Nike is the largest seller of athletic footwear and athletic apparel in the world. The Nike swoosh is one of the most recognizable business logos on earth. It is more than a symbol of great brand marketing. Nike has revolutionized the way companies approach the athletics market. The company digs into any niche related to sports, including technological breakthroughs, retailing, sports management and sports promotion.

Nike deals in a very consumer orientated market. This means that the demand for the Nike's goods heavily depends on the popularity of the various fitness activities. The company adjusts continuously their product mix in order to meet demands. It manages its business carefully, leading in aggressive marketing styles and innovative products.

When P. Knight and B. Bowerman created Nike, they decided to create a company to win, for the "ultimate victory". This idea has been influencing Nike (the Greek Goddess of Victory) every day a

Most footwear products are produced outside the U.S (see the table) while apparel products are produced both in United States and abroad (Bangladesh, China, Hong-Kong, Indonesia, Malaysia, Mexico, The Philippines, Singapore, Sri Lanka, Taiwan and Thailand).

As I put it in the first section, Nike is suffering stagnation in its revenue. The overriding problem remains how to increase the revenues because of a slowdown in the US market and Asian crisis. As the traditional American market is saturated, Nike has no choice but to diversify. The only solution is soccer and it is definitely Nike's major trade objectives for the next few years. In 1996, Knight told investors that his $6 billion company would double revenues within 5 years ; without doubt, Nike is obliged to look abroad to deliver on Knight's promise.

Asia still remains a strategic region for Nike despite the bad results these last 2 years. Actually, two most important "sport- battle" between Nike, Reebok and Adidas are going to take place in or near Asia: the 2000 Olympics in Sydney and the 2002 World Cup in Japan and Korea.

· The sharply increasing adulation of top athletes.

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Approximate Word count = 2688
Approximate Pages = 11 (250 words per page double spaced)