The lunch had turned into a party. Nike’s focus on innovation and ethics has resulted in stronger reputation and faster growth. 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. yes the newport logo looks like an inverted nike swoosh or may be the other way around. 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. Fluid. “I’ll pay you $2 an hour to make them. For years it’s helped sell sneakers and evoked a sense of athletic excellence, and now, it’s a … Strong brand image 2. Cost incurred: 35$(at the rate of 2$/hour). At its most fundamental level, the Nike Swoosh represents motion and speed. ( Log Out / 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 minimalistic sans-serif type looked straightforward and energetic, which went well with the company’s core values. The Nike logo has traditionally used the red and white color palette. 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. “That was part of my problem. And yet, this remarkable logo represents billions of dollars worth of accumulated branding and marketing associations. The Nike brand sells in a mature market that is not growing. But Nike inspite of being a late entrant,made the best out of their marketing options. 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. Davidson met Knight, then an assistant professor at PSU, in the late 1960s. Shortly after the game, he won Super Bowl MVP No. I’d lay it over. At the same time, Davidson said, it was clear that Knight was partial to the three stripes. A beaming Woodell, with other Nike employees nearby, greets her at the door. Well all the controversies aside NIKE logo is an amazingly simple piece of art which has got synonymous with brand unlike any other logo. Tensions with Onitsuka had developed, ultimately convincing him it was time to strike out on his own. 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). 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. An effective logo is more than the sum of its parts. A SWOT analysis is very useful to identify the external and internal factors that influence Nike. This document particularly confirms which logo was registered first. Twitter. Nike Case Study Analysis By Ahmed Samir Haitham Salah Magdy Essmat Magdy Mohamed Sherif 2. Nike PESTLE Analysis examines the various external factors like political, economic, social, technological (PEST) which impacts its business along with legal & environmental factors. This shoe had on it a prominent symbol appearing identical to the Nike swoosh.”. 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. 4.5 out of 5 stars (95) $ 1.80. The following is an excerpt from a rare interview of the Carolyn davidson By Allan Brettman, The Oregonian. The swoosh is also an onomatopoeic expression. This way, they could sell something much bigger than a pair of shoes: a lifestyle. On the other hand, Nike is showing some weaknesses since it is still mostly reliant on its fo… So we’ve established that the Goddess Nike was a winged figure – and guess who else had the power to fly? Some say Nike will appeal to millennials with this strategy? PESTLE analysis of Nike. This particular LeBron logo is one of the best. For more than 20 years since its creation, the Nike logo included the name of the company. Benchmarks . The Nike slogan is one of the most widely recognized brand slogans in America. “We needed it in a hurry,” Woodell said, “and Knight didn’t really want her to spend another week on cleaning it up.”. “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 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. “Oh, he loved Adidas,” Davidson said. Change ), You are commenting using your Google account. More fundamentally, Nike’s logo represents the speed at which Michael Jordan moves past you as he delivers that winning dunk. But what Nike fans might not realize is that the phrase is also quite morbid. ( Log Out / Well, when you really love something, try to get somebody to look over here” at something different. Rand once said, “Design is so simple, that’s why it is so complicated.” The Nike Swoosh derives its complexity from its simplicity. Nike signs many athletes, some end up… The PESTLE Analysis highlights the different extrinsic scenarios which impact the business of the brand. According to Nike founder Phil Knight, “There is no value in making things anymore. Info: 1668 words (7 pages) Essay Published: 28th Dec 2016 in Business. Reasons to Play Sports less likely to get breast cancer in 1971. Explore the latest styles and innovations from Nike Women, featuring the hottest shoes, clothing, gear and accessories for every level of activity. Its swoosh logo sets it apart from the crowd of businesses. It’s the most basic form you can imagine – only two lines. To say that the Nike Swoosh represents motion and speed is only to inspect the surface of the design. 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. Such as Nike… Create a free website or blog at WordPress.com. 31% of the global athletic footwear market. Reddit. ( Log Out / The company, chronically short of cash at the time, would not be dubbed “Nike” until weeks later. 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. 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. The Nike logo was inevitably present in the room on someone’s kicks. Sometimes a company or brand logo is more than it first appears. “Carolyn,” Woodell told her on the phone, “Phil and I haven’t seen you forever. Its swoosh symbol is easily recognized by everyone. 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. For example, Jordan’s signature shoes included the Jordan Flight and the Air Jordans. The Nike logo meaning is imbued with the results of long-term, multi-billion dollar branding efforts. Nike’s strengths are the primary drivers of the company’s growth and global leadership in the sports shoes, apparel and equipment market. Change ), http://tsdr.uspto.gov/documentviewer?caseId=sn72414177&docId=ORC20051118192546. Nike case study analysis 1. Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. The logo is a mark of motion and great speed. LinkedIn. 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. Not possible, Knight replied, citing production deadlines. The colors, shapes, fonts, and words chosen all need to work together to form a harmonious whole. It … Nike even gave him wings on his most famous poster (above). Fast.” 3. Nike have sponsored many renowned sports teams and athletes with its top trademark “Just Do it” and Swoosh logo. It reminds the consumer of what it represents each time it’s worn. Why don’t you come out and we’ll all go to lunch.”. Because it’s not a check mark. “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. Logo designers have to take all of the following things into consideration. Nike Over View •Nike is the Ancient Greek goddess of victory “It is one of the most recognized symbols in the world – The Swoosh. Pathos The advertisement is trying to make women feel good, knowing that it can reduce a lot of sicknesses. Simple. During a recent visit to Davidson’s eastside Portland home, a videotape recorded Sept. 15, 1983, is playing. Davidson recalls handing Knight her five or six finalists. It contains a gold ring shaped as her signature Swoosh, a small diamond near the curve. Davidson submitted her bill for $35 but doesn’t know how many hours she actually put into the project. He loved the Adidas stripes, he loved them. It carries with it decades worth of affiliated basketball heroism, urban hip-hop attitude, and more. Its ‘Swoosh’ logo and ‘Just Do It’ slogan keep it apart from the large crowd of brands. The sound of its utterance matches the sound of speed. Nike’s Jordan brand focuses exclusively on basketball and designs, distributes and licenses athletic and casual footwear, apparel and accessories. The shoe brand borrows the mythological attributes of flight, victory, and speed. 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). “Because it has to look good on a shoe.”. 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 Nike is expanding women's apparel, especially sports bras and tights. “He needed to get his own identity,” Davidson said. This component of the SWOT Analysis deals with the internal strategic factors that support business development and competitiveness. 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. Moreover, Nike is staying ahead of the technology curve, with an enormous capacity of innovation and a good R&D department. It would be up to Knight, Jeff Johnson and Bob Woodell to make the call. The Swoosh was designed by a college student (!) Extensive global production and … Whatever they gave her, I doubt it was enough given the immensity of her contribution. Nike has captured approx. In 1976, Gary Gilmore was the first person in America on Death Row in almost a decade, having murdered a … Knight jokes at one point that Davidson is fortunate her $35 check did not bounce. 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. He had a product — cleated shoes for football or soccer — and a factory in Guadalajara, Mexico, ready to make them. This logo appears on products themselves, as well as the advertisements for those products. NSE Gainer-Large Cap . The red color exemplifies passion, energy and joy, whereas the white color stands for the nobility, charm and purity of the Nike brand. So we’ve established that the Goddess Nike was a winged figure – and guess who else had the power to fly? Change ), You are commenting using your Twitter account. 2. The Swoosh is curved. Nike Case Analysis The Positioning statement of Nike is “For serious athletes, Nike gives confidence that provides the perfect shoe for every sport”. Tata Comm 1,333.15 82.15. It was only in 1995 that the wordmark was removed. In Greek mythology, Nike is the Winged Goddess of Victory. Then Woodell hands her an envelope containing a Nike stock certificate. PESTLE Analysis of Nike analyses the brand on its business tactics. The value is added by careful research, by innovation and by marketing.”. 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. 5. For example, take a look at the hidden meanings or messages embedded in … named Carolyn Davidson for a mere $35 (!!!) Logos The advertisement is trying to persuade women because it is giving reasons to why women should play sports. 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. After Knight made his choice, Davidson asked for time to refine her work. 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. NIKE, Inc. today announced it has acquired Zodiac Inc., a leading consumer data analytics firm based in New York City and Philadelphia. A short time later, Knight called Davidson’s husband. One of Nike´s strength is its logo, the so called “woosh”. And then I’d –” Davidson the makes a motion as if she were crumpling paper. (adsbygoogle = window.adsbygoogle || []).push({}); Naomi Klein’s book No Logo is essential reading for anyone interested in branding. Nifty 14,956.20 18.1. Change ), You are commenting using your Facebook account. It is an innovative brand that is also known for its excellent marketing and for good quality products. 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 Inc. enjoys a top position in the global athletic shoes, equipment and apparel market. 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. “But then he introduced himself and said he was Phil Knight, and he was teaching accounting.”. Below, see the 2nd Century Hellinistic sculpture of Nike, which resides in the Louvre. In the video, Davidson starts crying. But what does it mean? Nike. 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. Nike hooked up the man known as King James with a few logos. The Nike SWOT analysis, highlights the biggest positive point of the company’s strength, i.e., its constant ability to innovate something new. She’s certain it was more than 17.5, a number that’s often referenced. This brand represents transcendence through sports. Let’s take a look at the Nike logo meaning and history. 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. For her. The shape depicts an arc of movement. 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. And suprisingly its the newport cigarettes who released the logo which looks like an inverted swoosh or more appropriately said a “spinnaker”. Rapid innovation processes 3. Being present in footwear, sports equipment, clothing and many others Nike uses differentiated targeting strategy.Produc… ( Log Out / The logo is derived from goddess' wing,‘swoosh’, which symbolises the sound of speed, movement, power and motivation. 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. Then Woodell hands her a small box. Even though this is a huge risk to Nike’s reputation, the shareholders only care about one thing, returns. Most of Nike’s fame depends on its stylish products and a well crafted marketing strategy. The lion wearing the crown is a perfect representation of the king himself. It opens with a clearly surprised Davidson walking into Nike’s Washington County offices. 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. 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 made direct efforts to connect Jordan to the concept of flight and superhuman skills. 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. And during the trophy presentation, he … Basketball superstar and Nike spokesman Michael Jordan. Every decision you make when you pick a logo can have an impact on the way your brand is perceived. 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. Reference this Share this: Facebook. 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. The only way to grow the Nike brand is to take share from competitors. 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. 7 on Sunday. Are you interested?”. Keenly aware of the difficulty of making something static appear fluid, she went to work. Nike Marketing Strategy Analysis. “I drew a picture of a shoe and then I drew (logos) on tissue. For much of the time, it was written in Futura Bold, all-cap typeface. The Nike logo – known as the ‘Swoosh’ – is the simplest logo imaginable, consisting of only two lines. What does the mythological figure Nike have to do with the Nike logo meaning? The swoosh can be used just like a signature. The Nike logo is a perfect example of the importance of visuals that builds brands that are recognized and trustworthy. 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.