'Nike Background\r'

' ground information: Iconography Explanation Nike Heritage NIKE, pronounced NI-KEY, is the winged goddess of victory according to Grecian mythology. He sat next to Zeus, major power of the Olympian pantheon, in Olympus. A unknown presence, symbolizing victorious encounters, NIKE presided inaugural dispute in write up. A Greek reflexion: â€Å"When we go to battle and win, we say it is NIKE. ” correspondent with honored conquest, NIKE is the twentieth century footwear that lifts the worlds greatest athletes to new levels of mastery and success. Swoosh The NIKE embodies the olfactory property of the winged goddess who inspired the most gay and chivalrous warriors at the dawn of civilization. (From Nike Consumer personal matters packet, 1996) The Swoosh The Swoosh logo is a graphic approach pattern created by Carolean Davidson in 1971. Represents the wing of the Greek goddess Nike. Caroline Davidson was a student at Portland press out University in advertisement. She met Phil buck while he was teaching accounting classes and she bringed doing some mugwump work for his party.Phil horse Caroline asked to design a logo which could be set on the side of a shoe. He handed the swoosh, gave $ 35. 00. In the spring of 1972, the original shoe with the Nike logo was introduced ….. the rest is history! (De Nike Consumer Affairs packet, 1996) A Brief chronicle of Nike The Nike athletic machine began as a clear set of distribution turn up in the trunk of Phil entitles car. From these principles and not unfavorable, the breathing in of buck became the athletic shoe company that would come to define many aspects of general culture and myriad varieties of cool.Nike emanated from two sources: consign Bowermans struggle lighter, more durable pelt along dress for his Oregon runners, and gymnastic horses search for a way to earn a life without having to give up his love of athletics. Bowerman leading coach at the University of Oregon wh ere Phil Knight ran in 1959. Bowerman desire for better role shoes clearly influenced Knight operational in their search for a marketing strategy. Between them, the seed of the most influential sporting company grew.The story is this: to bilk his MBA at Stanford in the 60s, Knight took classes with plain-spoken Shallenberger. The semester-long project was to create a small business, including a marketing plan. Synthesis of aid to quality shoes Bowerman and growing realise that cost high-quality/low products could be produced in lacquer and shipped to the U. S. for distribution, Knight found his niche. Shallenberger persuasion the musical theme interesting but sure no business jackpot. Nothing became Knight project. Cut to 1963.Phil Knight traveled to Japan on a world tour, alter with the wanderlust of young people facial expression for a way to delay the necessary call of professional life. Apparently, on a whim, Knight scheduled an interview with a Japanese running shoe manufacturer, tiger †a subsidiary of the Onitsuka Company. Presenting himself as the vocalism of an Ameri notify distributor interested in selling Tiger shoes American runners, Knight told the businessmen of his interest in your product. Blue palm Sports †the name Knight thought the moments when asked he represented †was born.Tiger executives desire what they heard and Knight placed his first smart set for Tigers soon after. In 1964, Knight had sold $ 8,000 worth of Tigers and placed an order for more. Coach Bowerman and Knight worked together, but stop up hiring a full-time salesman, Jeff Johnson. subsequently reaching $ 1 one thousand million in sales and riding the wave of success, Knight et. al. devised the Nike name and trademark Swoosh in 1971. By the late 70s, Blue Ribbon Sports officially became Nike and went from $ 10 million to $ 270 million in sales.Katz (1994) describes the success through Nike system within the matrix of the fitness revolution, à ¢â‚¬Å"the idea of exercise and game-playing ceased to be something that the average American did for fun” instead Americans returned to work as a pagan signifier of status. Clearly, the sight surrounding the change are not that dim-witted, is one of the objectives of this project to discover other(a) generators of popular attention to health. If Nike did not start the fitness revolution, Knight says, â€Å"at least(prenominal) there. And we are confident that ran for a fossa of a ride” (Katz, 66).The 80 and 90 produce increased profits as Nike began to assume the appearance of athletic giant, rather than the underdog of old. â€Å"Advertising Age” named Nike the 1996 Marketer of the Year, citing the â€Å" present swoosh … was more recognized and begrudge by consumers than any other sports imperfection †certainly brand” (Jensen, 12/96). That akin year, Nikes revenues were a staggering $ 6. 74 cardinal. forestall sales of $ 8 billion in fiscal 1997, Nike has targeted 12 billion in sales by 2000. And all from the fundament of a car. Few can headland Nikes financial hegemony.But nearly $ 7 billion in revenues clearly begs the question, what sells these shoes? It is my logical argument that the power of Nike to sell comes from deep longings of cultural integration and sport unmarried achievement. These seemingly paradoxical desires collide in the police van and minds of consumers and produce the unyielding zeal for Nike shoes and clothing. Unfortunate effects of this heat can be found in the killings of Nike decorate in 1991, and the profusion of Nike collectors and websites designed rough the companys products. See list of web pages in the Works Cited page) Nike appeals to these disparate elements of Americans personalities through an advertising philosophy that is at once simple and sublime. Furthermore, the practice of Nike high-level athletes promoting their products appeal to eternal ages and creeds a s a way to account and emulate their sports heroes. These forces act powerfully upon the individual consumer, but we must not lapse sight of the cultural context in which the person moves.\r\n'