But in mid 1980s the revenue started dipping mainly because the management did not take note of the aerobics boom.Nike's competitors had by then developed their business in this segment.It had to be at once very distant from the core business and also very appealing. It had less to do with shoes and more to do with athletes.Tags: Essay On Education For AllHow Would You Solve This Math ProblemWomen'S Studies Research PaperTopics For An Argumentative Research EssayEssay For The Short Happy Life Of Francis MacomberResearch Papers Outsourcing S Foreign CountriesVce English Expository EssayAcademic Calling Education Education Essay Ethic Higher OtherIrac Contracts Essay
: Constant innovation has been the byword for Nike's success.
This case study analyses the ever-evolving marketing strategies adopted by Nike to become a global brand.
Today, the estimated market value of Nike is about $10.7 billion.
In 1973, BRS signed its first endorsement pact with Ilie Nastase, a professional athlete and ATP tennis star.
This helped in absorbing shocks during running and jumping.
The bags can be seen by the athletes (users) through a 'special window' in the heel or toe shoe.
An upgraded product, Nike Sportband Kit, was released in April 2008.
It no longer needed an i Pod and could be connected to the computer directly to download the results.
The marketing campaign for this product was supported by a memorable TV ad in which the Beatles' Revolution was the soundtrack.
It was for the first time that a Beatles song was being used in a TV ad.