Ch. 7 - Business Marketing

Nikestore.com is a major asset to Nike's portion of sales. Anything you are interested in 

 Nikestore.com has got you covered from the everyday walking or running shoe right down to the on field cleats. This is not limiting itself to the t-shirts, comfy pants, or just a plain pair of socks. Nike Inc. holds the advantage against its competitors - weekly if not monthly releases of sneakers which gather in a rather large amount of profit due to its large demand. Nikestore.com has its own twitter handler which goes by @nikestore on twitter, it has separate twitter handler for its several locations such as @NikeNYC, @21Mercer, Etc... - @nikestore has a very reputable amount of "followers", @nikestore has about 1.8 Million followers, this amount increases on a daily basis and is also not including the people who don’t have twitter accounts yet still visit the @nikestore page. Nike's approach to this twitter trend is that Nike Inc. knows how to approach and penetrate the young market via the internet. Nike already understands the prestige exclusivity that their products carry - now taking this into a matter of applying the access to the internet market. Nike releases popular sneakers via twitter link only, so your only chance at getting a pair of sneakers is via twitter? not necessarily but take in to account with the demand via the retail chains does anyone really want to wake up early on a Saturday morning take the trip to the store to not have the slightest chance at buying a reputable sneaker which probably might be sold out due to the amount of people already lined up in front of the store, Chances are no one really wants to wake up that early on a Saturday morning. Nikestore.com has taken this into consideration so now Nike has a simple solution which is to wake up a little earlier than 8am - which is the usual time that Nike releases its products via twitter link - hop on the computer, head to twitter.com/nikestore then wait for the link and click on “purchase”, from there you either got them or they sold out on you, Simple solution instead of having to travel to the retail store.

Nike Inc. Reaches the Market

Nike has been very successful over time one would say a very well developed and managed brand. Nike saves money due to the fact that Nike Inc. does not make their own shoes; instead Nike hires factories in other countries to make their products there. Nike is saving by having the products made elsewhere and having to pay less, Nike also benefits of this because now Nike becomes the designer/developer of their shoes and the distributor. Nike also acts as in weird way as the Manufacturer and the intermediary. Nike makes the product and uses a strategic alliance with retailers such as Finishline, Footlocker, and Eastbay.com by supplying them with Nike products to be sold to the consumers, therefore Nike reaching the public from many different retail chains. Nike also ensures trust of their consumers with the use of warranties on all their products. Nike gives a certain amount of time to return products, although if the product is in new condition Nike allows you to return the products at any time, also Nike allows you to purchase a product anywhere else such as Footlocker, Finishline, and any other place you can think of the Nike warranty applies - where Nike will reimburse you with a Nike gift card. Nike also provides a contact number where you can call and speak to a representative and you can go to nikestore.com and chat with a representative where they will help you with all your needs. Nike is also well known for the presentable designs with their products - Nike does no less with the presentation of their stores which are designed to look like sport facilities which never fail to impress, always keeping their customers impressed and wanting more

Ch. 8 - Segmenting and Targeting Markets

Nike - Market Segmentation

Nike has been around for quite a while now actually dating all the way back to 1964 when it was one known as "Blue Ribbon Sports". Nike's initial target market started out as a side gig for Phil Knight and Bill Bowerman as they went around college to college selling running shoes to local track runners with their unique waffle iron design which was initially done by Bill Bowerman which he used to make with his wife's waffle iron. In time, Nike sprung into much bigger developing shoes for all sorts of sports from baseball to tennis, basketball, soccer, and even golf. Nike understood they had to tackle all sports to be the dominant brand in athletic sportswear which Nike has well done so. Nike's biggest sport would have to be basketball, whichever way you look at its where Nike build most of its popularity. Although, they do gain some credit for tennis and running but basketball is Nike's key sport. 

Nike's Basketball Introduction

When Nike jumped into basketball it was just another brand-making basketball shoe in competition with Adidas and converse, who was a great seller back in the days; Nike now owns converse. Nike signed Michael Jordan in 1984, releasing “The Air Jordan” which was banned by the NBA bringing in a huge amount of publicity. Michael Jordan was fined $5,000 for every game he wore the shoes which Nike paid for.

Air Jordan banned Ones the insole on the left shoe says "On September 15 1985 Nike created a revolutionary new basket ball shoe"The right shoe says "On October 18th 1985 they were thrown out of the game"

Nike now offers many basketball sneakers targeted at young teens with Nike's extensive reputation among the young generation. Nike manages to sell out of the good old Air Jordan's every month, kids buy these sneakers month after month after month and Nike continues to retro Jordan sneakers as long as they can. Nike recently released a special line of sneakers which Nike has recently started to do as tradition.

Nike joins Doernbecher Children's Hospital in order to release special sneakers designed by kids from the Doernbecher Hospital who survived an illness. Every year Nike includes a special Jordan Doernbecher shoe which is highly sought after. One of the most wanted shoe of the pack time and time again. Nike charges a little extra for these shoes but Nike donates 100% of the profits to Doernbecher Children's Hospital. These shoes are only released in Nike Stores only that means no Foot Lockers, No Modells, etc. This year only 16 Nike Store's received shipments of these shoes and as you would guess These shoes sold out but this time for a good cause.

Ch. 11 - Developing and Managing Products

Nike has developed a success story when it has to do with new products. Nike took a risk when they named Jordan as a signature brand which came to be one of the most popular sneakers until this day and shows no change in stopping anytime soon. Jordan is known as the “best to ever play the game”. Now there are two players that are known to be the best and their names are Kobe Bryant and Lebron James and as you may have guessed Nike snagged them up also. Michael Jordan he has built a legendary legacy in the sports world and a man with such success it would only be fate for him to have built a legendary sneaker brand under Nike. Jordan has been retired for the last nine years yet he manages to sell more sneakers now under his name than before, not saying that he didn't sell many while in his playing days which he did but one would ask what a wonderful job Nike has done in keeping the Jordan brand afloat. Nike managed to release a new shoe under the Jordan brand yearly even during the year he retired and then came back to the sport. Now Nike has a tremendous amount of sneakers under the Jordan line but the Jordan brand's success comes from the Jordan's retro line which consist of "twenty-three" Michael wore number 23 sneakers which carry a nostalgic significance to Michael Jordan's career which fans of today still collect and buy due to its luxurious presence Nike has managed to tag along to the best basketball player ever. Nike introduced a new shoe which Jordan wore during the

Season yearly no breaks.

Jordan sneakers with the years of release and order number

Now Nike manages to re-release all these shoes which were once new products and they still fly off the shelves sometimes they sell out so quickly they don't manage to even reach shelves. Nike has took this key role of a new product in their sponsors signature line and has managed to carry this marketing strategy on with Lebron James: who has 11 signature shoes, 7 sub-line shoes, and a line or clothing and accessories, Kobe: who started with Adidas

Lebron 11s

and changed to Nike and now has 8 signature shoes, 4 sub-line shoes, and also a line of clothing and accessories, and Kevin: Durant: who now offers the "affordable" basketball shoe retailing at $95 and is now up to his 6th signature shoe, and also offers clothing and accessories representing this young basketball player and time and time again Nike manages to sell these shoes right off the shelves. Nike is also trying a new jab at this which failed with Dwyane Wade which they gave a signature line to under Jordan Brand. Now Nike has recently signed two very young basketball talents in Russell Westbrook, and Blake Griffin under Jordan Brand which they hope to revamp the Jordan line under these two explosive players.

 

Russell Westbrook announcement when he joined the Jordan brand

 

Ch. 18 -Social Media and Marketing

"Nike’s new campaign, “Possibilities,” inspires viewers to push their limits and strive to reach new goals through a variety of playful scenarios featuring an all-star cast of athletes and guest stars. Digital and social media activations help viewers to #justdoit themselves through a series of Nike+ challenges. The film begins with the line, “If you can run a mile, run a race, run a marathon, outrun a movie star.”  Different challenges and scenarios emerge, each challenging characters in the film — and the audience — to push themselves to new limits."

The film shows basketball star and reigning NBA MVP, LeBron James; world No. 1 tennis icon Serena Williams; Gerard Pique of FC Barcelona and Spain; and boxing sensation Andre Ward. Actor Bradley Cooper narrates the film, which was directed by the acclaimed Nicolai Fuglsig, and features a guest appearance by actor Chris Pine. As part of the 25th anniversary of ‘Just Do It," the inspirational message doesn’t stop when the film ends. “Possibilities” seeks to inspire everyone in their personal achievements through Nike+. The film is a challenge to the audience, who can physically take part in the film’s concept through a series of Nike+ challenges."For 25 years, we’ve been inspiring people to Just Do It,” Davide Grasso, Nike Global Chief Marketing Officer. “With ‘Possibilities’ we’re taking 'Just Do It' to a whole new place, showing people a new way to set goals and think about their own athletic potential, then helping them to achieve those goals through products, services and inspiration.”Viewers can explore their own “Possibilities” through several activations, including Nike+ Running and NikeFuel challenges. 
The Challenges feature on the Nike+ Running app enables runners to set a distance goal, invite Nike+ friends to join and race to the virtual finish line. Users can determine the Challenge’s name, mileage goal, time period and participants, and a new chat feature allows friends to encourage each other and share tips throughout the Challenge. Runners can stay motivated by checking the live leaderboard to track progress and see where they rank amongst their friends. From Aug. 20-Sept. 13, runners using the Nike+ Running app can log their Nike+ miles towards winning a once-in-lifetime running experience, as part of Nike’s crowd-sourced Free Run concept. The Nike+ digital ecosystem has more than 18 million global members, and anyone who engages in these Challenges will be encouraged to share their activity through the hashtag #justdoit to ultimately help drive participants to realize new possibilities.