Nike, what first started off as merely footwear, is now the worlds leading supplier of athletic shoes and apparel. It has been around since 1980 and sponsors many high-profile athletes and sports teams around the world. Their goal is to carry on a legacy of innovative thinking, to help athletes reach their potential, to set themselves apart from their competition and provide value for their shareholders. As a company, they have established a strong brand portfolio with wholly owned subsidences like Converse Inc, Hurley Int., Nike Golf and Umbro Ltd. Currently, Nike operates in over 160 countries and has collected many awards over the years including one of the most sustainable corporations in the world. Nike sees corporate responsibility as an integral part of how they can use the power of their brand. They as a company invest a minimum of $315 million in grants and product donations.
The Nike "swoosh" logo came to symbolize not just sports culture, but street culture, as the appeal of the star players who endorsed the brand was carried onto city streets. The approach of the new century set Nike new problems. Trainers went (briefly) out of fashion; economic slowdown and labor problems hit Asian performance. But the group has bounced back, retaining its iron grip on the sporting apparel sector and still undisputed leader in sports-oriented street wear. Advertising Age estimated global measured advertising expenditure of $308m in 2006, making Nike the world's #89 advertiser. Over the years, Nike has had its share of backlash with working conditions and certain ad campaigns. However, with the power of their slogan ‘Just Do It’ has come inspirational advertising as well, focusing on the strength of an athlete and the determination that gets them to their destinations.
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