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Essay / Research Paper Abstract
This 6 page paper provides an overview of the corporation. Its history is explored and how it will fare in the struggling economy is discussed. Bibliography lists 8 sources.
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6 pages (~225 words per page)
File: RT13_SA247Nik.rtf
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ago when Phil Knight and Bill Bowerman had experimented with shoe designs ("Nike," 1996). They met at the University of Oregon in 1957 and soon created Blue Ribbon Sports in
1962 as they attempted to create quality American running shoes (1996). By 1972, the company was renamed Nike for the Greek goddess of victory and the Swoosh logo had
been designed by a graduate student by the name of Carolyn Davidson, who was paid $35 for her efforts (1996). At the 1972 Olympic Trials in Oregon,
Knight and Bowerman had persuaded people who ran in the marathon to wear NIKE brand shoes and when some of these runners placed, they became a part of an advertising
campaign that boasted that NIKEs had been worn by four of the top seven finishers ("Nike," 1996). Nike grew. A new sole was developed in 1974 and the companys
popularity had increased significantly during the 1970s (1996). By 1979, it had 50% of the market share for American running shoes and it went public in 1980 (1996).
The company expanded and would create the Air Jordan basketball shoe and the Cross Trainer two years after that (1996). The "Just Do It" campaign had been introduced in 1988
(1996). It was in 1992 that its first real store opened and was dubbed Niketown (1996). The company launched a Jordan athletic and footwear apparel division in the 1990s, but
falling sales caused some job loss in 1998 (1996). In 2001, Nike would open its first Nikegoddess store in Newport Beach (1996). Nike is an American success story that
is currently enduring the wrath of the recession. However, in exploring Nike, one should also look at the history of the industry in general. How did Nike become so successful?
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