University of Rhode Island
Textiles, Fashion Merchandising and Design
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University of Rhode Island Textiles, Fashion Merchandising and Design |
TMD 402H - Globalization in the Textile and Apparel Complex
Nike
Donna Deschene
Summary by Christina Vincent
In almost every sporting goods store, Nike merchandise can be found. Nike promotions are everywhere: billboards, television and magazines. The company's vision statement is to develop state-of-the-art merchandise for athletes. This presentation covered the creation and development of the Nike Company, while also taking a closer look at the positive and negative aspects surrounding the Nike name.
Nike's forerunner, Blue Ribbon Sports, was created in 1962 by Bill Bowerman and Phil Knight. Each of the two founders contributed $500 for a grand total of $1,000. This sum started it all. In 1971, Carolyn Davidson designed the company's logo, the swoosh, for $35. The name Nike made its debut in 1979. Throughout the 1980s and 1990s, Nike's revenues increased. Today, with revenues exceeding $4.8 billion, Nike has companies and employees manufacturing and selling products worldwide. The most prominent athletes in the world—Michael Jordan, Tiger Woods, and Olympic competitors—endorse these products. If these athletes are endorsing Nike products, why not "just do it" and buy Nike?
With a company as successful as Nike, corners must have been cut somewhere along the line. Life magazine published an article in 1996 on unjust labor practices occurring in third world countries. Other news reports have compared factories to military boot camps. A Nike worker in Thailand would have to work for 72,000 years in order to equal the amount Tiger Woods is making from his five-year contract with Nike. Anti-Nike groups use slogans such as "they will be yours to use, abuse, and of course make shoes" to underscore unfair labor practices.
On the positive side, Nike has worked to improve relations within its companies and with the public. It has contributed to multiple charities such as the Tiger Woods Foundation, Kids Livin' Large, and the Lance Armstrong Foundation. A new logo is being developed which could stand for Nike's commitment to sustainable business practices. Hopefully Nike will continue to clean up its act and become a team player.