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4 pages/≈1100 words
Business & Marketing
Research Paper
English (U.S.)
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The Impact of Athlete Sponsorship In Helping Nike Develop a Nike Develop A Strong Brand (Research Paper Sample)


The paper was to establish the impact of the athletes reputation especially Tiger Woods on the sales of Nike products. To establish the various strategies that Nike can employ in facing the stiff competition from competing organizations manufacturing sports ware.


Nike international company is a United States based company involved in manufacturing sportswear and sports equipment. It has its headquarters in Beaverton, Oregon. Nike is the leading manufacturer and supplier of sportswear and equipment. Additionally the company is involved in running retail shops around the world that sells the company’s products. Founded in 1964, the company has grown over time and expanded its productions in order to meet the market demand. The company has also four main subsidiaries namely Cole Hannah, Converse Inc, Hurley international and Umbro that manufacture other popular products. Nike manufactures a variety of products. Initially they manufactured track running shoes. Currently, they make jerseys, shoes, shorts, and base layers used for different sporting activities. In order to make large sales Nike has contracted over 700 shops around the globe and over 45 countries with their offices. Most factories that manufacture Nike products are located in the Asian continent namely China, India, Thailand, Vietnam, Malaysia and Philippines.
Nike cooperation has a mission of being the source of inspiration and innovation to all athletes around the world. According to the founder of the company, Bill Bowerman, an athlete is defined as any person with a body. The company has become an inspiration by making people remain proud of using the Nike products. The inspiration can be drawn from the company’s efforts to protect the environment as a social obligation and manufacturing products that surpass the client’s expectation. The company also aims to be the centre of innovation by ensuring all its products are unique and meets the customers ever changing expectations. The company has a vision to carry on the legacy of thinking innovatively in order to develop products that aid athletes realize their potential, or create business opportunities and value for shareholders investments.
In the past, the Nike cooperation through proper governance has worked towards attaining its mission and vision. In pursuit of its mission, the company has produced quality products that have been widely accepted all over the world. The cooperation has also taken an initiative to sponsor athletes around the world, providing them with the support they need to be successful. The company has used the new technology to improve the existing products. In working towards realizing its vision, the company has since its inception build customer’s confidence by selling them quality products. It has created business opportunities by contracting other companies to make supplies of raw materials, employed people around the world to oversee the operations and sales. Since the company has goodwill, it is expected to make more sales. It is likely for more investors to invest in the company so that they may have a share of profits made by the company. This has lead for the company to rapidly expand and acquire strategic companies.
Despite of Nike cooperation having a strong market base, it faces stiff competition from other companies like addidas and Reebok. This makes it necessary for the company to have an analysis of the market and the ability to penetrate in the competitive market. It is therefore essential us to analyze the company’s current competitive situation t...
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