is for Adidas

Adidas is the main rival to Nike. From 2010 to 2017, Adidas made $10.1 B in revenue. They rival Nike's "Zoom" with their own "Boost." They also have a "Primeknit" to challenge Nike's "Flyknit."

is for Building relationships with customers

Nike builds relationships through social media and the internet. They don't try to build relationships as much as they did when they started because they have already asserted themselves as a dominant sportswear company. Now, they communicate and market towards customers through social media like Instagram.

is for Comfort

Nike takes pride in finding out what the consumer wants and how to deliver it to them, they are always trying to engineer fabrics to meet textural desires. An example of this is flyknit. People wanted a more comfortable shoe material as oppose to the thick mesh that shoes were being made out of mesh.

is for Domination of the sportswear market

Nike has a stake in every section of the sportswear market, they even have smart watches! From 2014 to

2015, they controlled

60% of the money

among other sports

brands.

is for Everyone

Nike caters to the needs of athletes. Bill Bowerman specifically stated that "If you have a body, you are an athlete." With this statement they are making it clear that you don't have to be in perfect shape to be an athlete. Everyone is an athlete whether you participate in sports or not.

is for Factory stores

Nike places it's products in various outlets, but their main one is their company-owned factory stores. These stores sell the products the day they release as oppose to non Nike affiliated stores that might get a shipment late. They also put their products in stores like FootLocker, EastBay, Champs Sports, and FinishLine. They also distribute to stores like Kohl's and Nordstrom.

is for Gump

Forrest Gump was one of the biggest movies of the 90s, if not the 20th century. In the movie, Tom Hank's character, "Forrest Gump," became obsessed with running for a scene. "Everywhere I went, I was running." He said after learning he could run after being crippled for so many years of his childhood. In fact, he ran so much that his girlfriend Jenny, got him a pair of Nike Cortez running shoes. This cameo was helpful in Nike's case, because they could show off their product without blatantly advertising it.

is for Helping kids stay active

Nike has countless programs to benefit the youth. Marathon Kids, Play International, and Kids Run Free. These programs help kids in the community get active and moving. They also have their professional athletes coach the kids in specific programs ( i.e. Galen Rupp coaching at "Marathon Kids").

is for Independent

Nike targets people who have the will and motivation to better themselves or get out there and be active. They are looking for people who break the societal norm and walk to the beat of their own drum. This can be shown through their advertising with phrases like "Find your greatness," and during their "women vs men" campaign you'd find, "Ladies first. Men second." These ads target potential customers that are independent from society and do their own thing

is for Joining the movement

In 2012, Nike released the FuelBand. They asked filmmaker Casey Neistat to shoot a video showcasing the new technology. In the movie, they were shown traveling the world and participating in a wide array of daring activities you can do around the world. The video was used to create buzz around the product, and the #makeitcount movement helped make that happen.

is for Kicks Lounge

Nike's "kicks lounges" make it possible for consumers to go to their stores and allow themselves to be treated to a unique experience. These stores showcase a uniquely curated selection of footwear and apparel from the various Nike branches. In-store services include garment tailoring and customization of t-shirts and sports bras.

is for Laureus Sport for Good

Laureus-supported projects help fight against the problems of gang violence, racial intolerance, and HIV/AIDS. Their vision is "using the power of sport to end violence, discrimination, and disadvantage."

Nike partnered with Laureus to create community and promote equality in more than thirty five countries.

is for Marathon

On May 6, 2017, three runners attempted to break two hours in the marathon. This has never been done. This event was called "Breaking2" and generated a lot of buzz for Nike. They were able to sell a large amount of shoes marketed around the event. Breaking2 was big for Nike in driving their running shoe sales up even though they didn't break two hours.

is for NikePlus

With a NikePlus membership, members are allowed to access various services and apps like Nike Run Club and Nike Training Club. NikePlus members can also sign in to SNKRS, an exclusive online shoe store for NikePlus members. NikePlus also grants rewards to members, like one month of Apple Music free, or an in-store coupon.

is for "One of the best places to work"

Nike offers great incentives for employees. They are able to access on-site fitness centers and receive personalized coaching. They are also given less summer hours, and Nike allows their employees to take time off if they need to spend time with their family. On top of that, they receive a generous employee discount and can give passes to the employee store.

is for Product testing

To ensure that they are producing their shoes to the quality and specifications of the general public, Nike makes samples for testing. Nike sends out these samples to product testers and they provide feedback on the product and how it could be improved if it needs improving. Product testing is a big part of customer feedback and how Nike improves their products.