1. NIKE, Inc. Introduces 2015 Global Growth Strategy
Brandon Armatas
Billy Lane
Brandon Rice

2. Company Background
Established in Eugene, Oregon in 1964 as Blue Ribbon Sports
Became Nike in 1978, HQ in Beaverton
Founded by Phil Knight and Bill Bowerman
Sell high-quality sports equipment, apparel, and shoes across numerous categories
Nike owns Converse, Hurley, Umbro, and Jordan brands
Named after Greek goddess of victory

3. Financials 2009 net income of $1.49 billion
2009 gross revenue of $19.2 billion
Pursue both organic and external growth
Nike brand accounts for 85% of revenue

4. Revenues by Category Action Sports - $390 million
Athletic Training - $1.4 billion
Basketball - $1.7 billion
Football - $1.7 billion
Running – $2.1 billion
Sportswear - $4.9 billion
Women’s Training - $740 million

5. Marketing Strategies
Excellent marketing campaigns featuring popular athletes
Positioned themselves as a premium brand
Popular slogans and trademarks eg. “Just Do It”, Nike swoosh, and Nike Air

6. SWOT Analysis Strengths: Opportunities: Weaknesses: Threats:
Strong Brand Loyalty
Strong Brand Equity
Effective Advertising
Product Development + Innovation
Opportunities:
R & D
Fashion Potential
Global Markets
New Categories
Weaknesses:
Bad Publicity
Human Rights Concerns
Most Market Share from Footwear
Highest Prices in Cost-Sensitive Sector
Threats:
Consumer Spending Down
Emergence of Competitors
Piracy and Counterfeiting

7. Article Nike plans for significant growth by 2015
Investing $500 million to develop direct-to-consumer business
new niche-specific Nike stores, smaller than Niketowns
Grow/develop all geographic regions
Grow all non-Nike brands by $1.5-2 billion

8. References
The internet