Nike Marketing Backgrounder

Cofounders Bill Bowerman and Philip Knight established NIKE in 1972, motivated to help individuals reach their highest potential in the field of running and sports. NIKE has grown from a United States based footwear distributor to a global marketer of athletic footwear, apparel and equipment that is unrivaled in production sales and brand awareness. In 2006, Nike announced Mark Parker as their third Chief Executive Officer, working from the company’s world headquarters in Beaverton, Oregon.

NIKE offers the largest assortment of high quality products in the athletic apparel industry for men, women and children. These products are designed for a wide range of sports, including: track and field, ice hockey, tennis, football, soccer, lacrosse, basketball, cheerleading, golf, and aquatics. In addition to products affiliated with athletics, NIKE offers countless sports-inspired lifestyle apparel, eyewear, watches, and custom shoe wear that are marketed in 'collections' of similar design or for specific purposes. In addition to offering various products, NIKE continues to seek innovative ways through sponsorship and partnership, to make positive changes through sport and ongoing competition.

NIKE currently owns over 700 store locations and has offices in over 160 countries outside the United States, employing over 36,000 people globally. The company sells products through NIKE-owned retail stores, online-based sales and through a mix of independent distributors and licensees. Over time, NIKE has established a strong Brand Portfolio with several wholly owned subsidiaries that play a significant role in the company’s future growth, including: Cole Haan, Converse Inc., Hurley International LLC, NIKE Golf, and Umbro Ltd.

NIKE tags the power of sport to unleash human potential around the world. Some of the company’s most reputable awards include “Fast Company's ‘Fast 50’ Most Innovative Companies List” and the “Top 10 of Newsweek's 2010 Green Rankings” (for a full...