Nike: is the Swoosh losing its foothold?

Rochelle R. Brunson

Chapter 1 in Cases on Corporate Entrepreneurship in North America, 2025, pp 2-11 from Edward Elgar Publishing

Abstract: This case is about the rise of Nike in the athletic footwear industry. The company began as Blue Ribbon Sports in 1964 by importing Onitsuka Tiger, a Japanese sneaker. By 1971 the company had dropped that collaboration and began designing its own shoes, which were manufactured by a company in Mexico endorsed by Adidas. In that year, the company changed its name to Nike and adopted the Swoosh as its logo. In 1987 Nike hired a creative agency to develop a television campaign, and that company suggested the tagline “Just Do It,” which became one of the world's most popular taglines. However, the Consolidated Income Statement for the year ending May 31, 2023, indicated that the company's profitability had fallen during that year. The case suggests that Nike needs to develop a new strategic plan to deal with this problem.

Keywords: Nike; Just Do It; Michael Jordan; Athletic footwear (search for similar items in EconPapers)
Date: 2025
ISBN: 9781803929224
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