Doug Garland Tyler KoczyBill Swancutt

Company Overview• 1957 Phil Knight and Bill Bowerman

meet

• 1971 swoosh is designed by Carolyn Davidson

• 1980 Nike goes public

• 1981 Nike international is formed• 1985 Air Jordan basketball shoes

introduced

• 1990 first Nike Town opens in Portland OR.

• Global expansions

Strengths

• Athletic apparel for every sport• Recognized global brand• Multiple revenue streams

– Nike Town– Nike.com– Nike outlet– Nike employee store– Various retail shops– http://youtube.com/watch?v=_BB7kUUKVN0&feature=related

Tyler

Nike Town

Nike Employee Store

Nike Specialty Store

Nike Outlet Store

Store Layout

The Nike Town layout is good at encompassing the marketing mix. This is achieved by huge photo murals of athletes with the Nike “Just Do It” slogan as part of the brand marketing strategy, easy and fun to shop, because of the unique design, series of pavilions dedicated to specific sports, easily flowing to other areas of the store so customers don’t feel trapped in a maze. The designers of the Chicago Michigan Nike Town Avenue store even managed to increased retail space by adding a fixture and incorporating the street into the marketing space by adding windows to showcase displays.

Weaknesses

• Susceptible to generic knock-offs• Open to world criticism about manufacturing

processes (negative image, sweatshops)

Doug

Opportunities

• Beijing Olympics• Branching into non main stream sports (Skate

boarding, snow boarding, skiing) X-games• Expand Nike Town stores into the international

arena• Advertising tailored to local marketshttp://www.youtube.com/watch?v=GX_5tzwVz3I

• Nike ID Website

Threats

• Adidas/Reebok and other sports companies• Rising manufacturing costs• Changes in political landscape (China)

Sources

• http://www.youtube.com/watch?v=GX_5tzwVz3I• http://youtube.com/watch?v=_BB7kUUKVN0&feature=related

• www.nike.com• www.reuters.com• www.finance.yahoo.com