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Nike in China - Marketing

In: Business and Management

Submitted By lthevene
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Nike originally known as Blue Ribbon Sports (BRS) was track athlete Phil Knight and his coach Bill Bowerman in January 1964. The company initially operated as a distributor for Japanese shoe maker Onitsuka Tiger.
Many top Oregon runners began wearing the shoes, and the shoe's popularity grew quickly.
The company's profits grew quickly, and in 1966, BRS opened its first retail store, located in Santa Monica.
In 1971, with the relationship between BRS and Onitsuka Tiger nearing an end, BRS prepared to launch its own line of footwear, which would bear the newly designed "Swoosh."
The first shoe to carry this design was a soccer/football cleat named "Nike," which was released in the summer of 1971. In February 1972, BRS introduced its first line of Nike shoes, with the name Nike derived from the Greek goddess of victory.
In 1978, BRS, Inc. officially renamed itself to Nike, Inc. The sponsorship of athletes became a key marketing tool for the rapidly growing company.
By 1980, Nike had reached a 50% market share in the United States athletic shoe market, and the company went public in December of that year. Together, Nike and Wieden+Kennedy, an advertising company, have created many indelible print and television ads and the agency continues to be Nike's primary today. 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.
Throughout the 1980s, Nike expanded its product line to include many other sports and regions throughout the world.
Nike entered China in 1980

Nike established its first wholly owned branch in1996

In 2004 Nike purchased over Converse ( sales of Converse had been kept dropping before Nike purchased over it, but after the acquisition, the sales rose for 25% immediately)

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