Nike History

In the U.S., adults want to have brand-name sports car, while 70% of young people dream is to have a pair of Nike shoes.
The early 1970s, Nike has in a short period of 10 years became the largest U.S. shoe company, to the mid-1980s, Nike's annual turnover has exceeded $ 3.7 billion takeover of the U.S. sports shoe market more than half of Nike's 1999 sales reached $ 95, to become a world-class companies chasing.
Unique cultural values
Nike in 1964 by the University of Oregon distance runner Phil Knight and his coach • Bill • Portman formed a partnership. It is a business graduate of the Knight in Si Tanfu paper-based created, reflecting some of the track star and sports fans of the idea: an increasing number of athletes to wear the Japanese production of inexpensive high-quality running shoes. Fair and Portman in 1964 formed a "Blue Ribbon Sports company", each investing $ 300 a shoe factory in Japan commissioned by Portman's design trial of 300 pairs of sneakers, 72-year company, "the ancient Greek victory Goddess "Nike name.
Portman told the Knight, a track and field team is composed of one team, everyone must stand still to hard to improve his or her performance, competitive athlete's credo is: "There is no end." The price waterhouse five-year accounting career, told Knight "commercial operation of the basic principles." This special background of life, so Knight will race in the company's inception athletes "no endpoint" and "commercial operation of the basic principles of" combining the never-ending struggle of the individual spirit, innovative spirit and business constraints through always in the business operations, then the "sports, performances, free and easy, free movement in the spirit" as Nike's corporate culture and the pursuit of individual core.
Knight encouraged freedom of thought, like the Knight of the enterprise campus, there are forests, jogging trails, lake, soccer fields, standard features that work should be as free as at home. Nike is a senior manager described his company: this is a company full of hand, foot and brotherhood. Happy to drink with colleagues, talked about sports and active, and some self-proclaimed renegade character. With the strategy every six seminars, always shouting against each other known.
Technological innovation and market innovation
The early 1970s, due to the gradual rise of the jogging movement, millions of people began to wear sports shoes, sports shoes not only comfortable to wear, but also a symbol of health and the young, athletic shoes will be popular in the mass market. At that time, Adidas, led by the "iron triangle" did not grasp the trends of the market, Nike has run into. • Portman Bill 1974 created a new sole, soles are more flexible than others, this seemingly simple product innovation will be pushed to the Knight's career a new milestone. In 1976, Nike's sales from $ 8.3 million in 1975 soared to $ 14 million. Companies to develop new styles of running shoes and spend huge sums of money, to the late 1970s, Nike has nearly a hundred researchers, many of whom are biological, chemical, experimental biology, engineering, technology, engineering and other related science degree. This strong research efforts to develop more than 140 different styles of products, many products on the market the most innovative and most advanced technology. These styles are based on different foot type, weight, running speed, training programs, gender and skill level design. These styles, different prices and multi-purpose products, attracting thousands of runners and make them feel Nike is to provide the most complete variety of running shoes manufacturers, millions of all kinds, a variety of capacities runners have this idea that in a rapidly growing industry, is a very attractive image.
In 1979, Nike decided to market it and track and field stadium expansion from the homes of ordinary people (especially teenagers), to create a newer, larger markets and development. In two completely different market operations, in order not to lose the traditional formal sports market conditions, to maximize the attractiveness of Nike, which the challenge is in adapting popular sports achievements awareness and information on how to achieve balance and consistency. To this end, Nike decided to become an integral part of youth culture and status symbol as a basis for beginning to rethink its advertising strategy, and the introduction of a new marketing model.
Nike Air insoles is like a promotional advertising, in advertising the film is not used blindly promote Nike products and technical performance advantages of the usual way, instead of using a new idea: by the representative and symbol of the famous four shell worm hippies band playing the famous song "Revolution", the new figure in the rebel rhythm, melody, a group of Americans who wear Nike products are mesmerizing to fitness training ... ... the ad accurately meet the newly emerging changes in fitness wind and age fashion, gives a refreshing feeling. This strong promotion of ways to make Nike's market share reached 33% and reached the "iron triangle" to the 1981 Nike's market share reached 50 percent, ahead of Adidas. This ad is so successful, as well as making it part of Nike's corporate culture.

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