CORPORATE IDENTITY NIKE
CONTENT 1 WHAT IS CORPORATE IDENTITY
11 NIKE PRODUCTS
2 INTRODUCTION
12 WHAT IS NIKE’s BRAND IDENTITY
3 NIKE LOGO
13 MISSION AND VISION STATEMENT
4 HISTORY
14 NIKE COMPETITORS
5 NIKE - STATISTICS .. & FACTS
15 SPORTS EQUIPMENT
6 HEADQUARTERS
16 NIKE’S NET WORTH
7 ENVIRONTMENTAL RECORD
17 CO-BRANDING
8 THE NAME : NIKE
18 URL
9 TAGLINE : JUST DO IT
19 NIKE FOOTBALL +
10 BRANDMARK
20 SIGN- OFF
WHAT IS CORPORATE IDENTITY
A corporate identity or corporate image is the manner which a corporation, firm or business presents themselves to the public (such as customers and investors as well as employees). The corporate identity is typically visualized by way of branding and the use of trademarks,but it can also include things like product design, advertising, public relations etc. Corporate identity is a primary goal of the corporate communications, for the purpose to maintain and build the identity to accord with and facilitate the corporate business objectives.
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INTRODUCTION
Nike Inc is an American Multinational Company that provides sporting goods ranging from sports clothes to equipment and accesories. They are one of the largest sports goods providers around the globe. Nike outsources the actual manufacturing of their goods and instead focus their time and efforts on the branding, marketing and the design of their products. In Naomi Kleins book (1999)No logo she describes the brand over product philosophy and how Nike has adopted that idealogy by outsourcing their manufacturing and focusing on branding.
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NIKE LOGO
In Greek mythology, Nike is the Winged Goddess of Victory. The logo is derived from goddess’ wing,‘swoosh’, which symbolizes the sound of speed, movement, power and motivation.
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HISTORY Nike, Inc., formerly (1964–78) Blue Ribbon Sports, American sportswear company headquartered in Beaverton, Oregon. It was founded in 1964 as Blue Ribbon Sports by Bill Bowerman, a track-and-field coach at the University of Oregon, and his former student Phil Knight. They opened their first retail outlet in 1966 and launched the Nike brand shoe in 1972. The company was renamed Nike, Inc., in 1978 and went public two years later. By the early 21st century, Nike had retail outlets and distributors in more than 170 countries, and its logo—a curved check mark called the “swoosh”—was recognized throughout the world.
From the late 1980s Nike steadily expanded its business and diversified its product line through numerous acquisitions, including the shoe companies Cole Haan (1988; sold in 2012) and Converse, Inc. (2003), the sports-equipment producer Canstar Sports, Inc. (1994; later called Bauer and sold in 2008), and the athletic apparel and equipment company Umbro (2008; sold in 2012). In 1996 the company created Nike ACG (“all-conditions gear”), which markets products for extreme sports such as snowboarding and mountain biking. In the early 21st century Nike began selling sports-technology accessories, including portable heart-rate monitors and high-altitude wrist compasses.
Part of Nike’s success is owed to endorsements by such athletes as Michael Jordan, Mia Hamm, Roger Federer, and Tiger Woods. The NikeTown chain stores, the first of which opened in 1990, pay tribute to these and other company spokespersons while offering consumers a full range of Nike products. In the 1990s the company’s image briefly suffered from revelations about poor working conditions in its overseas factories.
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NIKE - STATISTICS & FACTS Nike, Inc. is an American multinational corporation which is the world’s largest supplier and manufacturer of athletic shoes, apparel and other sports equipment. The other major players in this sector are Adidas, Puma, and Under Armour. Nike, Inc. includes the Nike, Converse, Hurley, and Jordan brands and the company is headquartered in Beaverton, Oregon, in the United States. The company takes its name from Nike, the Greek goddess of victory. Nike is famous for its ‘Swoosh’ logo as well as its “Just Do It” slogan. Nike markets its products under its own brand, as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Blazers, Air Force 1, Nike Dunk, Air Max, Foamposite, Nike Skateboarding, Nike CR7, and subsidiaries including Brand Jordan, Hurley International and Converse. Globally, Nike sponsors many high-profile athletes, such as Cristiano Ronaldo, Rory McIlroy, LeBron James, and Roger Federer as well as sports teams like Barcelona, Manchester City, and Paris Saint-Germain. As of 2019, Nike was the most valuable global apparel brand, with a brand value of over 32 billion U.S. dollars. Nike also held the largest market share of the global apparel market. The company also has a very strong financial record, generating over 30 billion U.S. dollars in revenue each of the last four fiscal years. Nike has three main business segments: footwear, apparel, and equipment. In 2019, footwear led the way in terms of sales revenues, bringing in over 24 billion U.S. dollars that year. Converse is owned by Nike and is one of the company’s success stories, generating steady revenues year after year. The company employed about 76,700 people worldwide in 2019. The North American region of Nike generated the largest portion of the company’s revenue with approximately 15.9 billion U.S. dollars in 2019. The United States is a core market for Nike, with the company generating approximately 41 percent of their overall revenue there in 2019. Nike is one of the most popular brands amongst men and women when it comes to athletic apparel worldwide. In the United States it is also the favorite sport apparel brand of both men and women. Unsurprisingly a large proportion of Americans own Nike brand apparel. In 2018, 55.38 percent high income earners in the U.S. said that they owned apparel, accessories and shoes from Nike.
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HEADQUARTERS
Nike’s world headquarters are surrounded by the city of Beaverton but are within unincorporated Washington County. The city attempted to forcibly annex Nike’s headquarters, which led to a lawsuit by Nike, and lobbying by the company that ultimately ended in Oregon Senate Bill 887 of 2005. Under that bill’s terms, Beaverton is specifically barred from forcibly annexing the land that Nike and Columbia Sportswear occupy in Washington County for 35 years, while Electro Scientific Industries and Tektronix receive the same protection for 30 years. Nike is planning to build a 3.2 million square foot expansion to its World Headquarters in Beaverton. The design will target LEED Platinum certification and will be highlighted by natural daylight, and a gray water treatment center.
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ENVIRONMENTAL RECORD In 2007, New England-based environmental organization Clean Air-Cool Planet ranked Nike among the top three companies (out of 56) in a survey of climate-friendly companies. Nike has also been praised for its Nike Grind program, which closes the product lifecycle, by groups such as Climate Counts.
Since 1993, Nike has worked on its Reuse-A-Shoe program. This program is Nike’s longest-running program that benefits both the environment and the community by collecting old athletic shoes of any type in order to process and recycle them. The material that is produced is then used to help create sports surfaces such as basketball courts, running tracks, and playgrounds.
A campaign that Nike began for Earth Day 2008 was a commercial that featured basketball star Steve Nash wearing Nike’s Trash Talk Shoe, which had been constructed in February 2008 from pieces of leather and synthetic leather waste from factory floors. The Trash Talk Shoe also featured a sole composed of ground-up rubber from a shoe recycling program. Nike claims this is the first performance basketball shoe that has been created from manufacturing waste, but it only produced 5,000 pairs for sale.
A project through the University of North Carolina at Chapel Hill found workers were exposed to toxic isocyanates and other chemicals in footwear factories in Thailand. In addition to inhalation, dermal exposure was the biggest problem found. This could result in allergic reactions including asthmatic reactions.
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THE NAME : NIKE
The type of naming strategy that Nike used is METAPHOR In greek mythology, Nike is the goddess of victory and success and is also referred to as the winged goddess of VIctory is a metaphor for how it people use their products they will be successful and VIctoriouslike Nike the goddess This creates connotations of users being unstoppable and undefeatable and this kind of empowerment is what NIke wants to spark in its target audience.
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TAGLINE : JUST DO IT
Just do it and this kind of taglines an IMPERATIVE tagline because it commands action. Just do it campaign was launched in 1988 and it featured amateurs and athletes talking about their experiences of working out and exercising and this inspired many people to the point where people start contacting Nike and telling them stories of how they just did it-whether its quitting dead end jobs or finally signing up in a gym. It is very straight forward and simple, but believe that is what makes it extremely powerful. We always find ourselves busy with such day to day tasks, like due work or daily responsibilities such as school and work and we always postpone doing the important things that truly matter, such as doing what we love and following. Our passion, and this phrase just do it emphasizes the idea of stop waiting around, stop waiting for that perfect moment because in reality there is no perfect moment, and you just need to do it. lt evokes courage and bravery and inspires people to finally beautitul part is that it is not only limited to exercising or doing sports, its just general and can apply to anything. Famous designer Paul Rand once said Design is so simple, that’s why its so complicated and I believe that Nike follows that so strictly in everything they do.
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BRANDMARK
1964
1972
1978
1985
NOW As we can see from the diagram above. Nike’s brandmark from 1972 till 1985 included the name and the swoosh meaning that through out this time Nike’s brandmark was an EMBLEM but after 1985 they decided to go with the swoosh on its own without NIke making nike current brandmark an abstract or symbolic mark.
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NIKE PRODUCTS
Nike produces a wide range of sports equipment. Their first products were track running shoes. They currently also make shoes, jerseys, shorts, cleats, baselayers, etc. for a wide range of sports, including track and field, baseball, ice hockey, tennis, association football (soccer), lacrosse, basketball, and cricket.
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WHAT IS NIKE’s BRAND IDENTITY
The Swoosh is easily one of the most recognized brand logo in the world. Nike is just shy of becoming the definition of sports themselves.... The idea is that embedding a celebrity image into the consumer’s mind will cause the consumer to associate the endorser with Nike’s products.The Nike Swoosh has been made into a cultural dissemination that stands for athleticism, power, fitness, and all other values Nike attempts to incorporate into their brand image.
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WHAT IS NIKE’s MISSION AND VISION STATEMENT
Nike’s Corporate Mission Statement Nike Inc.’s corporate mission is “to bring inspiration and innovation to every athlete in the world.” The company further states that everybody is an athlete, based on Nike founder Bill Bowerman’s statement, “If you have a body, you are an athlete.” ... Innovation.
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NIKE COMPETITORS
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SPORTS EQUIPMENT
Nike produces a wide range of sports equipment. Their first products were track running shoes. They currently also make shoes, jerseys, shorts, cleats,[45] baselayers, etc. for a wide range of sports, including track and field, baseball, ice hockey, tennis, association football (soccer), lacrosse, basketball, and cricket. Nike Air Max is a line of shoes first released by Nike, Inc. in 1987. Additional product lines were introduced later, such as Air Huarache, which debuted in 1992. The most recent additions to their line are the Nike 6.0, Nike NYX, and Nike SB shoes, designed for skateboarding. Nike has recently introduced cricket shoes called Air Zoom Yorker, designed to be 30% lighter than their competitors’.[46] In 2008, Nike introduced the Air Jordan XX3, a high-performance basketball shoe designed with the environment in mind.
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NIKE’s NET WORTH
As of 2020, Nike’s net worth is valued at about $34.8 billion. Its 2020 global brand value is a $2 billion increase from its worth in 2019.
The ubiquitous sports company recorded its most profit from footwear sales in 2020. Footwear sales accounted for $24 billion of its 2020 revenue. Non-US sales accounted for about 59% of Nike’s sales as of 2019, a 1% increase from sales in 2018, despite the heavy focus on the US market.
Nike spent $3.75 billion in marketing and advertising in 2019 alone to improve visibility and reach.
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CO-BRANDING Nike and Apple Nike Inc. is making running shoes that will provide users with instant information on time, distance, speed and calorific burn rates. To achieve this, Apple computers Inc. is providing a tiny i Pod, and there will be a new wireless system named Nike + i Pod that gets data from a sensor in the insole of the shoes. This major innovation leapfrogs the ‘Smart Shoes’ concept of Nike’s rival Adidas-Salamon AG, which has developed a product containing a chip-based device that adjusts foot cushioning to a person’s needs – cushion response shoes. Indeed, at the launch of the Nike/Apple product in May 2006 (with Steve Jobs also present), Nike CEO Mike Parker went as far as to say that “We realized making a smart shoe wasn’t really smart enough” Also launched at the same time was a range of performance clothing that holds i Pods, keeping wires out of sight. Behind every good co-branding activity is a healthy dose of consumer insight. Nike’s VP of global brand management Trevor Edwards said, “we share the same types of consumers……….and know that these two brands work really well together”. Both Nike and Apple retail outlets will sell the new shoe product technology, but Nike will also sell i Pod nano products and Apple will offer a Nike Sport music section on its i Tunes music store, featuring lists of songs chosen by well-known athletes. All in all, it looks a brilliant idea and a win-win situation for both companies and this is the value of strong, well-thought through co-branded partnerships.
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URL
www.nike.com/
www.jdsports.my/
www.nike.com
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NIKE FOOTBALL +
THE NIKE FOOTBALL + Branding is the gateway to a new Elite training experience for fot ‘s . It can be for a variety of media with various pop colour variations available.
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SIGN- OFF
NIKE MAKE THE DIFFERENCE THE SIGN OFF WILL APPEAR ON ALL EXECUTIONS TO UNDERLINE THE FOOTBALL STRATEGY FOR THE YEAR THE RECOMMENDATION IS TO USE THE STACKED VERSION WHERE POSSIBLE MAKE SURE IT HAS A STRONG POSITION AWAY FROM NIKEFOOTBALLL DRIVER. CARE SHOULD BE TAKEN THAT THE SIGN OFF DOESN’T GET TOO SMALL THEREFORE WE SUGGEST THE SIGN OFF IS BETWEEN 15 AND 20% OF THE ENTIRE LAYOUT FOR GOOD VISIBITITY AND THE IMPACT FOR USAGE WITH THE HORIZONTAL MERSION 13.5% IS THE RECOMMENDATION IN RELATION TO THE SIGN OFF THE NIKEFOOTBALL DRIVER CAN BE SETUP TAKING ITS WIDTH FROM THE WIDTH 0F THE ‘MAKE THE DIFFERENCE’.
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NIKE NAME : GANESAN SUBRAMANIAM MATRIC NUMBER : 09DRG18F2010
