Nike Term Paper

Term Project-Nike

Algernon Jones & Maria Lopez

MBA 6202/6215 – Strategic Management

Dr. David Epstein

Nike, originally known as Blue Ribbon Sports (BRS), was founded by University of Oregon track athlete Philip Knight and his coach Bill Bowerman in January 1964. The company initially operated as a distributor for Japanese shoe maker Onitsuka Tiger (now ASICS), making most sales at track meets out of Knight's automobile. In 1966, BRS opened its first retail store, located at 3107 Pico Boulevard in Santa Monica, California. By 1971, the relationship between BRS and Onitsuka Tiger was nearing an end. BRS prepared to launch its own line of footwear, which would bear the Swoosh newly designed by Carolyn Davidson.  The Swoosh was first used by Nike on June 18, 1971, and was registered with the U.S. Patent and Trademark Office on January 22, 1974. In 1976, the company hired John Brown and Partners, based in Seattle, as its first advertising agency. The following year, the agency created the first "brand ad" for Nike, called "There is no finish line," in which no Nike product was shown. By 1980, Nike had attained a 50% market share in the U.S. athletic shoe market, and the company went public in December of that year. Together, Nike and Wieden+Kennedy have created many print and television advertisements, and Wieden+Kennedy remains Nike's primary ad agency. It was agency co-founder Dan who coined the now-famous slogan "Just Do It" for a 1988 Nike ad campaign. Throughout the 1980s, Nike expanded its product line to encompass many sports and regions throughout the world.

Nike operates efficiency due to having a smoothly information flow within the company. Information can be divided into 2 kinds: general information and technical information. General Information: is information about administration, about the general working of the whole company or an announcement from the CEO. Those types of information usually flow from top to bottom, from the CEO, vice presidents to the operational employees. General information is usually connection between the departments in the company. The following is the list of top management and their experience as well as leadership skills these executives bring to the firm.

Philip H. Knight serves as the Chairman of the board of Directors, Knight who is also a co-founder of the company has served as President. Prior to co-funding the company, Knight was a certified public accountant as well as an assistant professor of Business Administration at Portland State University. Mr. Knight’s history with the company puts him in the best position to serve as the Chairman of the Board of Directors, he is credited for leading Nike from a small partnership to one of the world’s largest footwear, apparel and equipment company.

Mark Parker serves as the President and CEO of NIKE, INC., Parker has brought innovative concepts and engineering expertise to the company for more than 30 years. In his 30 years, he has served as vice President of Consumer Products Marketing, Vice President of Global Footwear and Co-President of the Nike Brand. Parker is credited for the growth NIKE Ink’s global business portfolio.

Trevor Edwards serves as President of NIKE Brand. Edwards is responsible for leading category and geographic business units through the world as well as leading Nike whole sale, retail and e-commerce operations.  He joined the company in 1992 and has serves as Regional Marketing Manager, Global Brand & Category management Executive Vice President. Edwards is credited for leading some of the brand’s most significant innovations as well as helping in the transformation of digital landscape, by using social media to connect with customers globally he has positioned Nike as a leader

Andy Campion serves as EVP, Chief Financial Officer.  Campion joined NIKE in 2007, he has served as Vice President of Global Planning and Development, Chief Financial Officer of the NIKE Brand as well as Senior Vice President, strategy, Finance and Investor Relations. Prior to joining NIKE he worked for the Walt Disney Company where he held leadership roles in strategic planning, mergers and acquisitions, financial planning and analysis operations planning, investor relations and tax.

David Ayre serves as EVP, Global Human Resources. Prior to joining NIKE he held a variety of international positions at PepsiCo.  Currently he is responsible for talent scouting, development, inspiration, retention and infrastructure planning for employees worldwide.

Jeanne P. Jackson serves as President, Product & Merchandising. She joined NIKE with 30 years of prior experience in retailing and marketing. She is responsible for driving strategy for creating all footwear, apparel and equipment for NIKE and for leading the merchandising of product to the global market. She is recognized as an industry leader,  has been named Top 25 Managers of the Year Business Week,  and is Fortune’s Fifty most powerful women in the American Business

Joh Slusher serves as EVP, Global Sorts Marketing.  Prior to joining NIKE he was Vice President of Sports Marketing for Asia Pacific and the Americas. He currently oversees all of Nike’s global Sports marketing efforts.

Eric Sprunk serves as Chief Operating Officer. Prior to joining NIKE he was and executive at Price Waterhouse where he managed the NIKE account. He has been with NIKE since 1993 and is responsible for leading the entire company’s manufacturing, sourcing, IT, demand and supply planning and procurement.

NIKE, Inc., together with its subsidiaries, engages in the design, development, marketing, and sale of footwear, apparel, equipment, and accessories for men, women, and children worldwide. The company offers products in seven categories, including running, basketball, football, men’s training, women’s training, NIKE sportswear, and action sports. It also markets products designed for kids, as well as for other athletic and recreational uses, such as baseball, cricket, golf, lacrosse, outdoor activities, football, tennis, volleyball, walking, and wrestling. In addition, the company sells sports apparel and accessories, and athletic bags and accessory items, as well as markets apparel with licensed college and professional team and league logos. Further, it sells a range of performance equipment, including bags, socks, sport balls, eyewear, timepieces, digital devices, bats, gloves, protective equipment, golf clubs, and other equipment for sports activities under the NIKE Brand name; and various plastic products to other manufacturers. Additionally, the company has license agreements that enable unaffiliated parties to manufacture and sell apparel, digital devices, and applications and other equipment designed for sports activities. It also designs, distributes, and licenses athletic and casual footwear, apparel and accessories under the Converse, Chuck Taylor, All Star, One Star, Star Chevron, and Jack Purcell trademarks; and designs and distributes various action sports and youth lifestyle apparel and accessories under the Hurley trademark. The company sells its products to through its retail stores and Internet sales, as well as independent distributors, licensees, and sales representatives NIKE, Inc. was founded in 1964 and is headquartered in Beaverton, Oregon.