Nike. World famous brand
The iconic Nike brand does not need advertising - it is one of the most famous and recognizable brands in the world, which is second only to such giant brands as Coca-Cola or McDonald`s in popularity. Well, who doesn’t know their famous simple slogan "Just Do it" or an even simpler, but very effective "swoosh" logo?
But at one time, Nike had to work hard to compete with the Adidas brand itself.
When Philip Knight, a runner, and his coach Bill Bowerman founded their own company (1964), they focused on the price of their products - they were lower (due to lower production costs, in particular cheaper labor). Although the goal of Phil Knight himself was to produce special shoes for runners.
The name of the company, by the way, was not given at all by Phil Knight. The name "Nike" does not come from the name "Knight", as many people think. No, this is the name of the Greek goddess of victory - Nike.
And it is quite possible that now the Nike brand would not be so famous if it were not for the successful idea of Bowerman, who, after much work, managed to create a special rubber sole that distinguished Nike from other manufacturers of sports shoes.
Bowerman's invention immediately changed Nike's tactics and now they were already trying to stay ahead of all their competitors.
Soon Nike manages to make another breakthrough - this is a special sole, in which there were special chambers filled with air - the called Nike Air.
After that, Nike was already unstoppable - on their branded soles, they ran far ahead.
The next innovation from Nike was the introduction of car emblems, which were supplied with branded sneakers.
With each innovation, the image of the company also changed. From cheap sports shoes, Nike has turned into luxury expensive shoes (targeted at young people with an active lifestyle). This was especially facilitated by the Nike advertising company, when the company began to purchase eminent athletes who, as it were, became the “face” of Nike, such as basketball legend Michael Jordan (even a special series was released - Nike Air Jordan) or the iconic football player Ronaldo.
It is clear that the services of Jordan and Ronaldo were not cheap, and therefore Nike products became very expensive. Even so expensive that because of branded Nikes, people were beaten up.
In addition, along with the great popularity of Nike, undue attention also appeared - the world community immediately drew attention to how low the wages of workers at the company's branded factories in Indonesia are.
However, Nike successfully repelled all the attacks of ill-wishers - and increased the wages of Indonesian workers, and set up the production of budget products, catered to environmentalists by releasing clean "green" shoes, and even developed special shoes for "active women".
And until now, Nike is very actively advertised in all ways and spends a lot of money on advertising, sponsorship and the purchase of famous athletes. In addition, thinking about the future, the company is promoting its individual projects, like the Air Jordan and Air Max, or exploring new territories, for example, it begins to produce sportswear.
So now the iconic Nike brand is on the wave of success and is not going to give up its position to numerous competitors.
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