Marketing Essay

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STEP 1 * Introduction * Nike as business * Operation centers and subsidiaries Nike as a business The Nike Brand Nike is the leading maker of athletic shoes, equipment and apparel. Nike products cover a broad range of sports including basketball, football, running and soccer. Sneakers made by Nike are sold for $40-$200 per pair. Nike is one of the most-heavily advertised and best known brands in the world. Nike has signed exclusive and expensive marketing deals with some of the world's top athletes -- including Tiger Woods, Andre Agassi and LeBron James -- to promote its products. The Nike Legacy Wholly-owned Nike subsidiaries include Converse Inc., which designs, markets and distributes athletic footwear, apparel and accessories; Cole Haan, which designs, markets and distributes luxury shoes, handbags, accessories and coats; Hurley International LLC, which designs, markets and distributes action sports and youth lifestyle footwear, apparel and accessories; and Umbro Ltd., a leading United Kingdom-based global football (soccer) brand. Brand Identity NIKE enjoys the popularity of its brand name, which is recognized all around the world. Its name carries a trademark, and thus makes it illegal for other companies to infringe upon the NIKE name. Besides the brand name, the company also has a trademark for the ‘Swoosh Design’ logo that identifies NIKE Inc. In fact, NIKE considers its name and the ‘Swoosh’ symbol to be the most valuable assets; therefore, the company registered these trademarks in over 100 countries. Patents One of the exclusive licenses that distinguish NIKE from the rest of its competitors is the patented “Air” technology that the company uses to sell footwear. “The process utilizes pressurized gas encapsulated in polyurethane.” Although some NIKE AIR patents have expired, NIKE still holds a number of subsequent NIKE AIR

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