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Nike is one of the world’s leading sportswear and equipment manufacturers based in the United States. It leads the world in sales of athletic shoes. The company was founded in 1964 by Bill Bowerman and Philip Knight. In 1973,the long distance record creator Steve. Prefontaine become the first one who wear Nike shoes.In 1978,Nike international company was set up,and advance into overseas market.Nike’s profit form $13 million in 1985 to rise to around $400 million, which growthed about 30 times.Its first name was Blue Ribbon Sports but tha t changed to Nike in 1978. Nike’s original meaning is the Greek goddess of victory. We translate it into Nike in Chinese.The name is very lucky in western eyes.It is easy to remember and read .The Nike logo,most people would call it hook,actually it’s real name is swoosh .It will lets a person think of the speed and power after using the sports products of Nike .The Nike logo symbolizes the wing feathers of Greek victory goddess,stands for the speed,also represents a dynamic and gentle. “Just Do It”,this is the advertising language of the famous sports brand Nike,which is also the connotation the brand.that is to say “do what you want to do ”,it stresses young people’s sense of themselves and emphasizes the movement itself.How it can be so successful?Firstly,the company spends an enormous amount of time and money in the technology and innovation,which make its products keep technologicl superiority. Secondly ,Nike learns to know the thoughts of consumers and resonates with them by advertisement.It use the sports start as the brand spokesman ,such as Jordan,KobeBryant,Liuxiang,Ronaldo and so on.Thirdly,Nike is also a lifestyle,for example ,the company design an app “Nike+”,the user can read his sports datas through ipod or iphone,these products can deeply attract young people.To sum up ,Nike is a great international brand,it continue to write a brilliant.Ok,that’s all ,thank you !。
