Philip H. Knight: A true business man who turned his idea into the largest shoe corporation in the world and becoming one of the wealthiest people in the world in the process. Knight founded a shoe manufacturing brand that focused on high quality with low cost to obtain superiority of the market. With Knight’s success he has been able to give back to medical centers, and universities (such as buildings, athletic faculties, and other endeavors) (Brettman, 2014). Although, Knight’s idea created a prosperous business resulting in great donations to society, the business has faces controversial issues that have created some minor negative connotations of the brand. Knight is to be considered a remarkable philanthropist whom started with an idea
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Knight, 2008). Although, Knight’s view of marketing was unusual. Instead of traditional marketing he chose to “get top athletes top endorse his shoes, and then let his sales force sell the product” (Philip H. Knight, 2008). This may seem like an odd strategy but it worked in Knight’s favor. When this strategy was implemented it was at the time of the Olympic track and field trails at Eugene, Oregon, and who better represent the American Olympic team than the cofounder of Nike and coach Bill Bowerman (Philip H. Knight, 2008). “Knight took full advantage of the opportunity, putting Nikes on the feet of several top finishers. When they made national television, so did the shoes they were wearing” (Philip H. Knight, 2008). Knight used this marketing strategy throughout Nikes establishment using athletes such as Steve Prefontaine. Steve Prefontaine was the first to join Knight’s team this was a great advantage to Nike since Prefontaine was one of the most known runners of that time. John McEnroe was also another major advantage to have. When McEnroe injured his ankle he promoted a Nike shoe which created a different since of what a running shoe was. An individual now needed to have a pair of Nike shoes for their daily jog because the basic running shoes did not compare (Philip H. Knight, 2008). Another elite athlete was Michael Jordan whom the Air Jordan line was created because of. The Air Jordan line was Nike’s largest contributions which made $100 million in the first year, this line helped Nike evolve into what they are today (Philip H. Knight,
Knight, 2008). Although, Knight’s view of marketing was unusual. Instead of traditional marketing he chose to “get top athletes top endorse his shoes, and then let his sales force sell the product” (Philip H. Knight, 2008). This may seem like an odd strategy but it worked in Knight’s favor. When this strategy was implemented it was at the time of the Olympic track and field trails at Eugene, Oregon, and who better represent the American Olympic team than the cofounder of Nike and coach Bill Bowerman (Philip H. Knight, 2008). “Knight took full advantage of the opportunity, putting Nikes on the feet of several top finishers. When they made national television, so did the shoes they were wearing” (Philip H. Knight, 2008). Knight used this marketing strategy throughout Nikes establishment using athletes such as Steve Prefontaine. Steve Prefontaine was the first to join Knight’s team this was a great advantage to Nike since Prefontaine was one of the most known runners of that time. John McEnroe was also another major advantage to have. When McEnroe injured his ankle he promoted a Nike shoe which created a different since of what a running shoe was. An individual now needed to have a pair of Nike shoes for their daily jog because the basic running shoes did not compare (Philip H. Knight, 2008). Another elite athlete was Michael Jordan whom the Air Jordan line was created because of. The Air Jordan line was Nike’s largest contributions which made $100 million in the first year, this line helped Nike evolve into what they are today (Philip H. Knight,