1、,Presented By,NIKE,HistoryProduct introducionAdvertisement and sponorshipSpirits of NIKE,NIKE CONTENTS,PART A HISTORY & HERITAGE About NIKE,Before there was the Swoosh, before there was Nike, there were two visionary men who pioneered a revolution in athletic footwear that redefined the industry.,HI
2、STORY,Before there was the Swoosh, before there was Nike, there were two visionary men who pioneered a revolution in athletic footwear that redefined the industry.,Before there was the Swoosh, before there was Nike, there were two visionary men who pioneered a revolution in athletic footwear that re
3、defined the industry.,Phili Knight (born February 24, 1938) is an American business magnate. He graduated with a Masters of Business Administration from the school in 1962.Knight resigned as the companys CEO November 18, 2004, while retaining the position of chairman of the board.,The co-founder,Bil
4、l Bowerman，A track and field coach at the University of Oregon 1948- 1973,Another founder,SPORTS,FOUNDER BRIEF INTRODUCTION,Bill Bowerman was a nationally respected track and field coach at the University of Oregon, who was constantly seeking ways to give his athletes a competitive advantage. He exp
5、erimented with different track surfaces, re-hydration drinks and ，most importantly ，innovations in running shoes. But the established footwear manufacturers of the 1950s ignored the ideas that he tried to offer them, so Bowerman began cobbling shoes for his runners.,CASE 1,CASE 2,Phil Knight was a t
6、alented middle-distance runner from Portland, who enrolled at the University of Oregon in the fall of 1955 and competed for Bowermans track program. Upon graduating from Oregon, Knight earned his MBA (Masters of Business Administration )in finance from Stanford University, where he wrote a paper tha
7、t proposed qualitied running shoes could be manufactured in Japan that would compete with more established German brands. But his letters to manufacturers in Japan and Asia went unanswered, so Knight took a chance.,He made a cold-call on the Onitsuka Co. in Kobe, Japan, and persuaded the manufacture
8、r of Tiger shoes to make Knight a distributor of Tiger running shoes in the United States. When the first set of sample shoes arrived, Knight sent several pairs to Bowerman, hoping to make a sale. Instead, Bowerman stunned Knight by offering to become his partner, and to provide his footwear design
9、ideas to Tiger.,NIKE,CASE 3,Phili Knight (born February 24, 1938) is an American business magnate. He graduated with a MBA in finance from Stanford University in 1962.Knight resigned as the companys CEO November 18, 2004, while retaining the position of chairman of the board.,The co-founder,Bill Bow
10、erman，A track and field coach at the University of Oregon 1948- 1973,Another founder,PART 1 History About NIKE,2.1970 - 1979,3.1980 - 1989,A decade of transition and rededication,NIKE,Founded on a handshake,$500 and mutual trust,The birth of the NIKE brand ,and company,Leading a new generation,5.200
11、0 - PRESENT,13,4.1990 1999,NIKE extends its beach.,1960 1969 Founded on a handshake,$500 and mutual trust,1,BLUE RIBBON SPORTS-1964,Found on a handshake, $500 and mutual trust,Phil. Knight AND Track and field coach Bill Bowerman shook hands to form Blue Ribbon Sports（RBS）, pledged $500 each and plac
12、ed their first order of 300 pairs of shoes in January 1964. Knight sold the shoes out of the trunk of his green Plymouth Valiant, while Bowerman began ripping apart Tiger shoes to see how he could make them lighter and better, and enlisted his runners in University of Oregon to wear-test his creatio
13、ns. In essence, the foundation for what would become Nike had been established.,1960-1969,BEGINNING,I,Enter Jeff Johnson,a runner，whom Knight had met at Stanford became the first full-time employee of Blue Ribbon Sports in 1965, and quickly became an invaluable man for the start-up company.,First fu
14、ll-time employee -1965,The companys second retail outlet opens. -1966,Johnson created the first product brochures, print ads and marketing materials, and even shot the photographs for the companys catalogues. He established a mail-order system, opened the first BRS retail store (located in Santa Mon
15、ica, Calif.) and managed shipping/receiving. He also designed several early Nike shoes, and even conjured up the name Nike in 1971.,Around this same time, the relationship between BRS and Onitsuka was falling apart. Knight and Bowerman were ready to make the jump from being a footwear distributor to
16、 designing and manufacturing their own brand of athletic shoes.,1970 1979The birth of the NIKE brand ,and company,2,THE BIRTH OF THE NIKE BRAND, AND COMPANY,THENNEXT,1,2,3,IMC,Sidney Wicks-The first sport star who weard NIKE sports shoes in 1972,Registered with the U.S. Patent and Trademark Office i
17、n 1974,Nike in 1971,First brand ad for Nike, called There is no finish line in 1977,4,5,The first clothes Production line in 1979,“Swoosh”Design1971,The company takes its name from Nike (Greek , pronounced nk), the Greek goddess of victory.,Nike -1971,1971,1996,1972,1985,The develop of Nike “Swoosh”
18、,Sidney Wicks-The first sport star who wore NIKE sports shoes-1972,Waffle shoesMoon,The first clothes Production line-1979,1980 1989,3,A decade of transition and rededication,Company signs Michael Jordan to endorse a version of its Air shoe-the Air Jordan,Michael Jordan -1985,A DECADE OF TRANSITION
19、AND REDEDICATION,Nike entered the 1980s on a roll, thanks to the successful launch of Nike Air technology in the Tailwind running shoe in 1979. By the end of 1980, Nike completed its IPO and became a publicly traded company. This began a period of transition, where several of Nikes early pioneers de
20、cided to move on to other pursuits. Even Phil Knight stepped down as president for more than a year in 1983-1984, although he remained the chairman of the board and CEO.,1980S,A DECADE OF TRANSITION AND REDEDICATION,1,2,3,4,IMC,PROMOTION,By the mid-1980s, Nike had slipped from its position as the in
21、dustry leader, in part because the company had badly miscalculated on the aerobics boom, giving upstart competitors an almost completely open field to develop the business.,Fortunately, the debut of a new signature shoe for an NBA rookie by the name of Michael Jordan in 1985 helped bolster Nikes bot
22、tom line.,1990 1999,4,NIKE extends its beach,Nike sponsoredthe football team of Brazil-1994,NIKE signs golfer Tiger Woods to a 20-year, $40 million endorsement deal-1996,NIKE EXTENDS ITS REACH,IMC,EXTENISION,1,2,1990S,Buoyed by a series of successful product launches and marketing campaigns, Nike en
23、tered the 1990s by christening its beautiful world headquarters in suburban Portland, Oregon.,In November of 1990, Portland became the first home to a new retail-as-theatre experience called Niketown, which would earn numerous architectural design and retail awards and spawn more than a dozen other
24、Niketown locations around the USA and internationally.,1990S,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 Wo
25、rld Cup-winning Brazilian National Team. In 1995, Nike signed the entire team, and began designing the teams distinctive uniform. Nike also signed the US mens and womens national soccer teams, as well as dozens of national teams around the world.,NIKE EXTENDS ITS REACH,2000 - PRESENT,5,Leading a new
26、 generation,1,2,3,4,Nike rang in the new millennium with a new footwear cushioning system called Nike Shox, which debuted during Sydney in 2000. The development of Nike Shox culminated more than 15 years of perseverance and dedication, as Nike designers stuck with their idea until technology could c
27、atch up. The result was a cushioning and stability system worthy of joining Nike Air as the industrys gold standard.,NIKE,LEADING A NEW GENERATION,DETAILS,1,Just as Nikes products have evolved, so has Nikes approach to marketing. The 2002 “Secret Tournament” campaign was Nikes first truly integrated
28、, 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.,2,“Secret Tournament” incorporated advertising, the Internet, public relations, retail and consumer events to create exc
29、itement for Nikes soccer products and athletes in a way no single ad could ever achieve. This new integrated approach has become the cornerstone for Nike marketing and communications.,3,Today, Nike continues to seek new and innovative ways to develop superior athletic products, and creative methods
30、to communicate directly with our consumers. The company has continued to expand in new ways, including strong growth in China and a deal to become the official sponsor of the National Football League (NFL) beginning in 2012.,2000S,The company also increased its fiscal 2015 revenue target for the NIK
31、E Brand to $24-25 billion, up from its previous target of $23 billion.,At an investor meeting at its world headquarters in June 2011, NIKE, Inc. announced an increase to its fiscal 2015 revenue target to a new range of $28-30 billion, up from its previous target of $27 billion announced in May 2010.
32、,President and CEO Mark Parker said: “At NIKE, Inc. we run a complete offense, and its based on a core commitment to innovation. Thats how we stay opportunistic, serve the athlete, reward our shareholders, and continue to lead our industry.”,Product introduce,Running Shoes,Nike is started to running
33、 shoes, so it is the most commendable shoes.You may think there are some brands are better just like New Balance ,Asics or Adidas.However,you are wrong.,Nike Free(赤足),Nike Lunar(登月),Casual Shoes,Air Force 1,Nike dunk SB,Nike blazer,Nike Cortez,Basketball shoes,KD6,LEBRON 11 ELITE,KOBE 9 ELITE,Advert
34、isement,Whenever you hear the famous phrase “Just do it”, most people are familiar with it. Nike Inc, found in 1978, is one of the most dominant brands in the industry still till this day. Its famous swoosh logo accumulates up to 17 billion dollars annually. Its affordable to some, but expensive to
35、many. But the popularity of the brand still pressures the lower middle classes to purchase the Nike swoosh.,If you really want it 只要心够决 youll push back pain 就能征服痛苦 use it 利用它 control it 控制它 if you really want it 只要心够决 living your dreams 实现你的梦想 if you really want it 只要心够决 learn from the fails 从挫折中学习
36、learn how to win 学习胜利 if you really want it 只要心够决 everything to your fire 将所有燃烧成激情 all the pain 所有痛苦 failures 失败 criticisms 批评 glory 荣耀 take the ball 出手夺球 take the last shot,Creative,Waffle Shoes,1972,Bowerman rubber injection biscuit baking pan,the famous solewafflewas born,Even almost every pair of Vans shoes are the same Plaid waffle sole.,Air Max-Tailwind 1979,Nike Flyknit,Fuelband,An Intelligent fitness wristband.,Thank You,
