Nike is headquartered in Portland, Oregon, USA. The company produces all kinds of sporting goods, such as clothes, shoes and sports equipment. Nike is a world-famous sports brand, which originally refers to the Greek goddess of victory in English and is translated into Nike in Chinese.
1908, a shoe factory was established in lean city, Massachusetts, USA, which further developed the local shoemaking technology. There, workers no longer make Nike shoes independently, and every production link of shoes is taken care of by a well-trained person. The production line began to take shape. At first, Nike shoes were still made to order, but in order to let workers have something to do in the off-season, shoe store owners began to make shoes without reservation. These shoes, called shoes for sale, are displayed in the windows of local shops.
1958, the founder at that time, was a player in the track and field team of Oregon State University. After graduation, he returned to his hometown of Portland to teach. 1963, phil knight, who graduated from the University of Oregon, and his mentor Bill Ballman jointly founded a company called "Blue Ribbon Sporting Goods Company", which specializes in sporting goods. 1964, Knight and his coach Ballman each invested $500 to set up a sports shoes company, named Blue Ribbon Sporting Goods Company.
1972, Nike was formally established. Its predecessor was Blue Ribbon Sports Company invested by current Nike President phil knight and coach Bill Ballman. Nike's logo is a small hook. Nike has always regarded it as a glorious task to inspire every athlete in the world and provide them with the best products. The air cushion technology pioneered by Nike has brought a revolution to the sports world. The sports shoes made by this technology can protect the knees of athletes well and reduce the impact on the knees when strenuous exercise hits the ground.
Nike's brand story:
In the 1980s, Nike products began to enter the homes of ordinary people from track and field and gyms. Nike must try its best to expand the appeal of Nike advertising without losing the traditional market of formal sports. For this reason, just like Levi's brand, Nike must become an integral part of youth culture and a status symbol. Nike is fighting in two completely different markets. The problem it faces is how to achieve balance and consistency in adapting to public awareness and promoting sports achievements. Nike has begun to rethink its advertising strategy.
1986, an advertisement promoting Nike inflatable insoles is a real breakthrough. In the advertisement, Nike adopted a brand-new concept, not the usual method of blindly promoting the technical performance and advantages of products, but the famous song "Revolution" played by the famous representative and symbol of hippies. In the rebellious new rhythm and melody, a group of Americans wearing Nike products are crazy about sports.
This advertisement accurately caters to the changing trend of emerging fitness sports and the new trend of the times, which is refreshing. Nike has always used magazines as the main advertising media to convey product information to competitors, but since then, TV advertisements have become the main "spokespersons" of Nike, which makes Nike advertisements more adaptable to the new development of its product market.
The above contents refer to Baidu Encyclopedia-Nike.