At present, Nike rank first of the sports brand in the world (by brand value). while among many competitors in the sports brand camp, Nike is only a young man,a latecomer. NIKE brand was established in 1972, havee stablished more than four years. Nike Air Max 2009 And we look at several sports brands ranking before such as Adidas and Puma which have been established in Germany in 1948; UMBRO established in 1924; Converse founded in 1908; Reebok is earlier, established in 1895. Why young NIke global sports brand within less than four years? How to defeat those strong competitors with a long history ? I think there are three magic wand that is most worthy learning.
Nike focuse on technical research and development. In 1972, after Phil Knight and Bowerman invented Nike shoes, and did not immediately have a good effect on the market. Until one Sunday morning in 1975, Bowerman found a kind of iron oxide rubber in the baking waffle mold , then made out a new type of sole. The small round pin on this “waffle” type rubber soles makes Nike more flexible than other popular soles on the market. This seemingly simple product innovation at first maked achievements of the Phil Nike and Bowerman in career. These shoes were greatly welcome to the athletes, thus, with the market conditions turning to better, this shoe sales in 1976 reached $ 14,000,000, whereas before this year the sales of 830 million dollars, in 1972 the sales was only $ 2,000,000 . Precisely because of this origin on the market and the same emphasis of many competitors, make Nike become a brand focused technology research and development. Since then, Nike elaborately
research and develop new products, and many of the products are most innovative and most advanced in the market. Moreover, Nike pay attention to the development of ergonomics and bionics such areas, the design style of these products is often based on different foot type, weight, running speed, training programs, gender and different level of technology. This product is designed more in line with consumer needs, not only function in line with movement,but also safety and comfort more in line with consumer demand, many products can even improve the athlete’s sports performance. Currently, Nike invest yearly 4% of its sales revenue in R & D , which makes Nike sports products in many areas maintain technological superiority, thereby ensuring competitive advantage of its products and brands.
Nike emphasis on the core spirit of the brand building. Nike founder Bill Bowerman once said: “As long as you have a body, you are an athlete. And as long as there are athletes in the world, Nike will continue to grow and develop.” Such Core spirit of brands make Nike sports products focus on the market and service for athlete needs.
Nike focus on learning and reference. Nike started to rely on innovation and large-scale R & D investment to maintain technological leadership. But the real driving force promoting Nike into the forefront of U.S. market is not innovation but not the counterfeit product. When Nike has been growing with a certain amount of time, Nike chosen a model of Adidas as imitation products,as result counterfeiters beatinventor.