Nike Annual Report

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of NIKE”.
In 1980 NIKE became a publicly traded company. A few years later NIKE overestimated the aerobics boom and slipped as the industry leader. Luckily, with the help of the signature shoe of NBA rookie Michael Jordan and the Air Max brand NIKE regained the industry lead and began to differentiate themselves from their competitors. NIKE’s momentum continued with their 1988 ads that featured the slogan “Just Do It” and the “Bo Knows” campaign that featured two-sport superstar Bo Jackson. NIKE rode a wave of product launch and campaign ad successes into the 90’s and NIKE continued to change the game with the opening of their first NIKEtown, a retail-as-theater store, in Portland, Ore.
The mid-90s was the start of NIKE’s emergence as the brand of choice for top athletes. They began signing dozens of national teams and they hit the jackpot with the controversial signing of future golf megastar, Tiger Woods, and cancer survivor and future 7-time Tour de France winner, ...

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top company for LGBT workers – 2011, and the NIKE 5K for Kids Recognized As Youth Program of the Year award. With continuing efforts NIKE is leader not only sales but a leader in social responsibility as well.

Company Assessment and Outlook

NIKE holds a robust market position, which is supported by strong brand equity. In regards to athletics, footwear, and apparel they are one of the leading players in its market. In most of its product segments, they have a powerful market position. With extended product lines and very active marketing and innovation, NIKE continues to increase market shares in the worldwide market of footwear. According to Datamonitor, NIKE’s market shares have ...

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