Nike, headquartered in Beaverton, Oregon, USA, is a world-famous sporting goods manufacturer. The company produces a wide range of sporting goods: clothing, footwear, sports equipment and more. In fiscal year 2002, the company's operating income reached a record high of $4.98 billion [[USD]], an increase of 2 from fiscal year 2001. Nike's impressive performance confirms what its founder Bill Bowerman once said: "As long as you have a body, you are an athlete. And as long as there are athletes in the world, Nike will continue to develop. "[Edit this paragraph] "Sports" is the language of Nike. In 1962, [[University of Oregon]] graduate Bill Bowerman and alumnus Philip Knight founded a company called "Blue. Blue Ribbon Sports is a company that specializes in sporting goods. In 1972, Blue Ribbon Company changed its name to Nike and began to create its own legend. Company founder Bill Bowerman has been working as a track and field coach since graduating from the University of Oregon in 1947. He once trained Steve Prefontaine, a legend in the history of world track and field. Bill Bowerman's family was poor when he was young, and his rough experiences cultivated his iron will. The current [[Chairman]] and [[CEO]] Philip Knight, as one of the two main founders of the company, also contributed a lot to the development of Nike. In 1959, Knight graduated from the University of Oregon with a bachelor's degree in business administration. A year later, he entered the famous Stanford University to pursue a master's degree in business administration. Strict management education gave him the qualities to become an excellent manager. In the years to come, the two alumni worked hand in hand and worked together to lead the company to continue to grow and develop. Today, Nike's production and operation activities span six continents around the world, with a total number of employees of 22,000, and nearly 1 million [[suppliers]], shippers, [[retailers]] and other service personnel working with the company. Nike has always regarded it as its glorious mission to inspire every athlete in the world and provide them with the best products. The language of Nike is the language of sports. Thirty years later, the company has always been committed to creating opportunities for everyone to express themselves. Nike knows very well that only by using advanced technology can we produce the best products. Therefore, Nike has always invested a lot of manpower and material resources in the development and research of [[new products]]. Nike's pioneering air cushion technology brought a revolution to the sports world. Sports shoes manufactured using this technology can well protect athletes' ankles and prevent them from spraining during strenuous exercise. Sneakers with air-cushion technology became very popular as soon as they were launched. Both ordinary consumers and professional athletes love it. In 2001, Nike launched a new anti-shock technology called Shox after developing air cushion technology. Sports shoes produced using this technology are also very popular, and sales are rising. In addition to sports shoes, Nike's clothing also has innovative works. For example: high-performance textiles manufactured using FIT technology can effectively help athletes train and compete under any weather conditions. Other sporting goods manufactured by Nike, such as watches, glasses, etc., are the result of high technology. [Edit this paragraph] The history of Nike In 1962, a business school graduate student named Phil Knight overheard staff from the Oregon Journal debating the quality of Japan’s Nikon cameras. One day, I replaced my expensive German-made Leicas camera for a while, and then I suddenly had an idea and wrote a paper. As a middle-distance runner at the University of Oregon, Phil Knight believes that if Japanese manufacturers, which are good at low-price production, can produce high-quality running shoes and take advantage of this price advantage, they can open up a new market. , and then compete with European shoe manufacturers such as Adidas and Puma.

Although Knight worked as an accountant for a company after graduation, in the summer of 1963, he went to Japan to meet with the manager of Onitsuka, the company that produced Tiger sneakers. When he saw these cheap, lightweight sneakers that were of comparable quality to European brands, Knight was immediately encouraged and took some samples back home and showed them to his classmate and athletic trainer Bill Ball. Watch Bill Bowerman. The legendary Oregon coach was so impressed by the samples that he agreed to invest $500 to become a partner. The two men later signed a contract with Onitsuka Company and purchased 1,000 pairs of Tiger shoes in the name of Blue Ribbon Sports (BRS). They put the shoes in the suitcase in the back of the car and transported them to sports conferences for sale. As a result, Knight sold $8,000 worth of shoes in just one year. He then quit his job and imported more shoes. Knight hired several salespeople who were like-minded runners, and BRS gave them the opportunity to make a good income and enjoy running at the same time. In 1966, Bowerman, who had been trying various methods to make lighter shoes, sent Onitsuka a pair of shoes of his own design. The upper inside was made of soft nylon instead of traditional leather. The shoe was called the Cortez, and although it was initially ridiculed and ridiculed by Adidas sales representatives, it became a hit among track and field competitions and became Tiger Brand's best-selling shoe. By 1969, BRS had sold over $1 million in shoes. However, due to long-term over-reliance on Onitsuka Corporation of Japan, they also began to worry that the relationship between the two parties might change. Later, this fear came true, and Japan began to look for larger wholesalers and threatened to terminate the cooperation relationship. Knight was forced to choose between selling his shares and facing legal problems, or finding another way to make shoes. So, with a few of his employees already working on a different product line, Knight decided it was time to go it alone and decided to take on a bigger challenge. After severing the partnership with Onitsuka due to a breach of contract, he found a factory in Exeter and cooperated with Nissho Iwai, a Japanese trading company (the company provided them with credit financing ), began selling shoes under a new name and trademark. In a dream of employee Johnson, the image of the Greek goddess of victory appeared, so they took the name "Nike" (accounting for the Greek goddess of victory, named Nike). And the local For a fee of only $35, a female student, Caroline Davidson, designed a fat swoosh symbol for them, which became Nike's new logo. The logo was too cute at first because it was not. Like the stripes on Adidas shoes, they have a decorative effect to support the arch of the foot, and the Puma logo can modify the round part that supports the foot. However, this "Swoosh" (referring to "Swoosh"). "Past"), which is Nike's nickname, has become the most well-known logo in the world and has contributed most to Nike's success. [Edit this paragraph] Elements of success In a world where image represents everything, Nike's is One of the most recognized logos in the world. To understand Nike's success and corporate culture, it is indispensable to understand it, because it is a commercial logo that makes the Nike brand so ubiquitous that it is so well-known in the world. Only the company's name is seen in Nike's advertisements, because they are fully confident that when people see this symbol, they will know it is Nike without even a single word appearing. It has become a cultural icon and a cultural icon. For proof of this, just ask anyone what Reebok's logo is. There is a blank in it.

In fact, Reebok's logo is represented by an arrow, which is just not ready for consumers to recognize or want to see it. Nike, in cooperation with advertisers and wicdenamp; Kemledy, hopes that this check mark can be clearly seen in all advertisements. The company's advertising and marketing budget is estimated to be as high as 10% of annual revenue, just to ingrain its symbol into the minds of consumers. Why is this logo so important to Nike's corporate culture? The reason is that it is inseparable from the ancient American wisdom "Just Do It". Nike doesn't just sell sneakers, it sells a lifestyle, which is the key to its success. The inspiration of this symbol, and the drive and determination behind this philosophy, are relevant to everyone, whether you are an athlete or not. Nike uses an inspirational language to inspire consumers. No matter who you are, what the color of your hair or skin is, or what physical or social limitations you encounter, Nike convinces consumers that you can do it. It tells people to buck up, grab the wheel of life, and take action. Behind the slogan "Just do it" is a very American ideology; however, with the progress of globalization, what was originally an American ideology has turned into a desire shared by the world. , eager to have a fair playing field that allows people to compete not only in sports, but in every aspect of life. This can be traced back to the pioneer spirit of early America and their desire for success. Nike is undoubtedly marketing the great American dream to the world and promoting its work ethic; Nike tells its consumers that if you are determined and work hard, you will surpass others and conquer everything. By tapping into people's eagerness to succeed, Nike also created a personality and attitude of its own. Through the clever use of a very simple advertising punch line, it successfully integrated an attitude towards life into the products it sold. Nike From MBA Think Tank Encyclopedia (/ Chinese Table of Contents [Hide] 1 Introduction to Nike 2 History of Nike 3 The whole process of the development of the Nike logo 4 Development history of Nike 5 Establishing dominance 6 Nike: Enlightenment of marketing communication