Introduction to Nike

Nike was started by Bill Bowerman, track and field coach for 23 years at the University of Oregon and Phil Knight, former runner and student at the same university in January 1964. Bowerman believed that improving the quality of the student’s footwear would enhance their performance. He saw a gap in the market and wrote to several footwear companies with his ideas however none of them wanted to take his recommendations. Bowerman decided to do it on his own and learned how to make shoes with guidance from a local cobbler. He was making customized running shoes for his students that were made to custom fit each runner. He tried a variety of different textiles and techniques and finally created his first major success, the Cortez. In July 1973, Runner’s World called the Nike Cortez “the most popular long-distance training shoe in the U.S.”

Although Bowerman struggled to get major footwear manufacturers to believe in his designs his dedication to his goal proved successful in the long run and has redefined sports footwear and influenced the full sports industry. 

“A shoe must be three things. It must be light, comfortable and it’s got to go the distance.” – Bill Bowerman, Nike co-founder

This blog explores the success and evolution of the Nike brand by looking at their marketing strategies. Firstly, it will consider the brand values by analyzing the brands extended marketing mix that has contributed to the global success of the brand then considering how they have build the brand image and identity in the. It will then evaluate one of their advertising campaigns called “Find Your Greatness” from July 2012 during the London Olympics by referring to the extended marketing mix and exploring the 7 P’s that contributed to the success of this campaign. Finally will discuss the brand experience, community and emotional relationship between the brand and their consumers and how Nike continue to innovate and inspire customers with a desire to improve in their sporting abilities and aim to reach their own maximum potential.


References

Bill Bowerman Nike's Original Innovator (2015) Available at: http://news.nike.com/news/bill-bowerman-nike-s-original-innovator (Accessed: 21 November 2016).