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would distract from its slick high-tech lmage' so

efforts
prod-
oi Hoops by Fcot Locker, which olfers only basketball quiet
like recycling old shoes into new shoes are kept
ucts by Nike branc.ls such as Converse and Jordan'
foOay, ilike dominates the athletic footwear market
Recently, Nike's eac.l in the running category has per-'
with a 3i percent market share globally and a 50
grown to 6Opercent market share thanks to its exclustve in the United States' Swooshes
(Plus) technology includes cent rnarket share
iartnership with Apple. Nike+ abound on everything from wristwatches to skateboards
and a
u ."n.or ihnt ,rnn"r. put into their running shoes
an iPod' iTouch, or iPhone When to swimming caps. The firm's long-terrn strategy focuses
ieceiver which fits into mens
on OasketOltt, running, football, women's frtness'
the athlete goes for a TUn or hits the gym, ihe recelver
pace trainlng, and sports culture. As a result of its successful
captures hiior her nrileage, calories burned' and
the information is downloaded Nike+ is u*puniion across geographic markets and product cat-
and stores it until poories. Nike is the top athletic apparel and footwear
now considered the world's largest running club'
r.nln,riacturer. in ihe vvoi'ld, vrith corpora:e tscal 2OO9
ln 2008 and 2009, Nike+ hosted the Human Bace
world' revenues exceeding $19 billion'
1OK, the largest and only global virtual race in the
The'event, oiesigned to ceiebrate running, drew 7BO'000
participanis in zbOe and surpassed that number in 2009' m!.restions
To participate, runners register online, gear up
wrth '1
. What are the pros, cons, and risks associated with
t.titoe- tec't nology, and hit the road on race day' iunning Nike's core marketing strategY?
any 1OK rorrte ih-ey chbose at any time during the
day'
Once the data is downloaded fi'om the Nike+ recelver' 2. lf you were Adidas, how would you compete with Nike?
com-
each runner's ofFlcial time is posted and can be Sources: JusM Et€rs and llm smart 'A Deslg0er Swshesh"' U S- New &Wuu Bepod Jantaty 26'
pared to the times of runners from around lhe world' ,crr."u trtdia aecutive of he Yea[" nev Repoft' January i2 20a4' p ' i BilDUa
iddo, o. ,i,
1

Like many compan es, Nike is trying 10 make its

com- l.",n lC*. Cnu"qr,. nsrtr lre Ihree Gearesl Ad 'ela
Clrpa 8n, o' tr e Pasl Pree Decades Aol'leek'
alvenisngage OecPacer21 2c03'p^24;
pany and products more eco-friendly However' unltke *o**lli-,ooui:,otooNontaoirionarcJnrpaqrs
'Gro$th oltside the core Hatuatl Business Review December 2003'
ii,,r ir.n r.Ji.."
-;,";,
many companies, Nike does not promote its efforls ,One ; *r,,"..^4"
Nl(E what sloM@nI sw@qh 'o
oides Ganps \ew liot " )MSrg Aqe'
about
L,'rani consultant explained, 'Nike has always been
^;
6.,,lloioot,
-rin )l:alli.onKaotar'loohJust-LelgPI''rt,ouswigr"hqiastntelhgrw
Nike Eusiressweek'
Beena Jana and Burt Helm, "Nike Goes Green wry 0riery,
winning. How s sustainability relevant to its brand?" , o.nrtin, ibos
June 22,2009.
anroa thai nromotino an ecoJriendly Tnessage