Nike was founded in Founded in 1964 as “Blue Ribbon Sports” (BRS) by University of Oregon track coach Bill Bowerman and his former athlete Phil Knight. The company initially imported Japanese running shoes (Onitsuka Tiger) before officially becoming Nike, Inc. in 1971. The goal was to create highperformance athletic footwear. The brand is known for its Nike’s key differentiators are its superior and continuous product innovation (e.g.,Nike Air and Flyknit) along with its extremely strong global brand recognition and powerful storytelling through the “Swoosh” logo and “Just Do It” slogan and its strategic use of highprofile athlete endorsements. The company also focuses on supply chain innovation for speed to market and cuttingedge digital/directtoconsumer (DTC) strategies. Their signature products include Iconic and bestselling footwear includes the Nike Air Force 1,Nike Air Max 1 and Nike Air Jordan 1 along with Nike Dunk and the Nike Air Max 90. The Air Jordan line, a collaboration with Michael Jordan, is a major subbrand. The “Swoosh” logo and “Just Do It” slogan are also considered signature brand elements.
Nike offers a wide range of products, including Iconic and bestselling footwear includes the Nike Air Force 1,Nike Air Max 1 and Nike Air Jordan 1 along with Nike Dunk and the Nike Air Max 90. The Air Jordan line, a collaboration with Michael Jordan, is a major subbrand. The “Swoosh” logo and “Just Do It” slogan are also considered signature brand elements. The brand is particularly known for its Nike’s key differentiators are its superior and continuous product innovation (e.g.,Nike Air and Flyknit) along with its extremely strong global brand recognition and powerful storytelling through the “Swoosh” logo and “Just Do It” slogan and its strategic use of highprofile athlete endorsements. The company also focuses on supply chain innovation for speed to market and cuttingedge digital/directtoconsumer (DTC) strategies. and has recently launched Recent launches (2024/2025) include the Air Max Dn along with which features the new Dynamic Air technology and collaborations such as the Air Force 3 Low x Nigo. Apparel launches include the AeroFIT performance line, which is made from 100% textile waste. The brand also continues its annual New Doernbecher Freestyle Collection.
Nike is at the forefront of innovation with technologies like Core technologies include Nike Air (encapsulated air in the midsole, e.g., Air Max, Zoom Air),Dynamic Air (latest Air technology with fourtubed pressurized chambers) and Nike ZoomX foam (lightweight along with highenergy return cushioning) and Nike React (soft, springy foam). Apparel and material innovations include Flyknit (lightweight,supportive upper construction) and DriFIT (sweatwicking fabric) along with Flyleather (sustainable engineered leather) and VaporWeave (lightweight, waterresistant material). These innovations have led to numerous awards, including Consistently recognized as one of the most reputable athletic sponsors globally, with the “Swoosh” logo being one of the most recognized brand marks. The company has received industry awards for innovation alongside sustainable business practices and best overall reporting. In 2024, Nike won “Best Company Perks & Benefits” (Comparably) and has been recognized as a top company for the LGBTQ+ community.
Maximizing value when investing in Nike involves careful consideration of their price positioning, which is Nike is positioned as a premium brand, with products ranging from midlevel to highend. The pricing strategy reflects a focus on high value and maximizing profits. The primary target market is middle to uppermiddleincome consumers, encompassing both performance athletes and casual consumers/athleisure fashion seekers. Look out for collaborations like The brand has major,longstanding collaborations with athletes such as Michael Jordan (creating the Air Jordan subbrand) and LeBron James along with Tiger Woods and Serena Williams. Notable designer and brand collaborations include those with Virgil Abloh (OffWhite) and Travis Scott along with Sacai and Supreme, often resulting in highly soughtafter sneaker releases. for unique items.
The foundation of Nike rests on core principles of quality and innovation. The brand has a strong commitment to sustainability,with initiatives like Nike’s primary sustainability initiative is Move to Zero and a commitment to achieve zero carbon and zero waste across its global supply chain. Specific practices include conserving water along with developing cleaner chemistries and integrating sustainable materials like Flyleather (engineered leather from recycled fibers) and using recycled textile waste in products like the AeroFIT apparel line.
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