Nike, Inc.

The Company "creates designs for men, women and children. Running, basketball, children's, cross-training and women's shoes are the Company's top-selling product categories. Nike also markets shoes designed for outdoor activities, tennis, golf, soccer, baseball, football, bicycling, volleyball, wrestling, cheerleading, aquatic activities, hiking and other athletic and recreational uses. Nike sells active sports apparel that covers most of these categories, athletically inspired lifestyle apparel and others. ("Nike: NYSE, p. 1)."

Nike's mission is "to bring inspiration and innovation to every athlete in the world," and the company says further that "If you have a body, you are an athlete (Nikebiz.com, 1, p. 1)." The firm's overall vision includes providing a full range of high-quality, performance-oriented and technologically sophisticated athletic shoes and a variety of accessories targeting individuals of all ages, in all market segments, and at all possible r

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a strong bid by Adidas and an equally strong rebranding effort on the part of Reebok. According to Wallace (p. 34), Adidas has begun to challenge Nike and to improve its own distribution channels. Linnett (p. 3) maintains that Reebok is beginning to spend more on advertising in order to reach the hip-hop generation which has traditionally been Nike's turf. Opportunities for Nike, however, include its ability to reshape its marketing efforts seemingly at the drop of a hat and to bring new and innovative products to market in a much more rapid and effective manner than its competitors (Cassidy, 2, p. 26). Nike also has new opportunities with its new leaders to gain access to overseas markets. The overseas markets are among the greatest opportunities available to the company (Saporito, p. 49). The weaknesses that internally impact upon Nike include its insistence, until fairly recently, of continuing to run its businesses as it has always done without any innovation outside of product development and design (Cassidy, 2, p. 26). Cassidy (2, p. 26) also claims that Nike's slide in the late 1990s was due in part to its introduction of a series of mid-priced footwear offerings that lacked strong fashion and style conte
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Approximate Word count = 2960
Approximate Pages = 12 (250 words per page)

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