airmax sieros 's story:
the story is abort the venture began the of Nike sports shoes of the legendary .
in 1938's, an ordinary boy born in the United States, and the then most of the peers, he likes sports, playing basketball, baseball, running, and his name is Phil Knight, as an ordinary young man usual he Adidas, Puma brand is very familiar with such campaigns, but the unexpected is that it is this extraordinary young man, after creating a new brand - Nike, Adidas and even more than in the sport dominance. Knight has always been very fond of sports, almost all of his high school paper is concerned with the movement, and even the universities of choice is the headquarters of the United States Track and Field - University of Oregon. While the Knight likes sports, but only a mediocre performance of the 1 mile distance runners, and his worst performance is 4 minutes 13 seconds, almost no access to world-class athletes (score of 4 points) ranks almost like him are just too many people! but fortunately so, otherwise we will not see one of today's great entrepreneurs. In Oregon, Knight met his lifelong mentor, that is, his coach Bill Bowerman. Ballman 50 consecutive years to break the world marathon record, Eugene, Oregon, and therefore the fame. He is a highly enterprising person, heart to make their own sports teams than any other team. Training, competition, athlete's foot disease is most common offenses committed, and Bormann had intended to design a shoe, at the end of light and support and good friction small and highly reliable, thus reducing the pain of athletes foot, fast there.
in order to do publicity, Knight and his wife hand-printed Nike T shirt to the Olympic Games preliminary field distribution, but to see people have asked: "Who is Nike?" But in the game, Knight small Earthrise has a crest of wave, be persuaded to use new shoes for the marathon athletes finished fourth to seventh, while wearing Adidas shoes, the athletes were the top three in qualifying. In the athletic footwear industry, Nike is facing fierce competition. Knight and Bowerman aware of: If you can not develop a better product than it is now a new product, they simply did not want to increase market share. Moreover, so far, the U.S. shoe
manufacturers produced far smaller than the former Federal Republic of Germany of foreign shoe company Adidas. In 1975, a Sunday morning, Ballman in the baking waffles iron mold in the fiddle out of a urethane rubber, made of a new type of shoe to use it in such a waffle-style shoes fitted with small Rubber round nails, make this shoe the flexibility of the popular than the market elasticity of the other shoe can do. This looks very simple product improvement, as the starting point for the cause of Knight and Bowerman.
Nike brilliant start-up time, there is no warehouse, Knight put inventory on the Knight family's basement in-law, he and Bowerman two people a control over funds and a tube design, with the very understanding. He has proven to the market forecast is correct, this low-priced athletic shoes sold well in the first year it sold goods worth 8000 U.S. dollars.
a. Knight and Bowerman decided to open an own company, he was named Nike, which is based on the Greek god of victory and take the name of the. The NIKE name, in the eye of Westerners are very lucky, easy to read easy to remember, it is able to utter the least sound. They quickly launched a "Nike" name sports shoes and mesh beautifully designed trademark. Nike, the famous "a hook" trademark is very eye-catching, with visual appeal, as well as sports shoes and other sporting goods should have the kind of dynamic, a symbol of strength and speed.
b. at 1968's, after restructuring Ballman Cortez shoes off to become Tiger's best-selling sports shoes products, while Knight for the company's development and lay a solid financial base. The company's business began to pick up. Soon, the Japanese head office aware of a good product sales, we ask them to transfer after the first delivery. As a result, Ballman their costs will be greatly improved, and had no choice but to redouble their efforts to sell. But the Japanese side also are often not on time delivery, even first-class goods sold secretly to stay in Japan to defect to the United States. Time, Ballman they received a number of shoes, the customer wearing a two weeks on the separation of the shoe uppers. They had to swallow the insult in order to maintain credibility, returned in a timely manner to customers. Is even more exasperating is that Tiger has representatives came to Eugene City, offered to buy 51% stake in the company Ballman, and five directors accounted for two seats if they refuse this request to immediately stop supply. Japanese companies suffered from an extremely difficult and Bowerman and Knight is bliss, categorically rejected this non-copy requirements.
c. In 1976, the Nike 8.3 million U.S. dollars the previous year soared to 14 million U.S. dollars. It is developed like wildfire, the company for the development of new style shoes and spend huge sums of money. In these improvements, the Nike Air gives the left a deep impression. Nike Air is used to embed the Department of inflatable heel pad, which is the company's shoe-making technology a trump card. It more than foam or rubber sponge to maintain a longer period of flexibility. Wear comfortable, smooth. Now, nearly all companies produce go authentic Nike, Nike sports shoes are embedded in such a cushion. Interestingly, the consumer is not aware of which of the mystery, however, but this is the Nike high-quality, high-performance, high-quality lies. How to do? Sales planners then moved on advertising some brains. But soon a very attractive poster features emerged. Nike shoes in a heel opened two "windows" and the people through the "window" can be seen the Nike Air soles. Painting a poster greatly attracted consumers and enable them to understand at a glance than other sports shoes Nike came out on top of the office.
The next two years, "Nike" in sales followed by the quadrupled. To the 70 end of the decade, Nike has nearly 100 researchers, many of whom are biology, chemistry, experimental biology, engineering, industrial design, chemistry, and a variety of degrees in related fields. This strong research efforts to develop more than 140 different styles of products, many of which products are the most innovative and technology the most advanced. These styles are based on different foot type, weight, Pao Su, training programs, gender and level of technology design. Design a series of NIKE shoes: nike air max and so on, as these styles, different prices and multi-purpose products, attracting tens of thousands of runners and make them feel Nike is to provide the most complete variety of running shoes manufacturers, millions of all kinds. Styles are: tn requin,nike air max 90，nike air max 91,nike air max 95,nike air max 97,nike air max 2003,nike air max 180,nike air max 360.nike air force one
In 1985, the United States hundreds of millions of people to see such an ad: a rapid end to device rolled stadium, waiting there, a handsome guy easily wear colored sports shoes with the feet of the ball into the hands of the hook to start with a ball moving at the same time, came the harsh engine noise, the roar of the engine getting louder and louder, boy followed a soar. Ad last 10 seconds is Jordan's "Walk in the Clouds", even if the audience had never seen basketball games, will be lamented in his exquisite skills. This ad is not only a proof of Jordan has a special ability to fly, but also hinted that he was at the foot of this pair of shoes, there are inevitably linked. And in this ad, that magical young man is the famous sports star Michael Jordan, NBA, his pair of shoes at the foot of the famous brand "Nike." Retired ago, Jordan said: "Phil Knight and Nike took me into a fantasy figure." It's inside the Knight is the "Nike," the founder of, is that he put a small company to become the a large group to have been unknown to a superstar Michael Jordan pushed position.
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Rely on never-ending corporate philosophy, to 1979, Nike through the planning of new products to market and strong sales, market share of 33%, and finally squeezed into the original by Adidas, Puma, and built by Tiger "iron triangle", a big selling point star. By 1981, its market share even reached 50%, far ahead of Adidas, while the Knight himself running into the "Forbes" magazine the coveted America's richest 400 people of the column.
Nike culture "sports, performances, unrestrained freedom of the spirit of sportsmanship" is the pursuit of personalized Nike's corporate culture. The distinctive characteristics of corporate culture with an anti-traditional concept of corporate image, Nike is the adventurous spirit of the pioneering companies in their green state of Oregon company is located, has fostered a culture of well-designed, Nike a the veteran manager, who recalls: "It's like a full hand, foot and bonds of friendship in the environment. colleagues with readily drink, talked about sports, and active and self-proclaimed anti-traditional character." Each 6 months, Knight's management team meetings to discuss strategy should be. The quarreling parties to "tit for tat" famorce.
In 1984, Nike started advertising strategy to re-establish their own spokesmen image. He and Jordan signed a five-year contract, giving the conditions of Jordan's Nike's stock also includes the gifts, as well as an unprecedented hospitality, in the Nike sports shoes to use Jordan's name. Almost all of them think this is a talented fool is just a spokesperson only. But Knight insisted to do so, the impact of Michael Jordan for Nike is great. Jordan, who embodies the energy, reputation, superb sporting and exciting sporting spirit, his ideal weight than any Nike logo. With Nike, Jordan created a new brand "FT Jordan" (AirJordon), producing colorful basketball shoes and matching apparel. "FT Jordan" is a successful advertising campaign, is also a brand war victory in the first year, with sales of up to 1 billion U.S. dollars. Jordan for the first time wearing such shoes have been subjected to an NBA official prohibition, they think it violates the federal dress code regulations. Nike keenly feel that this is an opportune time to conduct public relations activities and so launched an advertising solidarity, declaring that "FT Jordan" was banned because of its "revolutionary design." The results of Nike and the "FT Jordan," boarded the cover of countless newspaper headlines, NBA has been besieged. This matter was finally ended in favor of Nike's end. Advertising with athletes is that many people would think, but the most successful, only Nike!
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