The company was founded on a principle of finding cheaper labor to produce same-quality goods and followed this unfailingly, till it finally came back to bite them. Nike unveils ad campaign featuring athlete and political activist Colin Kaepernick, garnering a mix of public approval and backlash. Phil Knight steps down as CEO and president of Nike, but retains chairman role as William D. Perez becomes the company’s new CEO.

how much is the company nike worth

They’ve relied on manipulation and cunning, which were effective in the 1980s when greed and self-interest prevailed, and they haven’t moved beyond that. I don’t mean to suggest that this is a noncontroversial agency. I don’t feel it’s our job to produce stuff that doesn’t upset people. Being provocative is ultimately more important than being pleasant. But you have to know what you’re doing when you walk into the room with broad swords.

Nike Net Worth 2010

In 2021, Nike was also among the most popular brands on TikTok, with close to one and a half million followers. Outside of the political sphere, Nike has also unveiled plans for a subscription service for kids. This comes at a time when apparel companies are increasingly looking toward subscription-based models to attract customers. It’ll be Nike’s first test of this and opens the door for kids 2 through 10 to have varying access across a selection of roughly 100 shoes for a monthly fee. By far the most lucrative endorsement Nike has ever had, both for the company and its sponsor, has been with Michael Jordan.

I remember sitting here one night with campaigns spread out all over the place getting ready to present to Nike the next morning. I felt we needed to tie things together, so I said, “Ok, I’ll just do it.” That became “Just Do It,” a slogan that spread all over https://xcritical.com/ the world. I realized then what a big, big stage this is and how important it is to be responsible for what goes on here. We’ve created lots of new categories under the Nike brand, everything from cross-training and water sports to outdoors and walking.

Most notably, Nike did an ad campaign featuring ex-49ers quarterback Colin Kaepernick that netted the company a 6.25% stock value increase, according to an ESPN report from September 2018. This, along with Nike’s longstanding popularity, has won it attention as an investment worth considering. Below, we outline a few ways you can purchase Nike shares.

What Is Michael Jordan’s Deal With Nike?

And he wanted his Nike image to reflect his new attitude. This coincided perfectly with the emergence of Andre Agassi. When I first saw Andre he was a 15-year-old junior tennis star at Nick Bollettieri’s Tennis Academy in Bradenton, Florida. He had long hair on one side of his head and no hair on the other.

We wanted to communicate not just a radical departure in shoes but a revolution in the way Americans felt about fitness, exercise, and wellness. The ads were a tremendous hit, and Nike Air became the standard for the industry immediately thereafter. I admit that Nike’s product category has made it easier for us to be honest and open. Although at one level, all we’re really doing is selling sneakers, there’s something about athletic shoes and clothes that can inspire enthusiasm or even altruism. There’s an honest-to-goodness belief that we’re sellng something that will help people.

how much is the company nike worth

This controversy only intensified with Donald Trump making criticism of the protest Kaepernick started a central talking point in his campaign and, later, presidency. 49ers management consequently did not renew Kaepernick’s contract and no other NFL team signed him. The 49ers quarterback had become a lightning rod for controversy after being the first football player to take a knee during the national anthem in protest of police brutality toward black Americans. He received a mix of support and backlash from the public, with some calling him a hero and others criticizing his actions as “un-American.”

Metals & Metal Products

Nike’s roots go back to a company called Blue Ribbon Sports, which Knight, a former runner at the University of Oregon, and Bill Bowerman, Knight’s former track coach, created in 1962. Blue Ribbon Sports started out distributing running shoes for a Japanese company, then shifted to designing its own shoes and outsourcing them from Asia. Blue Ribbon Sports’s performance-oriented product innovations and mastery of low-cost production translated into shoes athletes wanted to wear and could afford. Knight and Bowerman’s track connections got the shoes onto the feet of real runners. And from the beginning, we’ve tried to create an emotional tie with the consumer. That’s what builds long-term relationships with the consumer, and that’s what our campaigns are about.

We’ve always believed that to succeed with the consumer, you have to wake him up. He’s not going to walk in and buy the same stuff he always has or listen to the same thing he’s always heard. There are 50 different competitors in the athletic shoe business. If you do the same thing you’ve done before or that somebody else is doing, you won’t last more than one or two seasons. Actually, we’re now pushing the limits of the Nike brand by going into fitness. The core consumer in fitness is a little different from the core consumer in sports.

Open wearing Nike shoes, Henry Rono had set four track and field records in Nikes, and members of the Boston Celtics and Los Angeles Lakers basketball teams were wearing them. Its advertising slogans—“Bo Knows,” “Just Do It,” “There Is No Finish Line”—have moved beyond advertising into popular expression. Its athletic footwear and clothing have become a piece of Americana. Its brand name is as well-known around the world as IBM and Coke. The primary environmental criticism following Nike has been its refusal to eliminate hazardous materials from its supply chain. As pointed out by Greenpeace, this affects everything from factory workers to waterways to consumers.

The big, established players like Puma and Adidas were still manufacturing in high-wage European countries. But we knew that wages were lower in Asia, and we knew how to get around in that environment, so we funneled all our most promising managers there to supervise production. Nike has claimed to be working toward elimination of these toxic chemicals. While these claims have been met with dubiousness over the past couple years, in 2018, Nike showed some serious signs of growth, expanding its PFC-free portfolio to 93% of products.

Did Magic Johnson Really Turn Down A Deal With Nike? How Much Was The Deal Worth?

Aside from an intensely competitive ethos, Bowerman displayed a fascination with optimizing his runners’ shoes, constantly tinkering with different models after learning from a local cobbler. Nike has also been under fire recently for financially penalizing female athletes who become pregnant while under contract. To address the controversy, Nike has since amended its policy, stated that it will no longer pause or stop payment to pregnant athletes. Despite these efforts, the company continues to be criticized for not acknowledging its past treatment of female athletes. Through the Supplier Climate Action Program, Nike ensures their suppliers and manufacturers are committed to their goal of carbon neutrality by 2025. Under this new program, there was also a 30% reduction of fresh water used in manufacturing textiles and materials in 2020.

We got to know the players at the top of the game and did everything we could to understand what they needed, both from a technological and a design perspective. Our engineers and designers spent a lot of time talking to the athletes about what they needed both functionally and aesthetically. After more than a decade of meteoric growth, Nike misjudged the aerobics market, outgrew its own capacity to manage, and made a disastrous move into casual shoes. All of those problems forced the company into a period of intense self-examination. To create a lasting emotional tie with consumers, we use the athletes repeatedly throughout their careers and present them as whole people. It’s not just Charles Barkley saying buy Nike shoes, it’s seeing who Charles Barkley is—and knowing that he’s going to punch you in the nose.

  • He epitomized the type of player Nike wanted in its shoes—talented, dedicated, and loud.
  • Brokerages rarely institute minimum investment requirements, but trading commissions typically sit around $6.95, depending on how you complete your order.
  • Characterizing them accurately and tying them to products the athletes really use can be very powerful.
  • Chris Thompson, CEPF®Chris Thompson is a retirement, savings, mortgage and credit card expert at SmartAsset.
  • We wanted to communicate not just a radical departure in shoes but a revolution in the way Americans felt about fitness, exercise, and wellness.
  • This coincided perfectly with the emergence of Andre Agassi.

That approach distinguishes us from a lot of other companies, including Reebok. Their campaigns aren’t always bad—their Air-Out Jordan campaign last year worked well—but it’s very transaction oriented. Our advertising tries to link consumers to the Nike brand through the emotions of sports and fitness. We show competition, determination, achievement, fun, and even the spiritual rewards of participating in those activities. When we started making shoes for basketball, tennis, and football, we did essentially the same thing we had done in running.

Our industry, and Nike in particular, gets a lot more press than many others because it’s more fun to talk about us than about a company that makes widgets. On the one hand, we don’t mind the attention; we like getting our name in the press. But on the other hand, the company usually gets treated in a superficial, lighthearted way, which is not what we’re all about. People don’t always realize that we take things seriously. I’ve always believed that businesses should be good citizens, which has nothing to do with marketing. But the thing I was missing until recently is the issue of visibility—and that is tied to marketing.

John Warrillow, Author Of Built To Sell, Answers Questions From Readers About Building A Sellable Business

Tiger claims to have discovered Blue Ribbon Sports selling their own version of the Tiger Cortez under a new line of shoes they called “Nike.” To further reduce waste, Nike is introducing more sustainable materials into their product lines and taking advantage of reusable and recyclable products. In 2020, sustainable material integration increased from 41% to 59% in their clothing lines. So far, over 4 billion plastic bottles have been reprocessed into polyester and other textiles that are used in their products. Nike is also piloting alternative packaging solutions that replace corrugated cardboard with reusable shipping totes. Nike, or NKE as it is known on the New York Stock Exchange, was founded in 1964 under the name Blue Ribbon Sports.

This came at the same time the company sought to expand its Niketown retail stores, resulting in mass protests around the planned expansions. Knight got the chance to put this theory to the test with a trip to Japan shortly after his 1962 graduation. He struck a deal with a group of Japanese businessmen to export the country’s popular Tiger shoes into the U.S. According to Nike, Knight was the first student to try one of Bowerman’s shoes. Seeing him as a safely-unimportant runner to test his shoes on, Bowerman offered to take one of his shoes and fix them up with his custom design.

Romanian tennis player Ilie Nastase becomes the first athlete to sign an endorsement with Nike. The company’s other greatest asset has been its celebrity endorsements. They struck big signing athletes like Tiger Woods, Kobe Bryant, and Lebron James in the early stages of their career. Following the split with Tiger, Blue Ribbon Sports fully adobe photo shop reviews rebranded itself as Nike. Phil Knight initially wanted to call the company “Dimension 6,” but Jeff Johnson, thankfully, got the inspiration for Nike after seeing the Greek goddess of victory’s name in a dream. At University of Oregon, he ran for the school’s track and field team, putting him into contact with their coach, Bill Bowerman.

Nikes Corporate Social Responsibility Issues

Naturally, we thought the world stopped and started in the lab and everything revolved around the product. Not only is it one of the most popular sportswear brands in the United States, especially among teenagers, it was also one of America’s favorite clothing and footwear brands in general in 2022. Moreover, Nike’s popularity has expanded substantially beyond the United States in recent years, with non-U.S. Markets bringing in an increasing share of the company’s revenue. The deal proved a smash hit for Nike, with Jordan quickly rising to super stardom and his shoe line, Air Jordans, hitting the market to make over $100 million in revenue by the end of 1985. Despite some recent declines in sales, the brand still nets the company a staggering $2.8 billion in sales for 2018.

His approach to the game was as it is now—“hit the ball as loud as you can.” And he was the best player around. From a marketing standpoint, Andre was the perfect vehicle for Nike. Like us, he was anti-tennis establishment and he was different.

Basketball, unlike casual shoes, was all about performance, so it fit under the Nike umbrella. It was so colorful that the NBA banned it—which was great! We actually welcome the kind of publicity that pits us against the establishment, as long as we know we’re on the right side of the issue. Michael Jordan wore the shoes despite being threatened with fines, and, of course, he played like no one has ever played before.

In 1983 Phil Knight, apparently having come around to the logo, held a party for Davidson and awarded her 500 shares of stock, speculated to be worth roughly $1 million today. Nike stock represents a tiny portion of ownership in Nike — one of the most prominent sportswear companies in the world. This means that when you purchase Nike stock, you own a part of the company that makes your sneakers. So when estimating the value of your brand, focus less on what your logo might be worth and more on quantifying your customers’ repeat purchase rate. If you can demonstrate that your brand drives your customers’ loyalty, then your logo, brand, and customer list may indeed be the most valuable part of your business.

Chris Thompson, CEPF®Chris Thompson is a retirement, savings, mortgage and credit card expert at SmartAsset. He has reviewed hundreds of credit cards and loves helping people find the one that best matches their financial needs. Chris is a Certified Educator in Personal Finance® (CEPF®) and a member of the Society for Advancing Business Editing and Writing. He graduated from Montclair State University where he received the Journalism Achievement Award.

A market order is a normal purchase that you complete at the current stock price. Inversely, a limit order allows clients to set a benchmark price a stock has to reach before the funds are disbursed for investment. His on-court success in the NBA as well as his his money-spinning deal with Nike have seen him establish himself as the richest former professional athlete in the world. Magic Johnson’s agreement did build some solid brand presence for Converse. However, in the years since Nike went public, the company’s valuation has skyrocketed. The company is known for revolutionizing the sneakers business and is currently valued at upwards of $200 billion.