The Nike brand sells in a mature market that is not growing. The logo is derived from goddess' wing,‘swoosh’, which symbolises the sound of speed, movement, power and motivation. Nike Case Analysis The Positioning statement of Nike is “For serious athletes, Nike gives confidence that provides the perfect shoe for every sport”. Rand once said, “Design is so simple, that’s why it is so complicated.” The Nike Swoosh derives its complexity from its simplicity. Nike case study analysis 1. The Nike logo – known as the ‘Swoosh’ – is the simplest logo imaginable, consisting of only two lines. Bestseller Favorite Add to Swoosh Nike Dripping Drip Just Do It Logo Bundle … Simple. I’d ask the group, “So what does the Nike logo mean?” The most common answer was, “it’s a checkmark.” Well, a checkmark has a hard angle between two straight lines (like the Verizon logo). In 1976, Gary Gilmore was the first person in America on Death Row in almost a decade, having murdered a … Tensions with Onitsuka had developed, ultimately convincing him it was time to strike out on his own. Nike hooked up the man known as King James with a few logos. He’d approached her in a hallway at the school’s graphic design department after overhearing her talking about why she wasn’t taking a particular class. Aftermath of the logo: simply said its history,nike has grew on to become the top brand and the swoosh has established itself as one of the most recognised logo in the world. PESTLE Analysis of Nike analyses the brand on its business tactics. She’s certain it was more than 17.5, a number that’s often referenced. The sound of its utterance matches the sound of speed. Twitter. I used to teach an art class for teens and I often liked to pick their brains about the logos they saw on their favorite products, in their urban surroundings – and on their feet. “I drew a picture of a shoe and then I drew (logos) on tissue. With the mindset that everyone is an athlete, Nike targets to cater to all the people around the world, belonging to any age group who wants to live athletics’ lifestyle. It contains a gold ring shaped as her signature Swoosh, a small diamond near the curve. The red color exemplifies passion, energy and joy, whereas the white color stands for the nobility, charm and purity of the Nike brand. This shoe had on it a prominent symbol appearing identical to the Nike swoosh.”. Change ), You are commenting using your Facebook account. Nike World Headquarters One Bowerman Drive Beaverton, OR 97005 Phone: 1-503-671-6453 7:30 a.m. - 5:30 p.m. PT, Monday - Friday (except holidays). “It was clear real quick which one was acceptable and which was not acceptable,” said Woodell, who would go on to serve as Nike’s president in 1983-84. The Swoosh was designed by a college student (!) He had a product — cleated shoes for football or soccer — and a factory in Guadalajara, Mexico, ready to make them. It reminds the consumer of what it represents each time it’s worn. On the other hand, Nike is showing some weaknesses since it is still mostly reliant on its fo… http://video-embed.oregonlive.com/services/player/bcpid649768122001?bctid=995280346001&bckey=AQ~~%2CAAAAPLpuSqE~%2Ca1DdoZJH5WSvEcpNW3Kuw2e4b_HTUI38, An interesting image during my research, the nike logo with illustration by the creator, And the most suprising find of my 1 week search was the logo of newport cigaratee. The Nike logo is meant to suggest movement, because it represents the wings of the Greek goddess of victory, Nike. Knight jokes at one point that Davidson is fortunate her $35 check did not bounce. Then Woodell hands her an envelope containing a Nike stock certificate. A short time later, Knight called Davidson’s husband. A Five Forces Analysis, based on Michael Porter’s model, points out that competition, customers and substitutes are the most important external forces in Nike’s industry environment. Shortly after the game, he won Super Bowl MVP No. “He needed to get his own identity,” Davidson said. The shoe brand borrows the mythological attributes of flight, victory, and speed. When I first started this case study of the nike “swoosh” logo ,was not expecting anything unusual to come up, but to my surprise a suspected plagiarism in one of the worlds most recognised logo,but before going on to that its time for basic groundwork. For her. Tom Brady won Super Bowl ring No. It … Whatever they gave her, I doubt it was enough given the immensity of her contribution. Nike’s strengths are the primary drivers of the company’s growth and global leadership in the sports shoes, apparel and equipment market. For much of the time, it was written in Futura Bold, all-cap typeface. Nike made direct efforts to connect Jordan to the concept of flight and superhuman skills. It would be up to Knight, Jeff Johnson and Bob Woodell to make the call. He told her it needed to convey motion and that it couldn’t look like those of Adidas, Puma or Onitsuka’s Tiger. Nike signs many athletes, some end up… By that time, it was obvious, that Nike does not have to include its name in the emblem to make it instantly identifiable – it was already known all over the globe. And let me sign off the nike reasearch with another piece of interesting info i found in wikipedia, “During the 1996 Olympics in Atlanta, the Discovery Channel displayed a track shoe allegedly worn by U.S. legend Jesse Owens at the 1936 Olympics in Berlin. Are you interested?”. Nike Over View •Nike is the Ancient Greek goddess of victory “It is one of the most recognized symbols in the world – The Swoosh. 5. Matthew Futterman says that in terms of their strategy, Nike knows what they are doing and they have incredible results, doubling their revenues in the last decade. Aftermath of the logo: simply said its history,nike has grew on to become the top brand and the swoosh has established itself as one of the most recognised logo in the world. A SWOT analysis is very useful to identify the external and internal factors that influence Nike. To say that the Nike Swoosh represents motion and speed is only to inspect the surface of the design. The PESTLE Analysis highlights the different extrinsic scenarios which impact the business of the brand. Logos The advertisement is trying to persuade women because it is giving reasons to why women should play sports. For example, take a look at the hidden meanings or messages embedded in … The Nike logo is a perfect example of the importance of visuals that builds brands that are recognized and trustworthy. Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. Nike Marketing Strategy Analysis. LinkedIn. in 1971. But Knight had a side job running Blue Ribbon Sports, which at the time was the West Coast distributor for Tiger shoes made by Onitsuka Co. Ltd. Knight told Davidson he needed a part-time graphic artist to make some charts and graphs in preparation for a meeting with Onitsuka executives visiting from Japan. Nike has the annual revenue of $36.4 billion in financial year 2018 with a market capitalization of $120.3 billion and 11000 stores worldwide. Its swoosh symbol is easily recognized by everyone. This component of the SWOT Analysis deals with the internal strategic factors that support business development and competitiveness. At its most fundamental level, the Nike Swoosh represents motion and speed. Nike’s Jordan brand focuses exclusively on basketball and designs, distributes and licenses athletic and casual footwear, apparel and accessories. It uses separate campaign or strategy to cap the market potential of the different segments.Targeting is the important aspect of the marketing strategy, especially when a company is in different businesses. This brand represents transcendence through sports. It was only in 1995 that the wordmark was removed. yes the newport logo looks like an inverted nike swoosh or may be the other way around. Well all the controversies aside NIKE logo is an amazingly simple piece of art which has got synonymous with brand unlike any other logo. Davidson recalls handing Knight her five or six finalists. But Nike inspite of being a late entrant,made the best out of their marketing options. Fast.” 3. Sometimes a company or brand logo is more than it first appears. Davidson not only designed the Swoosh but also suggested the name Nike as an alternative to founder Phil Knight’s other idea for a brand name: ‘Dimension 6.’ She was subsequently employed by Nike and later compensated further with a gold Swoosh ring and Nike stock. Such as Nike… Nike Case Study Analysis By Ahmed Samir Haitham Salah Magdy Essmat Magdy Mohamed Sherif 2. He loved the Adidas stripes, he loved them. Change ), You are commenting using your Twitter account. Eversince i found this story about newport and nike logo similarity, i just wondered if the swoosh creator ever smoked or had a companion who smoked newport cigarette and she casually saw the box lying around on her table and hence got inspired. “That was part of my problem. According to Nike founder Phil Knight, “There is no value in making things anymore. Basketball superstar and Nike spokesman Michael Jordan. Rapid innovation processes 3. Let’s take a look at the Nike logo meaning and history. Nifty 14,956.20 18.1. “I’ll pay you $2 an hour to make them. Subscribe to the Culture Creature podcast:Apple Podcasts | Android | Stitcher | RSS, Foxygen’s Jonathan Rado Finds Creative Bliss In Pursuit Of The Unknown, Jonny Pierce Of The Drums: The Culture Creature Interview, Citizen’s Mat Kerekes On Queen, Mortal Kombat, And The Power Of Nostalgia, Interview: Greg Puciato Expels The “Ugly Toxic Thing” That Fueled His Darkest Work, Saves The Day’s Chris Conley On His “Euphoric” Musical Journey, Run-DMC’s Darryl McDaniels Discusses The Origins Of Icons, Interview: Ian MacKaye on Trump, Social Media and Fugazi. Info: 1668 words (7 pages) Essay Published: 28th Dec 2016 in Business. “I remember being in my studio working on it,” she said. So we’ve established that the Goddess Nike was a winged figure – and guess who else had the power to fly? The value is added by careful research, by innovation and by marketing.”. “Because it has to look good on a shoe.”. That’s when Johnson — Blue Ribbon’s first employee — suggested the name of the Greek goddess of victory as an alternative to Knight’s “Dimension 6.”, The U.S. Patent Office recorded the curvy checkmark on June 18, 1971. 7 on Sunday. Its ‘Swoosh’ logo and ‘Just Do It’ slogan keep it apart from the large crowd of brands. A beaming Woodell, with other Nike employees nearby, greets her at the door. The iconic "swoosh" was designed in 1971 by Portland State University student Carolyn Davidson, who was hired by the company's co-founder, Phil Knight. The Swoosh is curved. She kept doodling, and two or three weeks later — again, there are no records of the date — Davidson presented her work at the Blue Ribbon offices in a sublet space in Plaza Southwest on Haines Road near Interstate 5 in Tigard. Nike has captured approx. 31% of the global athletic footwear market. The swoosh is also an onomatopoeic expression. In it, Klein describes Nike’s philosophy of brand over product: long ago, Nike shifted its focus almost entirely to branding and marketing, while outsourcing production to cheap foreign contractors. After Knight made his choice, Davidson asked for time to refine her work. Every decision you make when you pick a logo can have an impact on the way your brand is perceived. Keenly aware of the difficulty of making something static appear fluid, she went to work. Strong Brand Awareness – Nike is one of the most recognizable brands in the world as its name alone is memorable, easy to pronounce, and very unique. Reference this Share this: Facebook. The only way to grow the Nike brand is to take share from competitors. Some say Nike will appeal to millennials with this strategy? The Nike SWOT analysis, highlights the biggest positive point of the company’s strength, i.e., its constant ability to innovate something new. And yet, this remarkable logo represents billions of dollars worth of accumulated branding and marketing associations. Nike even gave him wings on his most famous poster (above). For years it’s helped sell sneakers and evoked a sense of athletic excellence, and now, it’s a … It is precisely this simplicity which allows it to thrive in so many different contexts, to carry the brand on its own (with or without the accompanying word ‘NIKE’), and to absorb and reflect so much brand messaging. Then Woodell hands her a small box. While Nike’s stand may solidify its standing with 46% of its current customer base, it will not help the brand take share from Adidas and Under Armour. Below, see the 2nd Century Hellinistic sculpture of Nike, which resides in the Louvre. ( Log Out / The colors, shapes, fonts, and words chosen all need to work together to form a harmonious whole. The official registration certificate: http://tsdr.uspto.gov/documentviewer?caseId=sn72414177&docId=ORC20051118192546, The official font(over the swoosh): Italicized Impact, a sans serif typeface created by Geoffrey Lee in 1965. What does the mythological figure Nike have to do with the Nike logo meaning? Nike Nike is expanding women's apparel, especially sports bras and tights. Tata Comm 1,333.15 82.15. Moreover, Nike is staying ahead of the technology curve, with an enormous capacity of innovation and a good R&D department. The success of that freelance gig landed others, continuing throughout her PSU years. This document particularly confirms which logo was registered first. “Carolyn,” Woodell told her on the phone, “Phil and I haven’t seen you forever. Nike mission statement, “to bring inspiration and innovation to every athlete in the world”, is an embodiment in itself which reassures innovation at each step of its creation and production. Pathos The advertisement is trying to make women feel good, knowing that it can reduce a lot of sicknesses. Even though this is a huge risk to Nike’s reputation, the shareholders only care about one thing, returns. Change ), You are commenting using your Google account. And suprisingly its the newport cigarettes who released the logo which looks like an inverted swoosh or more appropriately said a “spinnaker”. Benchmarks . Reasons to Play Sports less likely to get breast cancer “We needed it in a hurry,” Woodell said, “and Knight didn’t really want her to spend another week on cleaning it up.”. The word ‘swoosh’ is onomatopoeia for the sound you’d hear as Lebron James or Michael Jordan zips past you en route to a spectacular dunk. Reddit. During a recent visit to Davidson’s eastside Portland home, a videotape recorded Sept. 15, 1983, is playing. But what does it mean? Nike have sponsored many renowned sports teams and athletes with its top trademark “Just Do it” and Swoosh logo. Logo designers have to take all of the following things into consideration. Nike’s focus on innovation and ethics has resulted in stronger reputation and faster growth. And during the trophy presentation, he … More fundamentally, Nike’s logo represents the speed at which Michael Jordan moves past you as he delivers that winning dunk. The certificate acknowledges her as the creator of The Swoosh and goes on to, humorously, list a variety of legal obligations for which she is now responsible. It is an innovative brand that is also known for its excellent marketing and for good quality products. Strong brand image 2. Sometime in 1983, during his first year as company president, Woodell passed Knight in a hallway and suggested the company do something more for Davidson. 4.5 out of 5 stars (95) $ 1.80. In today’s competitive environment, Nike, one of the global leaders in sporting goods industry, has established a strong position for enhancing athletic life style. For more than 20 years since its creation, the Nike logo included the name of the company. PESTLE analysis of Nike. Nike. Change ), http://tsdr.uspto.gov/documentviewer?caseId=sn72414177&docId=ORC20051118192546. An effective logo is more than the sum of its parts. Being present in footwear, sports equipment, clothing and many others Nike uses differentiated targeting strategy.Produc… Create a free website or blog at WordPress.com. Its swoosh logo sets it apart from the crowd of businesses. Sometime in early 1971 — no one is exactly sure when — Knight told Davidson this shoe would need a “stripe” the industry term for a shoe logo. The following strengths are the most notable in the case of Nike Inc.: 1. Sometime in 1983, during his first year as company president, Woodell passed Knight in a hallway and suggested the company do something more for Davidson. The shape depicts an arc of movement. Most of Nike’s fame depends on its stylish products and a well crafted marketing strategy. If graphic design has an equivalent of Michael Jordan, it’s my hero Paul Rand (designer of some of history’s most recognizable logos, including those of IBM and UPS). Nike PESTLE Analysis examines the various external factors like political, economic, social, technological (PEST) which impacts its business along with legal & environmental factors. The logo is a mark of motion and great speed. Nike Logos SVG / PNG / eps Files , Sport Brand Logo , Nike Cricut Logo , Nike Vector , Cut File , Clipart , Printable , Silhouette File OrionArtDesign. At the same time, Davidson said, it was clear that Knight was partial to the three stripes. But what Nike fans might not realize is that the phrase is also quite morbid. The swoosh can be used just like a signature. Extensive global production and … “Excuse me,” Davidson recalls him saying, “are you the one who can’t afford to take oil painting?”, “I kind of wondered who he was and how he knew that,” she said. The lion wearing the crown is a perfect representation of the king himself. The Nike logo has traditionally used the red and white color palette. (adsbygoogle = window.adsbygoogle || []).push({}); Naomi Klein’s book No Logo is essential reading for anyone interested in branding. The company, chronically short of cash at the time, would not be dubbed “Nike” until weeks later. This particular LeBron logo is one of the best. The world constantly changes and disparities, however, some top brands seem to keep their leadership position in their industry to this day. NIKE, Inc. today announced it has acquired Zodiac Inc., a leading consumer data analytics firm based in New York City and Philadelphia. In the video, Davidson starts crying. It’s the most basic form you can imagine – only two lines. There was a time when this Nike emblem was a humble and rather insignificant symbol, but it became a sports symbol that is globally recognized. This logo appears on products themselves, as well as the advertisements for those products. She mostly produced charts and graphics until the day Knight gave her a new assignment — a logo. The following is an excerpt from a rare interview of the Carolyn davidson By Allan Brettman, The Oregonian. Not possible, Knight replied, citing production deadlines. Nike uses psychographic segmentation variables to make its offerings more attractive to the target customers. This way, they could sell something much bigger than a pair of shoes: a lifestyle. It opens with a clearly surprised Davidson walking into Nike’s Washington County offices. Why don’t you come out and we’ll all go to lunch.”. Davidson met Knight, then an assistant professor at PSU, in the late 1960s. “Oh, he loved Adidas,” Davidson said. ( Log Out / So we’ve established that the Goddess Nike was a winged figure – and guess who else had the power to fly? Cost incurred: 35$(at the rate of 2$/hour). named Carolyn Davidson for a mere $35 (!!!) Fluid. The Nike slogan is one of the most widely recognized brand slogans in America. For example, Jordan’s signature shoes included the Jordan Flight and the Air Jordans. 2. Nike taps into the emotions of the global audience by addressing themselves as an athletic-wear company that exists with the belief that everyone in this world is an athlete. The Nike logo meaning is imbued with the results of long-term, multi-billion dollar branding efforts. And then I’d –” Davidson the makes a motion as if she were crumpling paper. Woodell rang up Davidson. In Greek mythology, Nike is the Winged Goddess of Victory. The Nike logo was inevitably present in the room on someone’s kicks. The lunch had turned into a party. Davidson submitted her bill for $35 but doesn’t know how many hours she actually put into the project. NSE Gainer-Large Cap . Increased the brand awareness to tremendous levels and capitalised on sporting events and also roped in famous names to endorse the brand and i believe more than their ad campaign it was these brand endorsers who themselves were great sportsmen,personified the brand image which it has today. Explore the latest styles and innovations from Nike Women, featuring the hottest shoes, clothing, gear and accessories for every level of activity. When people see the logo without the brand name, they will immediately be able to identify it as Nike, which shows the power of the brand. One of Nike´s strength is its logo, the so called “woosh”. The minimalistic sans-serif type looked straightforward and energetic, which went well with the company’s core values. Well, when you really love something, try to get somebody to look over here” at something different. I’d lay it over. Nike uses the swoosh to help consumers associate things like hard work, commitment, and tenacity with their brand (Center for Applied Research). (adsbygoogle = window.adsbygoogle || []).push({}); In Greek mythology, Nike is the Winged Goddess of Victory. Launched in 1988, the Nike “Just Do It” campaign featured professional and amateur athletes talking about their accomplishments and the emotions they feel as they exercise. “But then he introduced himself and said he was Phil Knight, and he was teaching accounting.”. ( Log Out / Nike Inc. enjoys a top position in the global athletic shoes, equipment and apparel market. Because it’s not a check mark. ( Log Out / It carries with it decades worth of affiliated basketball heroism, urban hip-hop attitude, and more. Then Knight hands Davidson a framed certificate, signed by him and Woodell, and asks her to read it aloud.