Nike is known as “the most creative and successful consumer-goods company all over the world in the recent 20 years”. In addition to strengthening the high-tech sports performance, Nike shoes now pay more particular attention to the stylish exterior design, Nike makes coorperation with the national trendy people in all fields frequently to launch limited edition. Edison Chen’s Clot brand had coorperation with Nike to launch the new Red China shoes Clot × Nike AIR FORCE 1 in Shanghai in early 2009. When this pair of shoes come in sale, everyone rushed to order it. In the United States, up to 70% of young people have the dream to own a pair of Nike shoes.
On January of 1964, Philip Knight, the track and field athlete of Oregon State University and his coach Bill Bowerman created the predecessor of Nike, the Blue Ribbon Sports company. At that time, the Blue Ribbon Sports company was a dealer consignment of Japanese sports shoes. Bill Bowerman had also designed sports shoes with a sole with squares of Waffle Pattern. The company had grown rapidly. In 1966, the Blue Ribbon Sports company set up its first franchise store at Tarren Dayton Street. In 1972, with the termination of the consignment with the Japanese brands, the two founders decided to develop and manufacture the Wholesale Nike Shoes in their own designs. They contracted the task to cheap labor factories in Asia, and take the name of Nike for this shoe, they take the name according to the Greek goddess of victory.
The logo of the new Nike shoes is “Swoosh” (meaning “whizzed”), it is designed by Carolyn Davidson (the graphic design student of Portland State University) in 1971. Swoosh is extremely eye-catching, unique and dynamic, it is the Nike mark which we are now very familiar with. After that, each of the Nike Shoes has this mark. In 1978, Blue Ribbon Sports Officially changed its name to Nike, Inc.
Nike can fully grasp the young people’s needs of sports and leisure shoes, understand their lifestyle and the reality of the psychological desire, then develop a distinctive and innovative new products, they are always at the first row from start to the finish considering the consumer trends, Nike is really the best in the world. In 1980, Nike occupy about 50 % of U.S. market share, it is initially over Adidas sports shoes. Since then, Nike began to implement the proactive marketing activities and signed the top athletes.
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