Initially, Nike founders Bill Bowerman and Phil Knight were focused on the development of an powerful promotion venue for imported athletic footwear. This changed as the company moved aggressively to the development of high-tech, low-priced athletic shoes to meet emerging industry needs (Nikebiz.com, 2, p. 1).
The firm's goal is to always surpass its personal sales and promoting achievements and to continue moving into new marketplace sectors even though constantly improving its items (Cassidy, 1, p. 26). Nike has doubled in size mainly because 1995, moving from its status being a $4.8 billion business to a company capable of producing almost $10 billion in sales. More than time, says Cassidy (1, p. 26), Nike has created a confident invincibility that has been as much a part of its brand identity as its ubiquitous Swoosh. Its brand equity is strong and consistently appealing to consumers. It uses innovative promotion and positioning techniques to achieve its industry of shoppers in numerous age groups. It employs slogans, sponsorships and endorsements, the famous "Swoosh" label, along with other issues including the "Just Do It" slogan to maintain its distinct brand image as the premier athletic shore brand.
The swoosh's closest rival, Reebok, shifted promotion gears yet again. Early last year, Reebok heralded a brand new "Defy convention" campaign with advertising and marketing touting antiestablishment rebelliousness?. Steady performer New Balance, that will introduce a line of basketball shoes this fall, jumped to third location in sales more than Adidas, despite spending a small more than one-third as significantly on its marketing in 2001."
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