The Brand Nike Essay Sample
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The Brand Nike Essay Sample
When people hear the name Nike they think of great footwear, quality apparel and top of the line athletic merchandise. People wear the Nike swooshes with pride, thinking what they are wearing will improve their own personal athletic goals, or simply boost their self-confidence. People also purchase the Nike brand because they relate it with so many of the athletes who Nike endorses. People like LeBron James, Tiger Woods, Maria Sharapova, and Michael Jordan. These athletes wearing the Nike sign, was what really got the consumers to buy brand name items. But, most people don’t know where the brand Nike originated from.
You might be surprised to know that one of the world’s dominant shoe, sports equipment and clothing brands was named after the Greek goddess of victory — and that the inspiration for the name struck during a dream. It began in 1964 with a casual agreement and between University of Oregon track coach Bill Bowerman and Phil Knight. The pair formed Blue Ribbon Sports and began importing Japanese brand running shoes, known today as ASICs, in the United States. In 1967, Knight and Bowerman made the handshake deal formal and incorporated as BRS Inc. Jeff Johnson signed on in 1965 as the company’s first full-time salesperson and opened Blue Ribbon Sports’ first retail outlet the following year. In 1971, Johnson made an incalculable contribution to the company: One night, he dreamed of Nike, the Greek goddess of victory, and suggested the name to his bosses. The company used the moniker for its first footwear product to feature the “Swoosh” mark — a soccer cleat called the Nike, whose name beat out Knight’s suggestion that they call it the Dimension 6.The Swoosh trademark was created by a graphic-design student from Portland State University. It was agency co-founder Dan Wieden who coined the now-famous slogan “Just Do It” for a 1988 Nike ad campaign, which was chosen by Advertising Age as one of the top five ad slogans of the 20th century
NBA star LeBron James, who entered the league in 2003 signed a seven-year $9 million dollar deal with Nike. Another top earner from Nike is Tiger Woods; Woods has been with the company since 1993 and now receives thousands of dollars a year. The year 1984 saw the signing of basketball megastar Michael Jordan to an endorsement contract, followed by the 1985 release of his signature shoe, the Air Jordan. Originally, the NBA banned this new shoe because it didn’t match the league’s dress code, but the ban simply served to give the design a higher profile and extensive publicity. Nike revenues topped $1 billion for the first time in 1986. Nike spends over $2 billion dollars a year on endorsing athletes from almost all major sports. These athletes wearing the Nike swoosh is what really gets consumers to buy the brand.
Now a days nike has all kinds of things to sell to their customers. Such as shoes, sports equipment, fitness merchandise, accessories and clothing.
Nike is a consumer products company, engages in the design, development, and marketing of footwear, apparel, equipment, and accessory products worldwide. It designs athletic, casual, and leisure footwear for men, women, and children.