Marketing Plan- Nike Incorporation

EXECUTIVE SUMMARY

Established in 1964 by Phil Knight and Bill Bowerman, Nike has grown exponentially and established itself as a household name in the design and manufacture of sportswear. The company specializes in the production of athletic apparel such as eyewear and clothing as well as sports equipment used across different sports. With an impressive revenue of $24 billion US dollars, the company is ranked 90^th, according to Fortune Magazine (Fortune, 2018). Nike’s large enterprise employs 73,100 employees worldwide.

This concise marketing plan is based on a thorough analysis of the strengths, weaknesses, opportunities, and threats encountered by the company. The primary objective of this marketing plan is to improve the efficiency of the growth strategy employed by Nike. It also aims to suggest means of building relationships with the existing customer base as well as the design and production of new products to meet specific customer requirements. Currently, Nike employs targeting and psychographic segmentation as the main aspects of its marketing strategy (Bashin, 2018).

MISSION AND VISION STATEMENT

Mission Statement

“To bring inspiration and innovation to every athlete in the world” (Boje, 2008).

Vision Statement

“To remain the most authentic connected and distinctive brand” (Boje, 2008).

ENVIRONMENTAL ANALYSIS

Market Overview

Founded initially as a distributor for Onitsuka Tiger, a company that manufactures shoes in Japan, the company has evolved into one of the most significant players when it comes to the supply of apparel and athletic footwear. Blue Ribbon Sports rebranded to Nike right after the contract with the Japanese shoe manufacturer came to an end in 1776 (Knight, 2016). After launching its brand, Nike quickly caught the public eye, and the company has been on an upward trajectory since then. According to statistics, Nike has the largest market share in the footwear industry, making it the largest shoe manufacturer (technavio, 2019).

As of 2020, Nike incorporation has the largest market share in the footwear and athletic apparel industry-beating competitors such as Under Armor and the German brand Adidas. Since the target market of Nike is athletes, the volume of sales and production is dependent on the number of athletes, both amateur and elite. Fortunately, the projected growth of women athletes has led to increased demand in sporting footwear and athletic apparel (Salpini, 2019).

Evolution of the Market and Trends

• The company diversifies its target market as women become an essential part of its customer base. This is due to the growth of the women training industry and the increase in several female athletes. Apart from women, Nike has also decided to include younger athletes as part of its target market(Oberoi, 2017).
• Nike also adopts the use of e-commerce via its Nike Online Store and e-commerce platforms such as Amazon, leading to higher customer satisfaction. To keep up with the dynamic technology landscape, the company produces wearable technology.
• Although initially a footwear manufacturer, the company has diversified and ventured into the production of other goods such as coats, luxury handbags, and even eyewear. This has been achieved through the acquisition of other popular brands such as Converse.
• The company has continued to launch innovative products such as the groundbreaking kanga-lite technology. This is made possible through Nike’s research and design team(Soccer bible, 2010).
• As part of its marketing strategy, Nike now uses social media platforms such as YouTube, Facebook, and Twitter as a way of marketing its products to a broader audience.
• Although the company’s original business model entailed selling goods to wholesalers, Nike is looking to expand its direct-to-consumer distribution channels.

Consumer Behavior

Nike is known to generally sell its products at a higher price as compared to its competitors in the footwear industry, such as Under Armor. Taking into account that the company has a low production cost of $28.50 per shoe, Nike should consider lowering its price to attract more customers (Goetz, 2020). The company will continue to enjoy substantial profit margins as they make a profit of about $50 per shoe. Quality in design and a stylish look are some of the critical customer’s preferences. These are areas that Nike has perfected. It is the high quality and innovative marketing strategies such as using to market celebrities that Nike continues to dominate the footwear industry.

Women are now gaining traction in the athletic industry, where most of the focus was on their male counterparts. Major sports brands are taking the opportunity to dominate this new market, and Nike has not been left behind. For instance, the footwear manufacturer has already embarked on the design and production of special women sportswear such as sports bras and hijabs for female athletes from the Islamic community. (Danziger, Nike Declares 2019 Its Year For Women, 2019). The company has also sponsored advertisements featuring female sports icons such as Serena Williams as a marketing move.

1. PESTLE Analysis of the Marketing Environment

1. Political Factors. This is a vital part that has a significant effect on the operations as well as the profitability of a company. Nike has been very fortunate that the United States has favorable policies that have fostered the growth of the company. For instance, the company charges itself for intellectual property, allowing them to pay less tax(Hopkins & Bowers, 2017). However, political conflict can affect the company’s operations overseas.
2. Economic factors. Over the years, Nike has established itself as a reliable brand; as such, the company is less susceptible to economic factors as compared to other companies. Many companies are turning to overseas countries where it is cheaper to outsource labor. Another factor that could have a significant impact on Nike and other companies is a market collapse. In such an event, the consumers may change their preference to cheaper products of lower but with an acceptable level of quality (Blush, 2018). Besides that, with a large budget for promoting its products, Nike can pursue small markets that are emerging in countries such as Brazil to promote the sale of their products.
3. Sociocultural factors. The global awareness on the importance of health and a healthy lifestyle has seen to it that people are gradually adopting improved lifestyles. Consequently, this has seen an increase in the sales of Nike’s products, such as footwear and athletic apparel.

The company has also garnered a lot of negative publicity and criticism as a result of it’s in a conducive work environment and allegations such as sexual harassment. Other unethical practices that have been highlighted include its dubious production that employs the use of sweatshops. These allegations have caused public controversy and have negatively affected its overall sales (McKay, 2019).

4. Technologies factors. The application of technology enables companies to innovate.

Since the inception of social media, it has an indispensable marketing tool. Nike uses social media platforms such as Facebook for marketing its products. The company also uses e-commerce platforms to sell its products directly to consumers, thus reducing its dependency on consumers.

The company also uses insights derived from business intelligence and artificial to optimize its sales operations as well as personalize customer experience (Barseghian, 2017). This is achieved through an application that the company uses to develop a direct relationship with the consumer. Through this approach, consumers are offered incentives and exclusive deals resulting in customer satisfaction.

5. Legal factors. Nike has recently been under investigation for tax evasion and marketing malpractices. According to the European Union, the manufacturer is alleged to have maneuvered its way around the tax laws in the Netherlands(Erwing, 2019). The repercussion of such actions can prove costly to the company.

The company has also been subject to lawsuits. For instance, four former employees have sued the company for gender discrimination against women (Helmore, 2018). Such controversial trials have tarnished the company’s image at a time when Nike is looking to invest in female athletic apparel and footwear heavily.

6. Competitive factors.

Nike faces fierce competition mainly from Adidas and Under Armor in the footwear industry. Although the products from Nike competitors are similar in some aspects, the company enjoys the advantage of a keen brand awareness, which ensures Nike continues to dominate the market. This dominance is also reinforced by Nike’s partnerships with famous sports icons such as the basketball legends Michael Jordan and Kobe Bryant.

1. Target Market(s)

Since its foundation, the sports manufacturer has focused on commitment to service and quality. Through diversification of products – sportswear, athletic apparel, sunglasses, the company has continued to record high-profit margins. Revenues from direct sales to consumers amounted to $11.8 billion (Thomas, 2019). The company targets athletes and the young generation of adults. These consumers receive the products mainly through two channels, direct-to-consumer channels, and the retail market. The majority of the revenue, however, comes from the retail market, which accounts for 70% of the total revenue (Danziger, 2018). Footwear is the leading profitable sales with sub-brands such as the Nike Air Force and Air Jordan being the most popular sportswear. Athletic apparels rank second when it comes to revenue generation.

SWOT ANALYSIS

1. Strengths
2. The company enjoys a superior marketing ability over its main competitors, such as Adidas. This is because a relatively large chunk of its market is directed towards marketing. For instance, according to last year’s statistics, Nike spent $1.44 billion from 2009 to 2018 on advertising and marketing activities(Guttman, 2019).
3. Nike boasts in-house professionals with a brilliant technical aptitude for the design of its products. It is because of such world-class designers that Nike can produce quality products.
4. The company enjoys a low production cost as most of its products are manufactured in countries with cheap labor costs such as China and Indonesia. This is one of the major factors responsible for the huge profit margins registered by Nike.
5. Partnerships and long-term contracts with icons such as Cristiano Ronaldo, Lebron James, and Michael Jordan have proven to be beneficial in boosting the company’s sales.
6. Nike has a huge loyal customer base around the globe. These customers are instrumental when it comes to feedback that the company uses to improve its operations. It is also thanks to this large customer base that Nike has been able to attain a market capitalization of more than a billion dollars.
7. Nike has established itself as a significant player in the footwear industry. Its strong reputation as a brand has enabled the company to develop a global cult of enthusiasts who are loyal to the brand.
8. The company’s team of in-house professionals has enabled Nike to make rapid progress in innovation. These innovations, which are as a result of cutting-edge research, have enabled Nike to maintain a competitive edge over other brands.
9. Nike has established an extensive network that enables production and distribution on a global scale. This is achieved through direct sales to wholesalers and direct-to-consumer through channels such as e-commerce sites.
10. The company ensures diversification of its brand portfolio through the acquisition of other established brands such as Converse and Hurley International. Also, the establishment of sub-brands such as Nike Blazers and Nike Air Force allows the company a certain degree of autonomy when it comes to preferences.
11. Nike ensures fast customer service through its “Make to Stock” strategy that provides quick and timely delivery of goods to its customers.

1. Weaknesses
2. Heavy reliance on its market share of footwear is a significant vulnerability of Nike. This can prove fatal in any event the company loses its market majority market share.
3. Profits margins are reduced. This is because the same retailers tend to offer similar lower-priced products to their customers as a way of getting Nike to provide lower prices.
4. Although Nike is widely recognized as a global brand, the company continues to rely heavily on the United States market. For instance, in 2018, 42% of the total sales were from the USA.
5. Despite the fact Nike registers large profit margins, the company still has a vast unpaid debt of $2 billion as of February 2020(Downie, 2020).
6. The company has been sued several on allegations of gender violation and a hostile working environment for women. Female workers have reported claims of discrimination when it comes to paying and sexual harassment.
7. When it comes to pricing of its goods, Nike prices its products relatively higher when compared with other competing brands. As a result, customers opt for lower-priced goods.
8. Nike has been accused severally of exploiting cheap labor in countries with workforces that are willing to settle for meager pay. For instance, allegations that Nike use sweatshops in the Asian countries where the employees work under inhumane conditions with payment as little as 40 cents every hour have been made.
9. Anti-globalization groups have made Nike the center of their anti-globalization campaigns. This, along with the negative criticism, has made the company to be viewed in a negative light.
10. The perception of Nike as a luxury brand by customers has resulted in more price-conscious consumers. As a result, many consumers prefer to go for other brands that offer the same quality but are priced lower than the Nike brand.

1. Opportunities
2. Nike still can tap into emerging markets such as Brazil and China, where the brand continues to grow at an impressive rate.
3. There is still more room for innovation that Nike is yet to explore. Emerging technology, such as the Internet of things, artificial intelligence, and wearable devices, are relatively new arenas that are promising. This is undoubtedly an opportunity that the company can take advantage of as a way of sustaining innovation.
4. The company relies on different manufacturers to produce and deliver its products. This extensive network can be made more efficient by acquiring some of these channels and integrating with the existing infrastructure to improve the efficiency of its supply chain.
5. Global events such as the International Olympics and the FIFA World Cup can be used Nike as a way of marketing and improving the strength of its brand.
6. Although the male gender dominated athletics, the landscape is quickly changing. More and more women athletes are emerging. Nike can take advantage of this niche to further strengthen its core brand.
7. The manufacturing process produces a lot of waste. Nike can recycle this waste material and utilize it in creating sportswear.
8. Controversial production practices such as exploitation of cheap labor and sexual harassment are areas that the company can improve and avoid unnecessary negative publicity. This can also save the company a lot of money that would be spent during lawsuits.

1. Threats
2. Retailers sell counterfeit products to customers. These products crafted from low-quality materials are sold under the Nike label. This can tarnish the reputation of Nike because they are producing low-quality products.
3. Nike also faces stiff competition from other brands such as Adidas and Puma. This competitive pressure exerted by rival companies consequently forces Nike to spend on marketing campaigns increasingly. In to maintain a competitive advantage, Nike has to rely more on innovation.
4. Rival companies in the footwear industry spend a lot of money on advertising and marketing campaigns. Nike spends a lot of money as a result of the marketing budget pressure exerted by its competitors, such as Fila and Under Armor.
5. Due to its global scale of operations, fluctuations in the foreign exchange currency market also affect Nike. This results in a change of revenue since the US dollar is also subject to such volatility.

Matching Strengths to Opportunities

1. Nike should maximize its intense research and design team to produce innovative products in new areas such as wearable devices and the emerging generation of women athletes.
2. Nike should also engage in charity and welfare events such as donations as a way of restoring its image to the public, which associates the company with malpractices such as sexual harassment and exploitation.
3. The company should also consider diversification of its products instead of relying heavily on footwear.
4. Since it enjoys a relatively low production cost, Nike should strongly consider pricing its products competitively.

Nike’s Key Success Factors:

The reason Nike why Nike is so successful as a brand can be attributed to the following factors:

• The uniqueness of Nike as a brand is one of the major selling points of its products. It’s signature swooshes logo, together with its catchy motto “Just Do It” slogan, ensure all of Nike productions are differentiated from its competitors.
• Nike’s products can easily be accessed through the 22,000 stores worldwide, the Nike Online Store, and e-commerce platforms such as Amazon.
• The company’s Nike Explore Team Sport Research Lab ensures the innovative design of its world-class quality products that have been the hallmark of Nike, such as the Nike Jordan.
• Nike is famous for its stylistic designs and features of its products. For example, Air Force One is popular because of its leather design and a stylish sole.
• When it comes to aggressive marketing, Nike is one of the company’s that comes to mind. The company uses a wide array of marketing techniques, including billboards, print media, social media, and endorsement with a sports icon. The company sets aside a substantial amount from its budget that is to be used in marketing activities.
• The company enjoys long partnerships with sports icons from different sports. Famous examples of such organizations include the basketball legend Michael Jordan and the Portuguese footballer Cristiano Ronaldo. These endorsements have played a significant role in increasing awareness of the Nike brand.

MARKETING STRATEGIES

1. Objectives

• To keep production cost to a minimum without compromising the quality of the product.
• To increase the company’s profit margins by 5% annually.
• To expand into small emerging markets such as Brazil.
• To ensure the company’s customer base is satisfied with its products.
• To come up with innovative ways of reaching its market.
• To diversify in the production of other goods and break reliance on footwear as the primary source of revenue.
• To ensure the company’s products reach the target market.

1. Segmentation, Targeting, and Positioning

Marketing Segmentation

The company has segmented its customer-base is segmented into four categories:

Demographic segmentation; Nike has separated its products based on different age and gender groups. According to these criteria, the company serves both the male and female ranging from 15 to 55 years. This ensures better customer satisfaction and that every group need is justly accommodated.

Behavioral segmentation; the company has a large customer base worldwide. To ensure the majority of this customer base has is satisfied with its products, Nike has to continue producing and improving innovative products. The company fulfills its mission statement, “Everyone is an athlete,” by ensuring its customers are comfortable as they live their active lifestyles.

Psychographic segmentation; According to this segmentation, Nike ensures that its products are well suited to the preferences of its customers. This entails producing a wide variety of products to ensure these preferences are met.

Geographic segmentation; Nike understands that different geographical locations conform to different customs and cultures. As such, Nike has a total of 1,152 retail stores worldwide to satisfy the diverse needs of each group (O’Connell, 2019).

Targeting

To fulfill the needs of its consumers, Nike continues to produce high-quality footwear and athletic apparel based on the specifications of the sport. As a part of its strategy to reach out to its target customers, Nike employs vigorous marketing. This is to ensure that consumers are made aware of their products. The company also takes an active involvement in sponsoring sports events such as athletic programs in universities. In addition to that, the company also provides jerseys and kits for many teams involved in different sports.

Market Positioning

The company has established a reputation as a producer of quality footwear and athletic apparel. It, therefore, comes as no surprise that the company has the largest market share in sportswear as the company has time and again proven its commitment to quality products delivering to its target customers. Nike has adopted several positioning strategies that have resulted in the brands’ success. It ensures that it continues to establish itself as a premium brand and produces footwear of quality design. Nike also ensures that it maintains the quality and value of its products.

Strategy Summary

The main business of the company is to maintain dominance over its competitors and get the most significant percentage of the market share possible.

To achieve these goals, the company has to continue innovating through research and design so they can produce footwear that meets the expectations of its customer base.

Nike does not manufacture its products. It relies on outsourced labor as a way of lowering production costs. This enables it to focus on the research and design of new products. Another strategy that Nike has put in place is expanding into the emerging market and expanding its distribution network globally.

Competitive Advantage

Low production cost. The company’s strategy of outsourcing labor from countries such as Vietnam has seen to it that Nike enjoys a relatively lower manufacturing cost.

Patents: Nike has ensured that copyrights and patents well protect its intellectual property. In 2018 alone, the company managed to secure a total of 867 licenses (Kish, 2019).

Innovation: When it comes to change, Nike has been on the frontline of innovation in the footwear industry. For instance, during the 2020 South Africa World Cup, the company invented the kanga lite technology, which was used in soccer cleats during the tournament.

The scale of operation. Nike sheer large-scale operations enable the company to benefit from economies of scale. This means the more revenue that company records, the lower its production costs.

1. Marketing Mix Strategy
2. Products

The company offers a diversity of products as part of its strategy. Although athletic footwear is Nike’s main product, the company has diversified and now produces sports equipment, accessories, and athletic apparel for a wide variety of sports.

Initially, the company’s main product was running shoes. Besides this product, Nike has ventured into producing goods targeted at other sports such as soccer cleats, basketball sneakers, tennis shoes as well as sports shirts and shorts.

Recently, Nike has ventured into the production of eyeglasses and frames through its brand called the Nike Vision. Apart from eyewear, the company’s acquisition of the brands like Cole Haan and Hurley has seen the Nike setting foot in the fashion industry through the production of goods such as luxury handbags and shoes (Media Corporate, 2018).

The company also has an innovative service called Nike By You that allows consumers to customize their Nike products. This service is, however, only limited to footwear and sportswear and is only accessible via the company’s website (Nike, 2020).

Sports Specialties is another sub-brand of Nike that is used for marketing headgear. The brand, in collaboration with the Nike Team, is also involved in the production and distribution of hockey equipment such as jerseys and accessories.

2. Price

Nike products are known for their premium quality. Because of this high quality, the company prices its products relatively higher than its competitors. This is also because Nike has a sharp brand image and loyal customers who are financially able to purchase these goods.

The company also uses a different pricing strategy that has enabled it to realize substantial profit margins. During pricing, Nike takes into account the present market conditions. By determining how much a customer can willingly pay for each of its products, Nike can price its products in a way that ensures that customers are retained (Sudan, 2019).

Depending on the income range of its customers, Nike employs different marketing strategies. For its high-end customers, the skimming price strategy is used as this class of customers can afford highly-priced limited-edition products. The competitive strategy is used to price the standard products which are intended for the upper-class customer base (Heart of Codes, 2018).

3. Distribution

Nikes have two way of distributing its products, through retail stores and direct-to-consumer sales. A global network of retail accounts in 200 countries aids in the distribution of its products. This is in addition to the 20,000 retail stores in the United States that the company sells its products. Recently, Nike has adopted a new business model. Besides selling to wholesalers, the company’s primary revenue generator, it is now increasingly selling directly to consumers via e-commerce platforms such as Amazon.

In the international market, the company has an established network of independent distributors. These distributors sell Nike products to both wholesalers and directly to consumers. Nike enjoys a low production cost. This is due to the fact the company outsources cheap labor from countries such as China and Vietnam.

4. Promotion

Nike is notorious for its aggressive marketing activities. It is because of Nike’s marketing strategies that the company has established a strong core brand. As part of its marketing strategy, Nike uses different tools and media as part of its marketing campaign. One way that the company uses to market its products is through the use of social media platforms such as Twitter and Facebook to reach its large customer online customer base. Nike also partners with sports icons such as Cristiano Ronaldo and Michael Jordan. These icons serve as brand ambassadors and are used for advertising and promoting Nike’s products. Nike also uses international sporting events such as the FIFA world cup and the Olympic Games to improve its brand.

The company also utilizes print media, commercials that feature celebrities and sports icons as well as billboards to advertise its products. All this is to ensure that its customer base is made aware of the latest offers on Nike’s products. Also, its Nike Online Stores are used to reach its broad customer base extensively. Sponsors events such as marathons to increase brand awareness and promote its products.

Budgeting

The company registered a definite increase to $10.3 billion according to its financial report. This is a 10% increase when compared to the previous quarter (Nike, 2019). From the financial statement of the company, it is feasible to extrapolate that a more substantial portion of funds can be channeled towards expansion and marketing activities.  This will aid in the realization of the objectives of the marketing plan.

Based on the financial statement of the company, the budget for the next fiscal year, 2020, is as shown below:

MARKETING IMPLEMENTATION

Implementation of the marketing plan

Backup plans

In any event, the implementation does not go according to plan, alternative plans have put in place to ensure the marketing plan is fail-safe. First and foremost, besides the original budget, an extra amount has to be set aside for the single purpose of financial backup in case of any unforeseen events. The company also uses an agile approach when it comes to its marketing plan and strategies. This means if the current policy is unsuccessful, the company quickly adopts a different marketing strategy.

Conclusions and Recommendations

From a thorough analysis of the current state of the market and Nike Incorporation, it is evident that the company can launch new products to market and simultaneously increase its market share of existing products. For this to be achieved, the following recommendations are made:

• Nike should use its strong brand and financial backing to expand into emerging markets such as Brazil and China.
• The company should also take advantage of the growing women’s athletic wear.
• It may also partner with technology companies such as Microsoft in the production of wearable athletic gadgets.
• Nike should also put stringent laws in place and ensure that child labor is eliminated in the company’s overseas production sites.
• Nike should maximize the use of social media and e-commerce platforms as ways of marketing and promoting the company’s brand.
• It should diversify its product portfolio by manufacture a wide variety of goods such as eyewear and handbags.
• Nike can recycle materials and utilize them in the production of sportswear.
• Nike can acquire other well-performing companies as a strategy of increasing the scale of its business operations.

References

Barseghian, A. (2017, October 7). How Nike is Using Analytics to Personalize Their Customer Experience. Retrieved from Forbes: https://www.forbes.com/sites/forbestechcouncil/2019/10/07/how-nike-is-using-analytics-to-personalize-their-customer-experience

Bashin, H. (2018, March 6). Marketing Strategy of Nike – Nike Marketing Strategy. Retrieved from Marketing91: https://www.marketing91.com/marketing-strategy-nike/

Blush, T. (2018). A PESTLE Analysis of Nike. Retrieved from pestle analysis: https://www.pestleanalysis.com/pestle-analysis-of-Nike/%3famp_js_v=0.1&usqp=mq331AQFKAGwASA%253D£ampf=

Boje, D. (2008). Storytelling Organizations. Los Angeles: Sage Publications.

Danziger, P. (2018, December 1). Nike’s New Consumer Experience Distribution Strategy Hits The Ground Running. Retrieved from Forbes: https://www.forbes.com/sites/pamdanziger/2018/12/01/nikes-new-consumer-experience-distribution-strategy-hits-the-ground-running/amp/

Danziger, P. (2019, March 1). Nike Declares 2019 Its Year For Women. Retrieved from Forbes: https://www.forbes.com/sites/pamdanziger/2019/03/1/nike-the-worlds-most-valuable-fashion-brand-declares-2019-its-year-for-women

Downie, R. (2020, February 19). Nike Stock: Capital Structure Analysis. Retrieved from Investopedia: https://www.investopedia.com/articles/markets/050716/nike-stock-capital-structure-analysis-nke.asp

Erwing, J. (2019, January 10). Netherlands May Have Given Nike Illegal Tax Breaks. Retrieved from The New York Times: https://www.nytimes.com/2019/01/10/business/nike-netherlands-eu-tax-breaks.amp.html

Fortune. (2018, May 31). Fortune 500. Retrieved from Fortune: https://www.fortune.com/fortune500/2019/nike/

Goetz, L. (2020, January 5). The Economics Behind Sneakers. Retrieved from Investopedia: https://www.investopedia.com/articles/investing/030716/economics-behind-sneakers-nke-addy.asp

Guttman, A. (2019, September 27). Nike: ad Spend in the U.S 2009-2018. Retrieved from Statista: https://www.statista.com/statista/463063/nike-ad-spend-usa/

Heart of Codes. (2018). Understanding the 4Ps of Marketing Mix of Nike. Retrieved from Heart of Codes: https://www.google.com/amp/heartofcodes.com/marketing-mix-of-nike/amp/

Helmore, E. (2018, August 13). Nike hit with a lawsuit from four women who allege gender discrimination. Retrieved from The Guardian: https://www.theguardian.com/business/2018/aug/10/nike-lawsuit-women-gender-discrimination

Hopkins, N., & Bowers, S. (2017, November 6). Revealed: How Nike stays one step ahead of the taxman. Retrieved from The Guardian: https://www.theguardian.com/news/2017/nov/06/nike-tax-paradise-papers

Kish, M. (2019, January 7). Nike Continues Torrid Patent Pace. Retrieved from Portland Business Journal: https://www.google.com/amp/s/www.bizjournals.com/portland/news/2019/01/07/nike-continues-torrid-patent-pace

Knight, P. (2016). Shoe Dog: A Memoir by the Creator of Nike. New York: Simon and Schuster.

McKay, R. (2019, August 24). The Truth Behind the Alleged Nike Sweatshops. Retrieved from WHO: https://www.who.com.au/nike-sweatshops-does-nike-use-sweatshops

Media Corporate. (2018). Portfolio – Nike Inc. A Growth Company. Retrieved from Media Corporate: https://media.corporate-ir.net/media_files/IROL/10/100529/nike-gs09/innovation.html

Nike. (2019, December 19). NIKE, Inc. Reports Fiscal, 2020 Second Quarter Results. Retrieved from Nike News: https://news.nike.com/news/nike-inc-reports-fiscal-2020-second-quarter-results

Nike. (2020). Nike By You Custom Shoes. Retrieved from Nike: https://www.nike.com/nike-by-you

Oberoi, M. (2017, October 17). Nike’s Target Market: Everything You Need to Know. Retrieved from Market Realist: https://www.marketrealist.com/2019/10/nikes-target-markets-everything-you-need-to-know/%3famp

O’Connell, L. (2019, July 29). Nike: number of stores worldwide 2009-2019. Retrieved from Statista: https://www.statista.com/statistics/250287/total-number-of-nike-retail-stores-worldwide/

Salpini, C. (2019, September 3). Game-changers: Have women reshaped the sportswear market? Retrieved from Retail Drive: https://www.retaildrive.com/news/game-changers-have-women-reshaped-the-sportswear-market/561607/

Soccer Bible. (2010, April 4). Nike Elite World Cup Football. Retrieved from Soccer Bible: https://web.archive.org/web/20111113290037/http://www.soccerbible.com/news/footballboots/archive/2010/04/22/nike-elite-world-cup-football-boots.aspx

Sudan, L. (2019, April 26). Nike’s Marketing Mix. Retrieved from Medium: https://www.medium.com/@lianasudan/nikes-marketing-mix-cd5c2aac1a50

techno. (2019, August 14). Nike Market Share in 2019: World’s Largest Shoe Company. Retrieved from Technavio blog: https://blog.technavio.com/blog/nike-market-share-worlds-largest/

Thomas, L. (2019, June 27). Nike Misses on Earnings, but Beats on Revenues as Customers Buy More Sneakers and Sports Gear. Retrieved from CNBC: https://www.cnbc.com/amp/2019/06/27/nike-reports-fiscal-4q-2019-earnings.html