Nike is an American multinational corporation that is engaged in the design, development, manufacturing and worldwide marketing of footwear, apparel, equipment, accessories and services. They’re known universally for producing a wide range of sports equipment for the amateurs and the professionals. They’ve built their reputation thanks to a great marketing campaign and by sponsoring the most famous professional sportsmen. As of 2012, it employed more than 44,000 people worldwide. In 2014 the brand alone was valued at $19 billion, making it the most valuable brand among sports businesses.
1. Key partnership(s) – Is the company owned by or aligned with any other company? …show more content…
Nike has never relinquished that position again. While Nike had designed footwear and apparel for golf and soccer for a number of years, the mid-1990s signaled a deepening commitment to truly excel in these sports. In 1994, Nike signed several individual players from what would be the World Cup-winning
Brazilian National Team. In 1995, Nike signed the entire team, and began designing the team’s distinctive uniform. Nike also signed the US men’s and women’s national soccer teams, as well as dozens of national teams around the world. In 1996, Nike Golf landed a vastly talented but as-yet-unproven young golfer named Eldrick “Tiger” Woods for a reported $5 million per year. Competitors laughed and critics howled at Nike’s "folly," until Tiger won the 1997 Masters.
Nike rang in the new millennium with a new footwear cushioning system called Nike Shox, which debuted during Sydney in 2000.
The 2002 “Secret Tournament” campaign was Nike’s first truly integrated, global marketing effort. Departing from the traditional “big athlete, big ad, big product” formula, Nike created a multi-faceted consumer experience in support of the World Cup. Today, Nike continues to seek new and innovative ways to develop superior athletic products, and creative methods to communicate directly with the consumers. The company has continued to