Nike Case study (14 Pages Words)

Nike Background The Nike athletic machine began as a small distributing outfit located in the trunkof Phil Knights car. From these rather inauspicious beginnings, Knights brainchild grew to become the shoe and athletic company that would come to define many aspects of popular culture and myriad varieties of cool. Nike emanated from two sources: Bill Bowermans quest for lighter, more durable racing shoes for his Oregon runners, and Knights search for a way to make a living without having to give up his love of athletics. Bowerman coached track at the University of Oregon where Phil Knight ran in 1959. Bowermans desire for better quality running shoes clearly influenced Knight in his search for a marketingstrategy. Between them, the seed of...