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Nike Company

JUST DO IT

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Summary

Part 1 : Nike's Story

Part 2 : Two Men

Part 3 : Timeline

Part 4 : Brand Logo

Part 5 : Marketing Strategy

Part 6 : Advertising

Part 7 : Adidas

Part 8 : Labor Practices

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Nike's Story

Part 1

-Who is Nike?


-The origins

-The meteoric rise of the brand (thanks to a strategy that stands out)

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And it is only in 1978 that they decide to rename entirely the company Nike. After that, Nike succeeded in imposing itself on the market of sportwears in which competitors were already well established, such as adidas, puma etc., the American company, thanks to a well-tried marketing strategy, sponsorships of big stars, organizations and events manages to surpass its competitors

Formerly BlueRibbon Sports, the company is settled in Beaverton, in Oregon, near to Portland. It was founded in 1962 by Philip Knight and Bill Bowerman.

Two Men

Part 2

Phil Knight, a native of Portland, USA, studied at the University of Oregon where he obtained a degree in accounting and a diploma in journalism in 1959. During this period, he joined the school's running team where he first met his coach Bill Bowerman, who would later become his partner.

The two men, passionate about jogging, had the idea of putting on the American market a compromise that would combine high quality and attractive prices. This is where the idea of importing sports shoes from Japan was born, and a few years later, the manufacturing and distribution of pairs of sneakers on a national scale

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Brand Logo

Part 4

The name of Nike "Niké" winged goddess of victory. Over the years, the logo has remained faithful to the original design, it has changed colors and sizes but has never been fundamentally modified.

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The logo originally paid only $ 35 to an art student is now recognized around the world, it symbolizes the movement, energy and strength.

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Marketing strategy

Part 5

In an inspiring blog on Forbes, Celinne Da Costa - a story architect, has emphasized three reasons to

use storytelling skills in Marketing strategy :

• Be different in the sea of sameness
• Create a sense of belonging
• Complete a mission

#1 Nike’s social media content type: User-generated content
#2 Feature collaborations with celebrities
#3 Join in customer’s social conversations
#4 Let influencers to promote the brand
#5 Invest in product analytic

Nike frequently uses pictures of individual athletes or an entire team of athletes, usually wearing Nike products,
to promote its brand. They rarely focus on the product, as much as the people showcasing them.

Creating An Emotional Connection With The Audience

Part 6

These conventions that are constantly repeated are what help consumers to recognize the advertisement

as belonging to Nike very quickly. The conventions that remain present in every Nike ad that help to create brand
recognition are the consistent graphic elements, the indelible Nike swoosh and the slogan “Just Do It. ” Nike is an
iconic brand.

They are heroic, noble, fierce looking people (Gould). These ads focus on the intense inward focus of a supreme athlete.

Adidas

Part 7

Just like Nike, Adidas was able to put forward popular artistic collaborators to modernize the brand. Athletes, singers, public figures, Adidas touches a wide culture, which ensures its durability.

He took over many companies like Arena or Le Coq Sportif and specialized in soccer in the 70s.
At his death, the company experienced a large crisis. Adidas, on the verge of collapse, decided to sell the company to Bernard tapis.
Just like Nike, Adidas was able to put forward popular artistic collaborators to modernize the brand. Athletes, singers, public figures, Adidas touches a wide culture, which ensures its durability.

Adidas was founded in 1949 by Adolf Dassler, who specialized in the manufacture of sporting goods.
After starting a company with his brother Rudi, which was linked to many complications, leading to the separation of the two brothers, Adolf created his own company, from his nickname "Adi" and the beginning of his surname "Das".
Later, his son Horst took over and developed Adidas worldwide, becoming a partner with the Olympic Games.

Labor Practices

Part 8

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-Poor Labor Practices in Asian Countries

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-Child Labor in Cambodia and Pakistan

-Paid Below low wages

-Vigorous overtime

-Poor Health and Safety Conditions

-Poor medical facility

-Restrictions on drinking water...

Thank you!

Zakaria Goudjil & Gwendal Royer

https://business-cool.com/entreprendre/entrepreneurs-inspirants/parcours-inspirant-de-phil-knight-fondateur-de-nike/


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