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Oman Volume 1 Nike Size RECENT First Nike store in the Middle East DEVELOPMENTS While introducing new technology in performance and comfort, Nike has also been steadily consolidating its leadership in its key markets. Recently the brand found a formidable stronghold in its mono store in MARKET second-annual ‘World’s Most Ethical Companies’ one of the world’s Decades ago, when Nike co-founder Bill list. The integrated efforts towards ethical and biggest malls, The Bowerman said “If you have a body, you are an environmentally viable business saw Nike being 1990s: The new Nike worldwide headquarters Dubai Mall. Next door, in Bahrain, the first Nike athlete” he stated the endless possibilities for identified by Innovest as one among the 100 and Niketown was inaugurated in Portland. By Women’s Store was also opened by Sun and human potential in sports. It set the tone and Most Sustainable Companies on the globe. mid-nineties Nike signed the World Cup winning Sand Sports in the Bahrain City Centre vision for Nike which has inspired generations of Innovation has driven the company and Brazilian football team along with other leading in Manama. employees and still drives the winning streak in transformed it into a centre of excellence for teams. In an intuitional gesture Nike signed up millions of customers. sports rather than a manufacturer of sports with an unknown golfer called Tiger Woods in PROMOTION Started by two visionary Oregonians – Bill goods. Three years in a row Fortune Magazine 1996 and also with the cyclist Lance Armstrong. Nike timed its campaign launching the T90 Bowerman and Phil Knight - Nike has grown from ranked Nike as the Most Admired Company in 2000s: For a new millennium of athletic comfort football boot perfectly allowing it to coincide a US-based footwear distributor to the world America in the Apparel industry and second in Nike introduced the new footwear cushioning with the Euro Football Championships in 2008. leader in sports categories for athletic footwear, innovation. Nike was also added to the ‘Fast 50’ system – Nike Shox. Further, in 2002, Nike This comprehensive campaign including Print, apparel and equipment. Over the years Nike has Most Innovative Companies List. An inseparable launched ‘secret Tournament’ a fully integrated, Television and Outdoor created an atmosphere of established a strong brand portfolio with several part of the everyday life of sports enthusiasts, global marketing and communication campaign. celebration for lovers of the sport. Nike sponsors wholly-owned subsidiaries including Cole Haan, Nike was chosen for its innovative consumer Nike Free, Nike+ and Nike Sphere reached out key 5-Star hotel Health Clubs around major Converse Inc., Hurley International LLC, Nike experiences such as Run Americas, the Nike to consumers using innovative branding and cities with prominent branding in the captive Golf and Umbro Ltd. With its headquarters in Women’s Marathon, Nike+ Supersonic, House of marketing techniques. and conducive environment. Instructors are also Beaverton, Oregon, a suburb of Portland, the Hoops and NikeiD Studios. Three Nike products Last year Nike debuted Nike Considered sponsored as they are believers in the brand. presence of Nike is spread across more than 160 have been recognised by I.D. magazine in its Design, its latest products which combine Making steps of innovation dance to the tune countries around the globe. Through suppliers, 2007 Best of Consumer Product category. Setting sustainability principles with the newest of Nike, the brand celebrated its first ever Nike shippers, retailers and other service providers examples in environmental consciousness Nike’s innovations from sport. The goal of Nike Rockstar Workout in October 2008. This is a Nike employs nearly one million people, directly Reuse-A-Shoe programme by Nike Australia Considered Design is to create performance workout to dance where the moves are produced or indirectly, and touches the lives of millions made it a finalist for the Business Enterprise innovation products that minimise environmental by Nike and the music composed specifically for more with its innovative products that transform Award by United Nations. Nike 5K for Kids has impact by reducing waste throughout the design the brand. Even the dance is performed by Nike every sport into a winning battle. Nike has been been recognised as Youth Programme of the and development process, use environmentally certified trainers. Over 200 women turned up for distributed in the Middle East for the last 25 years Year 2008 while USATF named Nike Women’s HISTORY preferred materials and eliminate toxics. the event in Dubai, making it a success. A Nike through Sun and Sand Sports and other retail Marathon, Charitable Race of the Year for 2006. What started with a handshake between two pop-up store was arranged by Sun and Sand partners in the GCC Region. Consistent in its policies worldwide, Nike also visionary Oregonians grew to become a legend PRODUCT Sports for the day, selling women’s styles only. received the Hong Kong Caring Company Award in athletics, branding, marketing, healthy lifestyle Nike has diverse product extensions across ACHIEVEMENTS in both 2003 and 2004. and life itself. Bill Bowerman, a US Olympic track the three main categories - footwear, apparel BRAND VALUES Besides being one of the most recognisable On a more commercial note, Nike’s success has and field coach, and his University of Oregon and equipment. In turning into a world brand For a company founded with the aim “to bring and admired brands on earth – the legendary today extended across the Middle East as well. In runner Phil Knight pioneered a revolution in Nike uses almost 700 contract factories in 52 inspiration and innovation to every athlete in the Nike swoosh is a lesson for every branding the last 25 years Sun and Sand Sports has opened athletic footwear to become a global marketer of countries to manufacture all its products and world”, the greatest values are sportsmanship professional – what sets Nike apart among athletic footwear, apparel and equipment that is employs close to 800,000 workers. It is the Nike and unrelenting effort. The tagline “Just do it” hugely successful commercial enterprises is its unrivaled in the world. The journey wasn’t short mission to make responsible sourcing a business sums up the attitude of the product as well as social relevance. Nike also considers corporate - yet quick, it was. reality that enhances the lives of these workers. its loyal customer base. Nike’s customer service responsibility an integral part of how it can 1960s: There was a time when Nike wasn’t Nike, Through each of its products Nike aims to bring mission is “To represent the highest service use the power of its brand, the energy and in name that is, and the swoosh was yet to be inspiration and innovation to every athlete in the standard within and beyond our industry, building the passion of its people and the scale of its born. The legend began in January 1964 as Blue world, true to its co-founder’s commitment. loyal consumer relationships around the world.” business to create meaningful change. This has Ribbon Sports, started by two entrepreneurs Sun and Sand Sports ensures this aim reaches Nike can be called an innovation company - a resulted in the corporation being acclaimed who contributed US$500 each and placed their every athlete through the product layout and company that therefore takes risks. by numerous organisations. Every year, since first order of 300 pairs of shoes. In 1965 they communication within its stores. For a truly global brand, at Nike, Diversity and 2006, it has been featured in the Fortune hired the first full-time employee. Inclusion is what Magazine’s ‘top 100 Companies to work for’ 1970s: In 1971 the first BRS retail store was drives creativity and list. The Ethisphere Institute named Nike to its opened. The company took the name of Nike innovation. It takes and a graphic design student, Carolyn Davidson, each one of its www.nike.com created the ‘Swoosh’ brand. The electrifying 30,000 employees track and field legend Steve Prefontaine soon working at the top Things you didn’t know about endorsed Nike and, by the turn of the decade, of their game for the immensely successful Nike Air technology Nike to reach its NIKE was launched. highest potential. 1980s: Nike went public with an IPO and in The commitment Nike is the winged Greek goddess of victory. I985 the signature Michael Jordan shoes made to diversity is, in Nike was once called Blue Ribbon Sports. their debut. 1987 saw the launch of the Air Max fact, an integral part In 1964 the original company, BRS, had an annual sales footwear to the original Beatles’ soundtrack of of the company’s turnover of around US$ 8,000. Revolution. The ‘Just do it’ tagline – equally as corporate self, 23 Nike stores in six markets across the famous as the swoosh itself – saw its advent as well as how For the fiscal year ending 31 May, 2008, Nike Middle East. The mono store in Mall of the launched and Bo Jackson, twice famous for his it contributes reported record revenues of US$18.6 billion. Emirates is one the four most successful success in both football and baseball, endorsed to the world Nike is one of the world’s top five leading brands in Europe, Middle East and Africa. the popular cross-training shoes. around us. and operates across 160 countries. 52 RECENT First Nike store in the Middle East DEVELOPMENTS While introducing new technology in performance and comfort, Nike has also been steadily consolidating its leadership in its key markets. Recently the brand found a formidable stronghold in its mono store in MARKET second-annual ‘World’s Most Ethical Companies’ one of the world’s Decades ago, when Nike co-founder Bill list.
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