NIKE
A Public Relations ApproachRobert Albright Matt Minchew
Jessica Joye Jason Waller
Suzanne Little Megan WilsonMission Statement
To lead in corporate citizenship
through proactive programs that
reflect caring for the world
family of Nike, our teammates,
our consumers, and those who
provide services for NikeWhat Nike Does
Create authentic
athletic footwear,
apparel, equipment and
accessories for sports
and fitness enthusiasts
Through subsidiaries,
design and sell a line of
men’s and women’s
dress and casual shoes
and accessoriesPrinciple Products
Began with long
distance running
shoes in 1963
Past 17 years: Air
Jordan basketball
shoes
Wide range of
shoes, apparel and
equipment“Our Heroes”
Celebrity Michael Jordan
endorsements lend Tiger Woods
credibility and
Michael Johnson notoriety to
products Mia Hamm
http://www.nikebiz.com/story/hero_1.shtmlFinancial Indicator
“A growth company
that has not grown”
Impact of specific
products (Air
Jordan's, teenage
market)
3 Month Stock
PerformanceBrand and Logos
The “Swoosh” only
cost $35
Memorable, simple
in form, workable in
all sizes, invokes a
strong signalNike Dominance
Comparison of Annual Revenue
10
9
8
7
6
5
4
3
2
1
0
Nike Fila Reebok New Balance Adidas
Corporation
2001 Annual Sales (In Billions)Athletic Shoe Market Share,
2000
Athletic Shoe Market Share, 2000
Timberland SauconyAsics2.9% 1.4%2.1%
KSwiss Nike
3.6% 39.2%
New Balance
9.4%
Reebok
10.9%
Adidas
15.1%