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Essay / Research Paper Abstract
This insightful 13 page case study examines Nike's history, marketing strategy, methods of production & distribution, human resources, and plans to expand overseas. Useful statistics and illustrative charts are included. Bibliography lists 12 sources.
Page Count:
13 pages (~225 words per page)
File: D0_Nike.rtf
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Unformatted sample text from the term paper:
them, Bowerman decided to make the shoe himself. In 1964 Knight and Bowerman formed their own athletic shoe company, Blue Ribbon Sports, each putting up $300 for the first
order of 300 pairs of shoes, manufactured by Onitsuka Tiger, a Japanese shoe manufacturer. They stored the shoes in the basement of Knights fathers house and sold them out of
cars at track meets (Katz, 1994). In 1968 the 2 men formed "Nike", named for the Greek goddess of victory invoked by the legendary runner
from Marathon (from www.nike.com). The Nike "swoosh" logo was designed by a graduate student named Carolyn Davidson, who was paid $35 (Cuttone, 1994). In 1972 Nike broke with Onitsuka in
a dispute over distribution rights. At the 1972 Olympic Trials in Eugene, Oregon, Knight and Bowerman persuaded some of the marathoners to wear Nike shoes. When some of these
runners placed, the 2 men quickly advertised that Nikes were worn by "four of the top seven finishers" (Katz, 1994). -2- In 1975 Bowerman had
an idea for a new sole, which he tested by stuffing a piece of rubber into a waffle iron. The result was the waffle sole, which Nike added to its
running shoes. When running became popular in the 1970s, Nike improved its line of running shoes to appeal to the new market. When enthusiasm for running faded, rival Reebok forged
ahead with its aerobic lines, and Nike responded with shoes for other sports. Nike introduced Air Jordan (a basketball shoe named for basketball star Michael Jordan) in 1985, the Cross
Trainer in 1987, the "Just Do It" slogan in 1988, Air Pressure (basketball shoes with inflatable soles) in 1989, and Aqua Sock (water shoes) in 1990. In the meantime Nike
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