Corporative Presentation: Nike

1. Description of the product.2. History of the product. 3. History of the Company. (4-8) 4. Succesful Marketing Campaign. (9)

Jimena

Miguel

Nike iNC.

AIR NIKE JORDAN

AIR JORDAN HISTORY

THE PRODUCT PURPOSE

Air Nike Jordan Designers

Air nike Jordan linetime

Nike's History: Birth of the bussiness

Nike's Branding: Creating an Icon

Nike's Growth: Becoming a Global Leader

Nike's annual revenue for 2024 was $51.362B

1980'S

1966

1971

1965

1964

19000

Nike's Numbers

With an initial investment of $1,000 by Bill & Phil...

2016

2023

2014

2009

2008

2002

2000

1996

1994

1990

Inspire & sell: The strategies. ¿How we produce and consume?

Beginning in the 1990's; Nike began actively expanding its business and diversifying it's product line...

Successful Marketing Campaign Campaign: “Dream Crazy” (2018)

Nike introduced its now-famous “swoosh” logo in 1971, inspired after the greek goddess of victory nike (who was believed to watch ancient greeks sports events). The Nike logo was designed by a graphic design student, Carolyn Davidson, a student of Phill's in accounting class. Years later, in 1983, as a thank you, he received a gold ring from Nike and an envelope with 500 companys shares, now valued in 3M. Among with its slogan “Just Do It” in 1988, both of which have become synomous with the brand’s ethos of ambition and perseverance. Throughout the 1980s, Nike revolutionized sports marketing, notably signing NBA rookie Michael Jordan in 1984, making a master play; spending all their marketing budget. This partnership gave birth to the Air Jordan line, not only boosting Nike’s sales but also sparking “sneaker culture.” The jordan line factured 6.600k in 2023. Nike has created a lot of product lines and repeated the contract strategy they made with jordan, working kith kobe, lebron Federer or Tiger woods. They focus on nations and sports icons, and even pay unknown athletes with proyection and help them. Lately; adidas, puma, reebok, or under armour have worked with kanye west, pharrell williams, Aitana Bonmatí, Dwayne Johnson, James Harden and Messi. They all provide professional equipment and sportswear apparel to the atheletes as the figures appear in interviews, thropy and recognision ceremonies and events. When Nike came to Spain, in the 80's, they grew in a market dominated by Adidas, Joma, Reebook and Kelme. The surprise came at the Patent and Trademark Office: a textile family from Sabadell had already registered the brand Nike, in honor of the Greek goddess, since 1932, forty years before the founding of Phil Knight's Nike. The registration included only its use for textile articles. A legal battle started lasting two decades, with even the governments of usa and spain taking part of the legal process. Nike suddently gained the rights and could continue its comercial activity in Spain.

Nike, Inc., originally founded as Blue Ribbon Sports in 1964, emerged from a partnership between Bill Bowerman, a University of Oregon track coach, and Phil Knight, his student, who once graduated in the uni. of oregon and obtained a graduade in finace. Bowerman showed an enormous fascination with optimizing his students performance. Innovating with new footwear prototypes brought competitive advantages. It was bill who started to make the shoes. Inspired by Japanese manufacturing techniques, Knight visited the Onitsuka Tiger (now Asics) factory and was impressed with its quality and efficiency. The founders duo initially distributed Onitsuka Tiger products in the U.S., launching their version of the Tiger Cortez in 1967. However, in 1971, they ended their collaboration with Onitsuka, rebranding as Nike. Nike’s first self-designed shoe, the Nike Cortez, gained massive popularity during the 1972 Olympics, setting the stage for the company’s rise.

...and the use of sports shoes for every day begining to gain popularity in the United States: Nike became an iconic global brand that defined its audience perfectly through its products and advertising, connecting with people, motivating consumers, selling lots of different products and these reaching all the corners of the planet, leading one of the most competitive markets in the world.

Nike went public in 1980, but struggled until, in 1984, the company spent its entire marketing budget to sign NBA rookie Michael Jordan in an attempt to breathe life into its basketball shoe division. Jordan signed a five-year, $2.5 million contract to promote the Air Jordan, a black-and-red basketball shoe that initially sold for $65 a pair (equal to $192 in 2023 dollars).Sneakers take flight NBA legend Michael Jordan, pictured in 1988, entered into a partnership with Nike that helped launch sneaker culture.The Nike/Michael Jordan contract changed how brands sign athletes and other celebrities to marketing deals, as well as how brands market themselves. The National Basketball Association (NBA) banned Jordan’s shoes, and issued a $5,000 fine each time he wore them. Nike embraced the ban and the controversy surrounding the shoes. The company paid the fines on Jordan’s behalf and created ad campaigns around the ban, saying, “The NBA can’t stop you from wearing them.” Within the first two months of the shoe’s release, Nike sold $70 million worth of Air Jordans. By the end of 1985, the firm reported revenue in excess of $100 million. In 1997, Nike spun the Jordan brand into its own division. Instead of the Nike swoosh, Jordan-branded shoes, apparel, and accessories feature the “Jumpman” logo, a silhouette of Jordan in midair, holding a basketball. Nike and sneaker culture:The original Nike Air Jordans are considered a foundation of “sneaker culture,” which came to represent many things: style, history, community, and for some, collectibles. The popularity of Air Jordans coincided with the rise of hip-hop artists in the 1980s, who were known for both their music and their clothing. With a deep bench of classic sneakers and its broad newer offerings and collaborations with athletes and designers, Nike was able to expand its reach. The success of using controversy and continued creative marketing helped to cement Nike’s status with one foot in the serious sports world and another that spoke to the non-athlete to challenge the status quo. For example, carlos alcaraz wears nike's equipament while on court at the max level, and later wears nike's outfits on interviews, trophy and recognition ceremonies.

...and the use of sports shoes for every day begining to gain popularity in the United States: Nike became an iconic global brand that defined its audience perfectly through its products and advertising, connecting with people, motivating consumers, selling lots of different products and these reaching all the corners of the planet, leading one of the most competitive markets in the world.

The “Dream Crazy” campaign epitomizes Nike’s ability to connect emotionally with audiences while addressing cultural issues. Narrated by Colin Kaepernick, the campaign centered on the message: “Believe in something. Even if it means sacrificing everything.” It tied sports to activism, which is a topic in people's mouths. Advertising Strategy The campaign used a multi-platform approach. A powerful TV commercial, featuring athletes like LeBron James and Serena Williams, highlighted diverse individuals overcoming challenges. This was complemented by targeted social media content on platforms like Instagram, Twitter, and YouTube, as well as striking billboards in urban areas. Hashtags like #JustDoIt sparked viral engagement, ensuring the campaign’s visibility across demographics. Target Audience and Impact Primarily aimed at Millennials and Gen Z; who value authenticity, boldness, and social justice—the campaign resonated with athletes and non-athletes alike. Despite initial backlash, it achieved phenomenal results. Nike’s online sales surged by 31% within days, and the campaign won a Creative Emmy, reflecting its cultural and commercial success. Why It Worked “Dream Crazy” exemplified Nike’s mastery of emotional storytelling, using bold, topical messaging to align with its core identity as a brand of perseverance and innovation. By featuring a controversial figure like Kaepernick, Nike not only sparked dialogue but reinforced its position as a cultural leader. Cultural Legacy and Lessons This campaign redefined marketing by merging bold narratives with actionable results. Its success lies in Nike taking risks that may be culturally controversial, but can be a comercial success.

Products and Services: Nike manufactures and sells a wide range of products, including footwear, apparel, sports equipment, and accessories. The brand is particularly known for its sports shoes, and lifestyle sneakers. Nike has also promoted popular catching marketing, such as the Move to Zero campaign. Global Presence and Market Leadership Headquartered in Beaverton, Oregon, Nike has grown to employ over 75,000 people worldwide and operates in more than 190 countries. Its product lines span footwear, apparel, and accessories for sports ranging from popular to extreme sports. Competitors include Adidas, Puma, and Under Armour, but Nike’s initiative during the market's growth and strong brand identity have solidified its dominance. Nike searches for community impact, making campaigns that focus on popular themes like sustainability and align with popular themes, making publicity, events, foundations and specific product lines. The company has also diversified its offerings by acquiring brands like Converse and embracing digital fitness tools, like the Nike Training Club app, to stay at the forefront of both sports and lifestyle trends. Nike is a leader in both of these market slopes.