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Analysis On Nike

Nike, originally known as Blue Ribbon Sports, was founded by University of Oregon track athlete Phil Knight and his coach Bill Bowerman in 1962. The company initially operated as a distributor for Japanese shoe maker Onitsuka Tiger, making most sales at track meets out of Knight's car. Many top Oregon runners began wearing shoes, and the shoe's popularity grew quickly.
The company's first self-designed product was based on Bowerman's "waffle" design in which the sole of the shoe was molded by a waffles iron. A 1965 Warner Brothers cartoon featured the coyote trying to catch up the road runner in Nike (rather than the usual Acme), perhaps an inspiration for the later use of the name.
The company's profits grew quickly, and in 1966, its first retail store was opened. In 1978, Blue Ribbon Sports renamed itself to "Nike" after the Greek goddess and sponsored runner Steve Prefontaine. The sponsorship of athletes became a key marketing tool for the rapidly growing company.
By 1980, Nike had reached a 50% market share in the United States athletic shoe market. Its growth was due largely to word of mouth advertisement, rather than television or print adverts, which knight and others in the industry found distasteful. Nike's first television commercial ran in 1987. Throughout the 1980s Nike expanded its product line to include many other sports and regions throughout the world.
Nike has more than 20,000 retailers around the world and offices located in 45 countries outside the United States. In Singapore, there are several major franchisers such as Berca International Retail Distributor, Elush Retail, Wing Tai Asia Private Limited and Royal Sporting House.

Strengths:
• Nike is a global brand. It is the number one sports brand in the World. Its famous 'Swoosh' is instantly recognizable.
• Nike has been the youngest sports brand in the industry as it started in year 1972.
• The Nike name and associated trademarks have appeared everywhere from players' shirts,...