ofdiffere
tdesig
stobecreatedA
difthecustomerdoes
otwa
ttohavetodesig
theshoesthemselvestheyca
choosefromara
geofpremadedesig
sorbuydesig
sothercustomershavemade
2StareffectAdvertiseme
t
Whathavetobeme
tio
edisthatNIKEwasthefirstsportsequipme
tproductio
compa
ythatestablishedagreatreputatio
byusi
gthemethodofcelebritye
dorseme
tsi
1973NIKEhiredStevealo
gdista
ceru
erasitsspokesperso
ofitssportsshoesI
1984，amostsuccessfulcaseofcelebrityeffecti
thehistorywasmadebyNIKEwhichwasi
viti
gMichaelJorda
asitsspokesperso
thiseve
twasthekeyforNIKEtoope
thedoorwhichleadtoamuchhigherlevelstatusa
dcha
gedthesportsequipme
tproductio
marketi
thefutureNIKEayou
gbra
dmadeittobecometheNo1sportsequipme
tcompa
yCaseKevi
Dura
tNBAMostValuablePlayeri
2014Whilehetech
icallystillhadafewmo
thsremai
i
go
hisi
itial7year60millio
co
tracte
dorseme
tdealwithNikeU
derArmourdroppedabombwiththemassiveofferworthareported265285millio
Afteri
itiallyputti
gout
9
falowerofferNIKEdide
dupdoi
gsohourslatera
dmatchi
gthedollaramou
tprovidedbyU
derArmoura
dgivi
gafewi
ce
tiveswhichbasedo
theperforma
ceofthes
eakerli
ethatcouldraisei
thefuturethatfiguretoareported300millio

3Tra
sformatio
ofMarketi
gorga
izatio

I
thepastfewyearsNIKEtrieditsbesttoexpa
dtheproductli
ea
daddedma
y
ewsubbra
dsNIKEprovidedabigco
tracttothebestgolfplayerTigerWoodstolethebeitsspokesperso
forNIKEgolfsuppliesseriesa
dtocaterthei
creasei
populatio
offootballloverNIKEalsoi
vestedaloti
thefootballequipme
tmarketTogeti
toma
y
ewmarketsasfastaspossibleNikehadacquiredCOLEHAANBAUERCONVERSEa
dHURLYa
dletthebra
dsoperatethemselvesa
dhasachievedsomegoodresultsTostre
gthe
theco
ectio
withemergi
gmarketa
dsegme
ti
gco
sumermarketsNIKEcha
geditsbusi
essmodeltotheorga
izatio
alformofco
sumerce
trictoachievemorei
creasesofmarketsharewhichbasedo
theworldwidecategoryma
ageme
ti
thekeymarketsegme
tsthereforeNIKEstre
gthe
edfourregio
aloperatio
sce
tersTheU
itedStatesEuropeAsiaPacificMiddleEastAfricaa
destablishedfivecoreproductsoperatio
sce
tersru
i
gtrai
i
gfootballbasketballbodycare
10
fMa
ageme
t
1HR
Recruitme
tMostofthecompa
ies’HRdepartme
tsareemphasizi
gthatthemostsuitableisbettertha
thebestwhileNIKE’sHRdepartme
tstillbelievethatwhatthey
eedsarethebests—Whatwearemaki
garethebestsportsproductsi
theworldwearethebestbra
di
theworldsoitissurethatthebestisour
eed‖theyjustdirectlysaidit
E
viro
me
tNIKEadvocatethebesttale
tshouldhavethebestworki
ge
viro
me
ta
dtheimportar