nike 英文介绍ppt

PresentedBy刘NIKE2014.5.27A.HistoryB.ProductintroduceC.AdvertisementD.CreativeNIKECONTENTSPARTAHistoryAboutNIKE1970-19791980-1989ADECADEOFTRANSITIONANDREDEDICATION1990–1999NIKEEXTENDSITSREACHNIKE1960-1969FOUNDEDONAHANDSHAKE,$500ANDMUTUALTRUSTTHEBIRTHOFTHENIKEBRAND,ANDCOMPANYLEADINGANEWGENERATION2000-PRESENTPARTAHISTORY&HERITAGEAboutNIKEBeforetherewastheSwoosh,beforetherewasNike,thereweretwovisionarymenwhopioneeredarevolutioninathleticfootwearthatredefinedtheindustry.HISTORYBeforetherewastheSwoosh,beforetherewasNike,thereweretwovisionarymenwhopioneeredarevolutioninathleticfootwearthatredefinedtheindustry.•文字内容BeforetherewastheSwoosh,beforetherewasNike,thereweretwovisionarymenwhopioneeredarevolutioninathleticfootwearthatredefinedtheindustry.BeforetherewastheSwoosh,beforetherewasNike,thereweretwovisionarymenwhopioneeredarevolutioninathleticfootwearthatredefinedtheindustry.SPORTSFOUNDERBRIEFINTRODUCTIONBillBowermanwasanationallyrespectedtrackandfieldcoachattheUniversityofOregon,whowasconstantlyseekingwaystogivehisathletesacompetitiveadvantage.Heexperimentedwithdifferenttracksurfaces,re-hydrationdrinksand–mostimportantly–innovationsinrunningshoes.Buttheestablishedfootwearmanufacturersofthe1950signoredtheideashetriedtoofferthem,soBowermanbegancobblingshoesforhisrunners.CASE1CASE2PhilKnightwasatalentedmiddle-distancerunnerfromPortland,whoenrolledatOregoninthefallof1955andcompetedforBowerman’strackprogram.UpongraduatingfromOregon,KnightearnedhisMBAinfinancefromStanfordUniversity,wherehewroteapaperthatproposedqualityrunningshoescouldbemanufacturedinJapanthatwouldcompetewithmoreestablishedGermanbrands.ButhisletterstomanufacturersinJapanandAsiawentunanswered,soKnighttookachance.Hemadeacold-callontheOnitsukaCo.inKobe,Japan,andpersuadedthemanufacturerofTigershoestomakeKnightadistributorofTigerrunningshoesintheUnitedStates.Whenthefirstsetofsampleshoesarrived,KnightsentseveralpairstoBowerman,hopingtomakeasale.Instead,BowermanstunnedKnightbyofferingtobecomehispartner,andtoprovidehisfootweardesignideastoTiger.NIKECASE31960–1969FOUNDEDONAHANDSHAKE,$500ANDMUTUALTRUST[1]FIRSTPROCESSTheyshookhandstoformBlueRibbonSports,pledged$500eachandplacedtheirfirstorderof300pairsofshoesinJanuary1964.KnightsoldtheshoesoutofthetrunkofhisgreenPlymouthValiant,whileBowermanbeganrippingapartTigershoestoseehowhecouldmakethemlighterandbetter,andenlistedhisUniversityofOregonrunnerstowear-testhiscreations.Inessence,thefoundationforwhatwouldbecomeNikehadbeenestablished.1960----1969BEGINNINGNEXTButBowermanandKnighteachhadfull-timejobs-BowermanatOregonandKnightataPortlandaccountingfirm-sotheyneededsomeonetomanagethegrowingrequirementsofBlueRibbonSports.EnterJeffJohnson,whomKnighthadmetatStanford.Arunnerhimself,Johnsonbecamethefirstfull-timeemployeeofBlueRibbonSportsin1965,andquicklybecameaninvaluableutilitymanforthestart-upcompany.FOUNDEDONAHANDSHAKE,$500ANDMUTUALTRUST1970–1979THEBIRTHOFTHENIKEBRAND,ANDCOMPANY[2]THEBIRTHOFTHENIKEBRAND,ANDCOMPANYTHENNEXT12345IMCJohnsoncreatedthefirstproductbrochures,printadsandmarketingmaterials,andevenshotthephotographsforthecompany’scatalogues.Heestablishedamail-ordersystem,openedthefirstBRSretailstore(locatedinSantaMonica,Calif.)andmanagedshipping/receiving.HealsodesignedseveralearlyNikeshoes,andevenconjuredupthenameNikein1971.Aroundthissametime,therelationshipbetweenBRSandOnitsukawasfallingapart.KnightandBowermanwerereadytomakethejumpfrombeingafootweardistributortodesigningandmanufacturingtheirownbrandofathleticshoes.1980–1989[3]ADECADEOFTRANSITIONANDREDEDICATIONADECADEOFTRANSITIONANDREDEDICATIONNikeenteredthe1980sonaroll,thankstothesuccessfullaunchofNikeAirtechnologyintheTailwindrunningshoein1979.Bytheendof1980,NikecompleteditsIPOandbecameapubliclytradedcompany.Thisbeganaperiodoftransition,whereseveralofNike’searlypioneersdecidedtomoveontootherpursuits.EvenPhilKnightsteppeddownaspresidentformorethanayearin1983-1984,althoughheremainedthechairmanoftheboardandCEO.1980’SADECADEOFTRANSITIONANDREDEDICATION1234IMCPROMOTIONBythemid-1980s,Nikehadslippedfromitspositionastheindustryleader,inpartbecausethecompanyhadbadlymiscalculatedontheaerobicsboom,givingupstartcompetitorsanalmostcompletelyopenfieldtodevelopthebusiness.Fortunately,thedebutofanewsignatureshoeforanNBArookiebythenameofMichaelJordanin1985helpedbolsterNike’sbottomline.1990–1999[4]NIKEEXTENDSITSREACHNIKEEXTENDSITSREACHIMCEXTENISION[1][2]1990S’Buoyedbyaseriesofsuccessfulproductlaunchesandmarketingcampaigns,Nikeenteredthe1990sbychristeningitsbeautifulworldheadquartersinsuburbanPortland,Oregon.InNovemberof1990,Portlandbecamethefirsthometoanewretail-as-theatreexperiencecalledNiketown,whichwouldearnnumerousarchitecturaldesignandretailawardsandspawnmorethanadozenotherNiketownlocationsaroundtheUSAandinternationally.1990S’WhileNikehaddesignedfootwearandapparelforgolfandsoccerforanumberofyears,themid-1990ssignaledadeepeningcommitmenttotrulyexcelinthesesports.In1994,NikesignedseveralindividualplayersfromwhatwouldbetheWorldCup-winningBrazilianNationalTeam.In1995,Nikesignedthe