A DECADE OF TRANSITION AND REDEDICATION
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By the mid-1980s, Nike had slipped from its position as the industry leader, in part because the company had badly miscalculated on the aerobics boom, giving upstart competitors an almost completely open field to develop the business.
NIKE
Presented By 刘
2014.5.27
A. History
NIKE
CONTENTS
B. Product introduce C. Advertisement D. Creative
PART A
History About NIKE
NIKE
1980 1989 2000 PRESENT
NIKE
He made a cold-call on the Onitsuka Co. in Kobe, Japan, and persuaded the manufacturer of Tiger shoes to make Knight a distributor of Tiger running shoes in the United States. When the first set of sample shoes arrived, Knight sent several pairs to Bowerman, hoping to make a sale. Instead, Bowerman stunned Knight by offering to become his partner, and to provide his footwear design ideas to Tiger.
PROMOTI ON
Fortunately, the debut of a new signature shoe for an NBA rookie by the name of Michael Jordan in 1985 helped bolster Nike’s bottom line. 4 3
IMC
Around this same time, the relationship between BRS and Onitsuka was falling apart. Knight and Bowerman were ready to make the jump from being a footwear distributor to designing and manufacturing their own brand of athletic shoes.
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A DECADE OF TRANSITION AND REDEDICATION
1980 – 1989
A DECADE OF TRANSITION AND REDEDICATION
1980’S
Nike ered the 1980s on a roll, thanks to the successful launch of Nike Air technology in the Tailwind running shoe in 1979. By the end of 1980, Nike completed its IPO and became a publicly traded company. This began a period of transition, where several of Nike’s early pioneers decided to move on to other pursuits. Even Phil Knight stepped down as president for more than a year in 1983-1984, although he remained
FOUNDED ON A HANDSHAKE, $500 AND MUTUAL TRUST
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1970 – 1979
THE BIRTH OF THE NIKE BRAND, AND COMPANY
THE BIRTH OF THE NIKE BRAND, AND COMPANY
THEN NEXT
Enter Jeff Johnson, whom Knight had met at Stanford. A runner himself, Johnson became the first full-time employee of Blue Ribbon Sports in 1965, and quickly became an invaluable utility man for the start-up company.
Before there was the Swoosh, before there was Nike, there were two visionary men who pioneered a revolution in athletic footwear that redefined the industry.
IMC
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1990 – 1999
NIKE EXTENDS ITS REACH
NIKE EXTENDS ITS REACH
Buoyed by a series of successful product launches and marketing campaigns, Nike entered the 1990s by christening its beautiful world headquarters in suburban Portland, Oregon.
BEGINNING
NEXT
But Bowerman and Knight each had full-time jobs - Bowerman at Oregon and Knight at a Portland accounting firm - so they needed someone to manage the growing requirements of Blue Ribbon Sports.
HISTORY
Before there was the Swoosh, before there was Nike, there were two visionary men who pioneered a revolution in athletic footwear that redefined the industry.
LEADING A NEW GENERATION
NIKE
PART A HISTORY & HERITAGE About NIKE
Before there was the Swoosh, before there was Nike, there were two visionary men who pioneered a revolution in athletic footwear that redefined the
CASE 3
[1]
1960 – 1969
FOUNDED ON A HANDSHAKE, $500 AND MUTUAL TRUST
FIRST PROCESS 1960----1969
They shook hands to form Blue Ribbon Sports, pledged $500 each and placed their first order of 300 pairs of shoes in January 1964. Knight sold the shoes out of the trunk of his green Plymouth Valiant, while Bowerman began ripping apart Tiger shoes to see how he could make them lighter and better, and enlisted his University of Oregon runners to wear-test his creations. In essence, the foundation for what would become Nike had been established.
1970 1979
THE BIRTH OF FOUNDED THE NIKE ON A HANDSHAKE, BRAND, AND $500 AND COMPANY MUTUAL TRUST
1960 1969
A DECADE OF TRANSITIO N AND REDEDICA TION
1990 – 1999
Johnson created the first product brochures, print ads and marketing materials, and even shot the photographs for the company’s catalogues. He established a mail-order system, opened the first BRS retail store (located in Santa Monica, Calif.) and managed shipping/receiving. He also designed several early Nike shoes, and even conjured up the name Nike in 1971. 1 2 3 4 5