ABSTRACT
Founded in 1964 and a dominant player in the sports apparel industry for over 30 years, the Nike brand, with its iconic swoosh logo, has become as familiar as those other stalwarts of American customer culture, Apple, Coca Cola and Wal-Mart. With revenues of $27.4 billion in 2014, Nike appears to be going from strength to strength. At the heart of Nike's success has been a historical record of innovation in everything from shoe design – including its patented ‘Air’ technology in 1987 – to sports clothing and equipment to high street fashion. This has been matched by a peerless marketing capability, with famous campaigns including the Emmy award-winning ‘move’ campaign in 2002, its regular use of sponsored endorsers such as Andre Agassi, Tiger Woods and Michael Jordan, and perhaps most famous of all, its long-running ‘Just do it’ campaign, first launched in 1988.
