Nike produces a wide range of sports equipment. Their first products were track running shoes. They currently also make shoes, jerseys, shorts, base-layers etc. for a wide range of sports including track & field, baseball, ice hockey, tennis, Association football, lacrosse, basketball and cricket. Nike Air Max is a line of shoes first released by Nike, Inc. in 1987. The most recent additions to their line are the Nike 6.0, Nike NYX, and Nike SB shoes, designed for skateboarding. Nike has recently introduced cricket shoes, called Air Zoom Yorker, designed to be 30% lighter than their competitors’. In 2008, Nike introduced the Air Jordan XX3, a high performance basketball shoe designed with the environment in mind.
Nike sells an assortment of products, including shoes and apparel for sports activities like association football, basketball, running, combat sports, tennis, American football, athletics, golf and cross training for men, women, and children. Nike also sells shoes for outdoor activities such as tennis, golf, skateboarding, association football, baseball, American football, cycling, volleyball, wrestling, cheer-leading, aquatic activities, auto racing and other athletic and recreational uses. Nike is well known and popular in youth culture, chav culture and hip hop culture as they supply urban fashion clothing.
The brand name of Nike has been famous all around the globe provided with its best quality of sports garments. And due to this instances Nike sports garments do have much higher price compared to other sportswear manufactures. With almost four decades of sport history at its foundation, Nike Sportswear seeks to channel the genuine rebel spirit of Nike’s roots by crafting product that challenges the expected, asking designers to push athletic innovation to its extreme, remixing iconic designs with new technologies and making the best product for today’s needs.
Nike has contracted with more than 700 shops around the world and has offices located in 45 countries outside the United States. Most of the factories are located in Asia, including Indonesia, China, Taiwan, India, Thailand, Vietnam, Pakistan, Philippines, and Malaysia. Nike is hesitant to disclose information about the contract companies it works with. However, due to harsh criticism from some organizations like CorpWatch, Nike has disclosed information about its contract factories in its Corporate Governance Report.
Nike is a really interesting case. Nike as a company actually doesn’t do as much as people might think: they don’t manufacture anything themselves (this is outsourced and done by contract in other countries).
What Nike does (and very well) is design. Nike promotes their designs in a few ways:
1. Using famous people (like basketball stars) to endorse and advertise their products;
2. Using innovative advertisements that are dramatic, unusual, etc. (all they need to do is show the Nike symbol – words are rarely necessary);
3. Maintaining a very strong brand image through sponsorships, sporting events and if you think about it, Nike is a pop culture icon and can be found all around the world. Nike means what? Success, excellence, high performance, fame, etc.