Province with relatively low labor costs on 1975. After the cost is greatly reduced, Nike has more abundant resources to engage in R&D and marketing activities.

Nike expanded its OEM business from countries with low labor costs, which was a revolutionary move in the industry at that time. Nike knows that the production of shoes must inject intensive labor, so it is bound to seek overseas low-cost OEM, and there is no room for change.

Nevertheless, there are still risks in overseas OEM, and the distance and cultural differences between different countries increase the difficulty of quality control. Therefore, when Nike places a large-scale order with a foundry, it often goes through a very careful evaluation process to ensure that the finished product can meet Nike's quality standards.

During this period, Nike's strategic focus is completely focused on: 1. Establish the best overseas production and operation mode; 2. Explain new designs and styles for original equipment manufacturers; 3. It is difficult to maintain quality standards and strive for revival: In the early 1980s, Nike made a fortune and continued to play the role of a professional manufacturer of sports shoes in the United States, but it did not have any production plants in the United States. Soon, the number one competitor Reebok followed.

Founded in 198 1, under the leadership of its founder and CEO Paul Farman, it has sprung up suddenly, launched sports shoes with novel design and strong momentum, and successfully swept some markets. By the mid-1980s, Reebok had been able to compete with Nike in the fierce competition.

1987, Reebok by going up one flight of stairs topped the sports shoes market with sales of 99 10/00000 USD and 30% share, followed by Nike with 597 million USD and 18% share. In the struggle between Nike and Reebok, the problems and opportunities lie entirely in the changeable target market and the essence of design orientation.

In other words, young people (teenagers and young adults) buy not only sports shoes, but also the "fashion sense" represented by the shoes themselves. Both shoe giants realize that if they want to expand the market scale, they must transfer the original concept of professional sports shoes to a broader "fashion-seeking" youth and young adults market.

Reebok Cave took the lead in entering this gold market, and gave Nike a heavy blow with superior products and aggressive public relations activities. Filmon, CEO of Reebok, once publicly criticized Nike: "Knight is just a shoemaker and always thinks he is a great athlete." .

Knight responded contemptuously: "I hate Reebok, because its research and development system is simply a cottage." In order to counter Reebok's provocation, Nike made up its mind to invest heavily in the research and development of new products. The most popular classic product is Nike air shoes in the late 1980s.

John Horan, a critic, once expressed his views on Nike air shoes in the special issue of American Sports Industry: "In fact, it is an easy-to-understand shoe-making technology, which only needs to inject air into the sole to form an elastic insole, and that's all." Nike pneumatic shoes were not officially launched until the early 1990 s and achieved unprecedented success.

Therefore, the 1980s was an era when Nike faced difficulties and made great efforts. During this period, Nike suffered fierce market competition, which established the strategic theme of new product development and design in the future. Top: Nike Air Cushion Shoes went on the market with great fanfare in the 1990s, and spent millions of dollars to hire NBA superstar Michael Jordan as the product spokesperson to engage in various marketing and advertising activities, which set a new high in the sponsorship price of sporting goods in history and made the whole world admire it.

The attraction of advertising is linked with Nike's air-cushion shoes, Jordan's image and almost magical basketball skills. Since then, Nike has gradually recovered its lost ground in the market. Reebok, forced by the situation, hastily launched "Reebok pumps", with shaquille o'neal, the second red star in NBA, as the spokesperson. Unfortunately, the general trend has gone.

At this time, the share of Nike increased from 25% in 1989 to 28% in 1990, and Reebok decreased from 24% to 2 1%. This counterattack was surprisingly successful, which made Nike deeply realize.

2. Nike brand history 1972, the track and field coach of the University of Oregon, as a coach, pays close attention to his athletes and understands their sports needs.

He is not only a coach, but also a teacher. He gave his athletes a "competitive response"-learning how to win.

Bowerman is also an innovator. During his inspiring trip to New Zealand 1962, he brought back the new concepts of running and physical health to the United States. At the same time, he quickly caused a revolutionary response in American sports. He brought new training methods and completely changed the training methods of athletes.

Bowerman instilled the spirit of loyalty, competition and teamwork into his athletes bit by bit, and gradually laid the foundation of Nike's cooperative culture today.

As a coach, Ballman is committed to constantly making his athletes perform better. Therefore, he designed sports shoes for athletes that are less likely to be injured and can make them perform better. His shoes are lighter and more comfortable than those at that time.

He tried all kinds of materials for his athletes to try.

Phil knight, founder of Nike (1957)

He is an excellent middle and long distance runner.

Although he didn't win many competitions, Ballman's "competitive reflection" inspired him to reach the limit and give full play to his best desires and longings.

Phil knight is studying business management at Stanford University. He once wrote an article about Japanese production opportunities. He thought that a low-priced and high-quality Japanese sports shoes would replace the leading position of German sports shoes in the American market.

Ballman's guiding principle for his athletes as a coach is also Knight's business principle.

"Competitive response" to make a commitment.

Show ... mentally, physically and emotionally.

Pay attention ... do your best.

Win by competition ...............................................................................................................................................................................

3. History of Nike Company 1972, Nike Company was formally established. Its predecessor was the Blue Ribbon Sports Company invested by the current Nike President phil knight and Coach Bill Ballman.

1973, steve prefontaine, the record creator of the American 2000- 10000 meter run, became the first track and field athlete to wear Nike sneakers.

1978, Nike international company was formally established. Nike shoes began to enter overseas markets such as Canada, Australia, Europe and South America.

1979, the first downwind running shoe with Nike patented air cushion technology was born. The first Nike clothing production line was put into production.

1980, Nike entered China and set up the first Nike production liaison office in Beijing. After that, Nike adhered to the concept of "local for local", not only introduced advanced technology to China, but also devoted itself to the cultivation of local talents, production technology and sales concept, taking local products and using local products, and made rapid development in China.

1996, Nike (Suzhou) Sporting Goods Co., Ltd., a wholly-owned subsidiary, was formally established in China, with its headquarters in Shanghai and branches in Beijing and Guangzhou (Hong Kong was also incorporated into China District as a branch in 1 2002).

In May 2002, Nike began to hold a 3-on-3 football match between Nike and Scorpion nationwide. Hundreds of youth teams competed for medals in Guangzhou, Shanghai, Beijing 14, 16 and 18 respectively. This is another great move made by Nike for the development of youth sports in China.

In August 2002, in China, Nike not only supported the development of football in China, but also paid attention to the development of teenagers. It launched a series of large-scale youth sports activities called "My Dream", and launched the Nike Super Cup for Youth Football and the 4-to-4 Youth Football Open.

In 2008, Nike was selected as the first brand with buyer satisfaction in China compiled by the World Brand Value Laboratory, ranking 14.

What I want is the development history of Nike. Let me introduce a book to you. Useful! Title: The Way of Nike: Eight Rules for Winning the Business Crown Abstract Today, the brand "Nike" has been deeply rooted in people's hearts.

Owning a pair of Nike sneakers has become the dream of millions of young people. Nike's success is not accidental, it has its own secret of success.

This book analyzes Nike's development history, brand, advertising and marketing, business strategy, competitive strategy, corporate culture, innovation strategy and social responsibility in detail, so that readers can learn the most knowledge in the least time. This book is suitable for business managers, business people, consultants and people interested in Nike.

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What I'm asking for is the history of Nike's development. I'll introduce you to a book that can be used! Title: The Way of Nike: Eight Rules for Winning the Business Crown Abstract Today, the brand "Nike" has been deeply rooted in people's hearts.

Owning a pair of Nike sneakers has become the dream of millions of young people. Nike's success is not accidental, it has its own secret of success.

This book analyzes Nike's development history, brand, advertising and marketing, business strategy, competitive strategy, corporate culture, innovation strategy and social responsibility in detail, so that readers can learn the most knowledge in the least time. This book is suitable for business managers, business people, consultants and people interested in Nike.

Author Sun belongs to People's Posts and Telecommunications Publishing House, version number 1, publication date 1, 05, 10, 0 1, Classified marketing management ISBN belongs to 7-115-13838-9/f.658 folio 16 Open-shelf paperback paper number 65438 2 "Goddess of Victory": How Nike achieves brand hegemony,1. Brand becomes the source of rich profits, 18, the voice of the brand-"slogan" 21,how Nike builds the brand connotation of brand 23. Learn from Nike-let your brand dominate 39 rules 3 powerful engine: Nike's creative advertising 45 Nike's advertising behavior 48 advertising-Nike shoes "air cushion shoes" 50 unlimited spread-Nike's advertising creativity 53 win-win game-the protagonist of Nike's advertising 59 extreme star advertising-Jordan's trip to China 63 rules 4 world factory: Nike's virtual management 69 "borrowing chickens and laying eggs" 73 Nike's global raiders in the information age. Kloc-0/ Mibangwei-China's Virtual Management Attempt 87 Rules 5 Competitive Environment of Sports Commodity Market 97 Sharing Feast 100 Development of Nike Industrial Chain 109 Law for Sports 6: People-oriented Nike Culture 1 15 Nike's. "Campus"/KOOC-0//KOOC-0/7 "Athletes" Company-Nike Man/KOOC-0/20 Rule 7 is unconventional: Nike's road to innovation and development/KOOC-0/29 the inspiration of American muffins/KOOC-0/32 the secret of "innovative kitchen"/KOOC-0/29. Ren: Nike Crisis Management/KOOC-0/47 Anti-Nike Tide/KOOC-0/49 Nike Crisis/KOOC-0/50 Nike Sense of Responsibility/KOOC-0/59.

6. History of Nike: Headquartered in Beaverton, Oregon, USA, Nike is a world leader in designing and marketing sports shoes, clothing, equipment and accessories for various sports and fitness activities. Founded in 1972, its predecessor was Fernett, the current president of Nike. It is the first blue ribbon sports company developed by 1967, and invested by coach Bill Ballman. It is a lightweight and wear-resistant nylon marathon running shoe. 1973, Perry Fontaine, the creator of the American 2000- 10000 meter run, became the first track and field athlete to wear Nike sneakers. 1978, Nike international company was formally established, and Nike shoes also entered overseas markets such as Canada, Australia, Europe and South America, becoming the brand with the highest market share of sports products in the world.

Nike started from a small company that produces running shoes, and has been committed to innovation and design, constantly increasing investment, with a view to producing products that can improve athletes' performance. In China, Nike signed sponsorship agreements with four A football clubs as early as 1994. At the same time, it also maintains close cooperation with men's basketball team and women's basketball team. The company is also committed to the cultivation of sports stars and opportunities for young people to participate in sports. 1996-97, Nike fully sponsored China Jianlibao Youth Team to study in Brazil. For the first time, a 3-on-3 basketball match, Nike High School Men's Basketball League and Youth Football Super Cup were established.

Nike's slogans "just do it" and "no end" are the best proof of all the achievements made by Nike: success is never the past tense, but the future tense.

founder

Track and field coach Bill. Bowerman (USA) and Phil, a middle and long distance runner. Night (USA)

Date of establishment

1972

Name meaning

The name of the Greek goddess of victory

trademark

SWOOSH (feather) symbolizes the wings of the Greek goddess of victory and stands for "speed+movement".

Current operator

Still run by the founder.

Present nationality

American brand

The Development History of Nike Company

1957

Phil knight-Young middle and long-distance runners and excellent track and field coach Bill Bowerman cooperate with each other to provide athletes with the best performance products.

1964

The establishment of blue ribbon sports, two 500 dollars, one handshake, is equal to the future Nike company.

1965

Jeff Johnson, the first full-time employee of BRS Company.

1968

Innovative CORTEZ and Boston running shoes.

197 1

Nike & Goddess of Victory, Nike Company was formally established. Nike began to own its own sports shoes, the first of which was running shoes.

1972

Waffle "omelet" outsole-lighter and more durable.

1973

Fred Fontaine-the first Nike champion. Because of its strong fighting spirit and indomitable spirit, it is known as the "soul" of Nike.

1979

Downwind running shoes, the first pair of shoes with NIKE AIR-SOLE air cushion. Nike is headquartered in Beaverton, Oregon.

198 1

EKIN is established.

1985

The launch of the basketball series of rising star Jordan and the first generation of flying Jordan is Nike's most successful sponsorship investment.

1989

Rebuilding Nike's World Park in Beaverton.

199 1

AIR 180 perspective visual air cushion.

1992

AIR HUARACHE-foot sticking technology.

1993

Air cushion king

1994

AIR MAX square combined air cushion technology.

1997

Nike signed a contract with the Brazilian Football Association 10, and will move towards the position of global football leader.

1997

Zoom air impacts the air cushion.

1999

Adjustable air cushion.

2000

Nike SHOX technology.

7. Nike Bill Bowerman's most detailed history-the founder of Nike 1972, the track and field coach of the University of Oregon, as a coach, he is very concerned about his athletes and understands that the sports needs of athletes are not only the coach's. He is such a teacher. He gave his athletes a "competitive response"-learning how to win. Ballman is also an innovator. During his inspiring trip to New Zealand 1962, he brought back the new concepts of running and physical health to the United States. At the same time, it quickly caused a revolutionary response in the American sports world. He brought new training methods. The training methods of athletes have been completely changed. Ballman instilled the spirit of loyalty, competition and teamwork into his athletes bit by bit, and gradually laid the foundation of Nike's cooperative culture today. As a coach, Ballman is committed to constantly making his athletes perform better. Therefore, he designed sports shoes for athletes that are less likely to be injured and can make them perform better. His shoes were lighter and more comfortable than the sneakers at that time. He tried all kinds of materials for his athletes to try. Phil knight, the founder of Nike (1957), is an excellent middle and long distance runner. Although he didn't win many games, Ballman's "competitive reflection" inspired him to reach the limit. Phil knight is studying business management at Stanford University. He once wrote an article about Japanese production opportunities. He believes that by then, a low-priced and high-quality Japanese sports shoes will replace the leading position of German sports shoes in the American market. Ballman's principle as an athlete coach is also Knight's business principle. "Competitive response" made a commitment to show ... mental and physical, emotional care ... try our best to compete, To win ................................................................................................................................................................., the main suppliers are relatively professional athletes and coaches. They began to establish new relationships with athletes, many of whom will last a lifetime. After getting an mba, Knight began his world tour. During his stay in Japan, he contacted onitsuka tiger Sports Company, which produces high-quality professional sports shoes. At the same time, he began to find and develop development opportunities for them in the American market. A new company appeared. Knight named it "Blue Ribbon Movement"-the predecessor of Nike, the early retail store (1968) 1968. Blue Ribbon Sports opened its second retail store in Oregon, USA. He became a runner's paradise, because at that time, there were no real scientific running shoes. So runners suddenly feel that there is a real sports company to share sports and running with them. At the same time, it undertakes the obligation to manufacture authoritative professional sports shoes. Early retail stores were generally opened on the playground, which provided Nike employees with a place to learn business and directly contact our guests. A foundation established by Nike. Ballman, we should share our commitments and obligations with each other. Then everyone can get much more results through teamwork than individuals. The birth of a new brand (197 1) The new brand was born only half a year ago. Knight invited a female college student from the Art Department of Polish National University to design a fast and dynamic logo.

Blue Ribbon decided to use this swoosh. Knight said, "I don't particularly like it, but I believe it will grow with us." The brand name Jeff Johnson, the first full-time employee of Nike, awakened his dream of "Nike". Nike, the wings of the Greek goddess of victory. After a week of debate, the Committee adopted Johnson's suggestion. The first logo, Nike's name and logo, officially appeared in 1972 (1972). Nike's office sells products in Poland for the first time. Every employee of Nike encourages his friends and family to visit the office building. Nike started grassroots promotion (654 38+0972) Blue Ribbon Sports introduced Nike for the first time in 1972 American Olympic cross-country race, and at the same time, runners saw Waffle outsole shoes for the first time. The design of the Waffle Sole was inspired by the fact that Ballman's wife cooked breakfast for him, which was the inspiration of the Waffle Bottom. The change of the outsole of sneakers is revolutionary, which also revolutionizes running and provides a lighter weight for sneakers. More wear-resistant outsole. Runner mark covert was the first runner to cross the finish line in nike Waffle outsole running shoes (1972). Sidney Wicks wears early Nike sneakers (1972). Nike signed new star Sidney Wick. Vickers was one of the first athletes to wear Nike basketball shoes. As Ballman said, Nike is committed to providing athletes with light and better sports equipment. Many athletes use Nike sports equipment one after another. Nike Soul (1973) 1973, American record holder Steve Prefontaine became the first track and field athlete to wear Nike sneakers. Through Ballman's training, he let many young athletes go to Nike, a young sports brand. The reason why Prevontein is called "the soul of Nike" is because of his indomitable spirit and tenacious fighting spirit, as well as his desire for victory. Unfortunately, his life span only reached 1975, and he died in a car accident at the age of 24. Waffle trainer (1974) first appeared on the back cover of the United States. This is a very exciting advertisement. At the same time, he made a small note. At the same time, it has become a very good emotional way to contact consumers and Nike brands. In fact, "no end" is also Nike's motto. Nike is never complacent, and always surpasses its previous success to provide our customers with the most authoritative and dynamic products and services. It's not just a product. What's more, the company's tile-roofed training shoes have become the best-selling sports shoes in the United States. Research, design and develop Nike's innovative technology. In this sneaker designed and developed for women, a trend mistake was made. In order to strengthen stability, it is not in line with human movement.

8. The history of Nike The development of Nike ● 1972, Nike was formally established.

Its predecessor was the Blue Ribbon Sports Company invested by the current Nike President phil knight and Coach Bill Ballman. ● 1973, Perry Fang Ting, the record creator of the American 2000- 10000 meter run, became the first track and field athlete to wear Nike sneakers.

● 1978, Nike international company was formally established. Nike shoes began to enter overseas markets such as Canada, Australia, Europe and South America.

● 1979. The first Thaiwind running shoe with Nike patented air cushion technology was born.

The first Nike clothing production line was put into production. ● 1980, Nike entered China and set up the first Nike production liaison office in Beijing.

After that, Nike adhered to the concept of "local for local", not only introduced advanced technology to China, but also devoted itself to the cultivation of local talents, production technology and sales concept, taking local products and using local products, and made rapid development in China. ● 1996, Nike (Suzhou) Sporting Goods Co., Ltd., a wholly-owned subsidiary, was formally established in China, with its headquarters in Shanghai and branches in Beijing and Guangzhou (Hong Kong was incorporated into China District as a branch in 1 2002).

● In May 2002, Nike began to hold a 3-on-3 football match between Nike and Scorpion nationwide. Hundreds of youth teams competed for medals in Guangzhou, Shanghai, Beijing 14, 16 and 18 respectively. This is another great move made by Nike for the development of youth sports in China.

● In July 2002, Nike specially invited NBA superstar vincent carter, known as "Dr. Free Guest", to Beijing. Carter's aim is to support the youth basketball cause in China and spread the culture of freelancers. ● In August 2002, Nike will sponsor a group of "street basketball teenagers" representing American free basketball culture to come to China to learn skills from their peers in China.

● In July 2002, Nike invited vincent carter, an NBA superstar known as Dr. Fang, to Beijing. The purpose of Carter's trip is to support the development of youth basketball in China and donate rebounds to chinese basketball association on behalf of Nike. In August 2002, Nike will sponsor a group of "street basketball teenagers" representing American free basketball culture to come to China to learn from their peers in China.

In China, Nike not only supports the development of football in China, but also pays attention to the development of teenagers. I launched a series of "My Dream" large-scale youth sports activities, and launched China 3-on-3 basketball match, Nike High School Men's Basketball League, Nike Youth Football Super Cup, 4-on-4 Youth Football Open and other activities.