NIKE is headquartered in Portland, Oregon, USA. The company's sporting goods include everything, such as clothing and footwear, and is a world-famous sports brand, which originally means Greek goddess of victory in English and is translated as Nike in Chinese.

Nike's logo is a small hook. Nike has always regarded it as an honorable mission to inspire every athlete around the world and deliver the best products to them. Nike's pioneering air cushion technology has revolutionized the world of sports. Athletic shoes made with this technology can protect athletes' knees well. Reduces the impact on the knee when it lands during strenuous exercise.

In 1908, a shoe factory was built in Lane, Massachusetts, which further developed local shoemaking technology. There the workers are no longer making Nike shoes independently, and every step of the shoe making is handled by a trained person. The production line began to take shape. At first, Nike sneakers were still made to order, but in order to keep the workers busy during the off-season, the shoe shop owner began to make shoes without reservations. These shoes are called for sale and are displayed in the windows of local stores.

In 1958, the then founder, Phil. Knight Oregon State University track and field team athlete returned home to teach in Portland after graduation.

In 1963, Phil Knight, a graduate of the University of Oregon, and his mentor, Bill Bowerman, co-founded a company called Blue Ribbon Sports, which focused on sporting goods. In 1964, Knight and his coach Bowerman each invested $500 to form a sneaker company called Le Cordon Bleu Sporting Goods.

In 1972, NIKE was founded. It was founded as Le Cordon Bleu Sports, which was invested by Coach Phil Knight, current president of NIKE, and Coach Bill Bowerman.

In 2001, Nike developed air cushion technology and introduced a new type of cushioning technology called Shox. Sneakers produced with this technology are also very popular, and sales are rising. In addition to sneakers, Nike's apparel is also full of innovations. For example, high-performance textiles made with FIT technology can effectively help athletes train and compete in any weather conditions. Other sporting goods manufactured by Nike, such as watches, glasses, etc., are the result of high technology.

In the '80s, Nike products began to make their way into the homes of ordinary people (especially teenagers) from athletic fields and gymnasiums. Nike must do its best to expand the appeal of Nike advertising without losing its formal sports tradition, and to do so, Nike must become an integral part of youth culture and a status symbol, just like Levi's brand (founded by Levi Strauss, the inventor of jeans, the leading brand of denim). Nike is battling two completely different markets, and the challenge is to strike a balance between pop awareness and sporting achievement, and Nike is starting to rethink its advertising strategy.

A 1986 ad for Nike inflatable insoles was a real breakthrough, in which Nike adopted a new idea, not the usual method of blindly promoting the technical performance and advantages of the product, but the famous song "Revolution" played by the famous Beatles, which represented and symbolized the hippies,...... This ad accurately caters to the revolutionary winds and new trends of the new era of fitness sports that have just emerged, and makes it feel refreshing. Nike has always used magazines as its primary advertising medium to convey product information to competitors, but since then, television advertising has become Nike's main "spokesperson", a move that has made Nike advertising more adaptable to new developments in its product market.

Nike's first breakthrough in expanding the market is the youth market, where consumers have some common characteristics: love sports, reverence for heroes, strong sense of star-chasing, desire to be valued, active thinking, rich imagination and full of dreams. In response to this characteristic of young consumers, Nike has successively signed contracts with some well-known and beloved sports stars, such as Ronaldo, Drogba, Ronaldo, Torres, Cesc Fabregas, Ibrahimovic, Robinho, Aguero, etc. Many imaginative commercials were filmed, such as the 2010 World Cup in South Africa, which premiered on May 22 during the Champions League final.

On May 21, 2016, Beijing time, La Liga giants Barcelona announced on the club's official website that it had officially reached an agreement with Nike that the two sides would extend the sponsorship contract, and the specific details would be announced at the next club meeting. According to Spanish media disclosures, Barcelona will renew the contract with Nike until 2026, with an annual sponsorship amount of 100 million euros.

In 1998, Barcelona signed the first sponsorship agreement with Nike, and now the two sides have been working together for nearly 20 years, during which Barcelona has achieved a brilliant record, winning 4 Champions League titles and 10 La Liga titles.

Previously, the sponsorship contract between Nike and Barcelona was signed until June 2018, although the official website did not disclose the details of the contract, but the "Daily Sport" pointed out that the new contract between the two sides will be signed until the summer of 2026, that is, Barcelona will renew the contract with Nike for 10 years, and they can get 100 million euros of sponsorship per year.

Suspicion of fraud

On October 24, 2011, the Beijing Municipal Administration for Industry and Commerce disclosed for the first time the case of Nike's infringement of consumer rights and interests. On suspicion of defrauding consumers, Nike was fined 4.87 million yuan.

Nike sold its brand Umbro, and the core value loss caused the loss of agents

After Nike sold its brand Umbro, the latter's agents became "outcasts". Now, a number of agents are about to expire their contracts with the Umbro brand, and they are preparing to rush to Shanghai to negotiate compensation with Nike.

A few days ago, a person familiar with the matter told the "Daily Economic News" reporter that in October 2012, when selling the Umbro brand, Nike did not communicate with the agent in a timely manner. Now, the agent's contract with Nike for the Umbro brand is about to expire, and the company that took over Umbro has not yet communicated with them. Due to the inability to get new products, agents can only rely on large discounts to clear inventory, which leads to continuous losses.

The agent said that if the negotiation fails, he may resort to law.

Nike Inc. Net income increased 40% in the fiscal second quarter. Revenue in Western Europe soared, as well as revenue growth in North America and Greater China, boosting the quarter. For the fiscal second quarter, Nike reported net income of $537 million, or 59 cents per share. Net income in the year-ago quarter was $384 million, or 57 cents per share. A loss on discontinued operations of $137 million was included in the year-ago quarter. Revenue increased 8% to $6.43 billion.