Image : http://www.flickr.com
"Playing by the rules. But cruel."
The start of activity
Fred Smith of FedEx and the origins Philip Knight's first ideas, what would become Nike Inc. came to him while he was in
School. While working on his master's at Stanford, Knight - an experienced runner, while a student at the University of
Oregon - wrote an essay, he outlined a plan to overcome the monopoly of Adidas shoes on the market. Thoughtthe road
to achieve this was to employ cheap Japanese labor to make a shoe better and cheaper.
The plan was implemented immediately after graduating in 1962. Knight went to Japan with the leaders of Onitsuka Tiger Meet
Co., a manufacturer of imitation Adidas runners, claiming that the director of a company called Blue Ribbon Sports (which has no
exists only in his head). Knight convinced Tiger to export shoes to the United States, even if Blue Ribbon and letsend samples
was able to inspect their employees.
Knight paid for the samples with money from his father. He sent a few pairs of Bill Bowerman, Knight's track coach from his time
University of Oregon, interest in the company was. Knight and Bowerman became partners and put in $ 500 each
Purchase of 200 pairs of Tigers. Blue Ribbon Sports was founded, and Knight began to attend high school track and field events
Sales of shoes from the trunk of hisCar.
Sales amounted to $ 3 million dollars if Knight wanted to dissolve the partnership with the Tiger in the early 1970s. Started Blue Ribbon
Manufacture its own line and began selling its Nike line (named after the Greek goddess of victory) in 1972. These Nike shoes first
were now decorated with internationally recognizable swoosh logo - Knight had commissioned for $ 35 - and had the '
The traction-improving "waffle soles, designed by Bowerman, while hisWoman with a waffle iron.
Building an empire
Blue Ribbon (later renamed Nike in 1978) in the 1970s and 80 years largely due to marketing Knight
Strategy. He thought, not good when the momentum Nike advertising but rather to push his athletes product experts.
Fortune smiled Knight partner Bill Bowerman became the coach of the U.S. Olympic team and many of the best results
the team decided shoe feet with Nike. Of course, when the runners performed well, the shoes he wore were
highlighted. Steve Prefontaine, a bold and unconventional American record holder, became the first spokesperson for Nike shoes.
After the tennis player John McEnroe ankle injury, started to wear a Nike shoe top three quarters of this special and a turnover
Brand jumped from 10,000 pairs to over 1 million. As Knight had hoped to fameathlete endorsements to the success, the
Company. Knight also capitalized on a jogging craze, and through clever marketing to convince consumers that are only
Do the best in the world.
The Air Jordan helped the company continue to prosper in 1980. In the first year of the shoe has more than 100 million dollars.
Knight realized his initial goal of replacing Adidas as the number one worldwide producer of footwear in 1986. Until then, total
had exceeded $ 1 billion. But for the negligence of the growing interest in sneakers, Nike would be to address some
Difficulties.
Problems and disputes
Turnover decreased by 18% 1986-1987 as Reebok trendy, stylish aerobic shoes came to be in high demand. Knight had
Recognizing that the technical achievements of the Nike does not satisfy those who placed above the aspect of performance. The
NikeAir was Knight's response to Reebok. Stimulates sales and put Nike back in first place in 1990.
Corporate monster that became the subject of public outrage Nike in 1990, when the stories of young people killed for their
Nike began to circulate. It was believed that Nike was promoting their shoes too strong.
In the same year Jesse Jackson attacked Nike for the omission of African-Americans on its board or among its vice-presidents,despite
the fact that its customer base was mostly black. Jackson Nike boycott lasted until black council member was appointed.
He also made use of a controversy on the Knight of Asian workers was exploited as cheap labor.
Through all the bad press, which was forced by events on the Nike, Nike has continued to sell well. And
1993 Sporting News voted Knight "the most powerful man in sport"although he was neither an actor nor a manager. Knight
Championship Marketing is praised and is considered an important factor for its impressive successes.
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