Nike: Adidas, Under Armor, And New Balance

Nike’s headquarters is located in Beaverton, Oregon and was originally known as Blue Ribbon Sports. In 1971 the iconic “swoosh” was introduced to the public and in 1972 the company’s name was changed to Nike after the Greek goddess victory (1). The first “brand ad” for Nike was “There is no finish line”, and in 1988 a debut for “Just Do It” appeared (1). Since then, the “swoosh” and “Just Do It” have become icons for the company. Throughout the 1980’s Nike expanded its product line to encompass many sports and religions throughout the world. By doing this Nike began to be a part of the textile industry including apparel footwear and accessories. This company’s major products and services include the design, development and worldwide marketing …show more content…
Although they have many competitors, the market has no impact simply because it is all about preference and customer confidence; the market is big enough to support Nike and its competitors at the same time. Competitors that Nike may come face-to-face with on a daily basis could be Adidas, Reebok, Under Armor, and New Balance, however the key strategic competitors in terms of market share are Adidas and Under Armor. Nike is the single largest producer of footwear and athletic apparel, allowing them large cost advantages over its competitors. Nike’s advantages over competitors include their branding, scale, scope, customization and innovation (Mourdoukoutas, 2014). The largest advantage is the scale, with Nike having over 30 billion in revenues, almost twice the amount of the closest competitor …show more content…
Its goal is to supply everyone in the world with shoes, equipment, or apparel and motivate them to have the potential of becoming an athlete. Its goals include minimizing environmental footprint, transform manufacturing, and unleash human potential. Some of Nike’s goals include “reflecting the diversity of the consumers we serve and the communities where we live and work…reaching 2020 with $50 billion in revenue…and 
zero discharge of hazardous chemicals” (Sustainable Business Report, 2015). Objectives help the business to achieve their overall mission. Nike does not have clearly stated objectives. Nike’s objectives include to protect and improve Nike’s position as the number one athletic brand in America, grow a strong momentum in the fitness market, direct and mange the company’s international business as it continues to prosper, and continue drive for increased margins through proper inventory management and fewer, superior products. The objectives of the business will keep Nike well aware of their surrounding making them more educated with what is going on in the business. Measurable marketing objectives based on Nike’s overall goals will include creating brand awareness for customers who will be of any age, and any gender. Another objective based on the company’s goals is to increase the market share of Nike shoes by at least 10% in the next 2 years. Based on the goal of