Interactive session (31st March 2021)

Named for the Greek goddess of victory, Nike is the biggest sports footwear and apparel company in the world. Nike designs develop and sell a variety of products and services to help in playing basketball and soccer, as well as in running, men’s and women’s training, and other action sports. Nike also markets sports-inspired products for children and various competitive and recreational activities, such as baseball, golf, tennis, volleyball, and walking. Nike is known for its leading-edge technologies to make its products more appealing and enhance user performance, including the advanced technology used to support the sports superstars associated with Nike as well as the technology used in the running shoes you can buy online. For example, Nike Air technology uses “super gases” encased in urethane plastic to provide superior cushioning for running shoes that minimize stress on runners’ joints each time their feet hit the ground. The make-up of the gas, the strength of the plastic, and their placement within the shoe give great cushioning without losing performance. Nike Air was the first major piece of shoe technology to come out of Nike and it has influenced every other running shoe
since. Of course, Nike has been using information technology in the design and manufacture of these leading-edge products, and now it is embracing information technology in new, more far-reaching ways. Some of Nike’s most recent offerings are actually information technology products. Take the Nike+ Fuel Band, for example. The Fuel Band is an activity tracker that is worn on the wrist and is used with an Apple iPhone or iPad device. The Fuel Band enables its wearers to track their physical activity, steps are taken daily, and the amount of calories burned. The information from the wristband is integrated into the Nike+ online community and phone application, allowing wearers to set their own fitness goals, monitor their progress on the LED display, and compare themselves to others part of the community. And with Bluetooth4.0 wireless technology, the Fuel Band stays constantly connected.


  1. Apart from its own brand, Nike market its products under Nike Pro, Nike+, Nike Golf, Nike Blazers, Air Jordan, Air Max and other as well as subsidiaries including brands Jordan, Hurley Int. and Converse.

  2. The company owns trademarks, develops product design and owns a chain of stores and shopping centers NikeTown. Nike was also owned by Bauer Hockey (later renamed Nike Bauer). Nike sponsors many athletes and sports teams around the world Nike is the most valuable sports brand in the world (according to Forbes).

  3. Looks like Nike had gained a very high competitive advantage compared to other shoe companies. The company is always thinking of new ways to improve their products,to keep existing customers and create a variety to attract newer clients such as the Apple watch.

  4. Nike has over the years maintained a very high competitor against every other competitor in it’s market not only because of their technology but because of the quality they provide. So many celebrities like Micheal Jordan partners with them to even expand their customer base while maintaining quality production.

  5. Nike’s success can be attributed to their iconic catchphrase and celebrity endorsements. This power has the ability to capture people’s attention, make the product stand out, and help it to rise above the competition. Th brand gained this power through their unique design, such as Air Jordan 1, Nike Air Force, Nike Tanjun. But we shouldn’t forget that Nike success also comes from the company’s core values such as innovation, technology, high quality/stylish products, joy and celebration of sports, maximum performance, self-empowerment and inspiration.

  6. Nike’s success can be attributed to their iconic catchphrase and celebrity endorsements. This power has the ability to capture people’s attention, make the product stand out, and help it to rise above the competition. Th brand gained this power through their unique design such as Air Max 1, Air Jordan 1, Air Force 1. We should not forget also that the company’s core values innovation technology, high quality/stylish products, joy and celebration of sports, maximum performance, self-empowerment and inspiration.

  7. It’s quite interesting to realise the extent to which NIKE ✔️ has been able to position itself (lead) in the subconscious of so many people ,especially sports persons and lately streetwear /casual wear enthusiasts. It’s reached a point where in some parts of the world the vocabulary has been molded in a way that when you talk about NIKE, you’re talking about sneakers. (This is brand loyalty at it’s finest and for sure, all companies are working towards creating this since it leads to repeat purchase).

    At the time of it’s creation which was in 1964, Nike was only engaged in the creation and marketing of light and comfortable shoes designed by Bowerman.

    Nike facilitates customer experience by using the DART language/system. (Dart is a programming language designed for client development, such as web and mobile apps). Building dialogue for customers to communicate with one another within the community as well as with the company allows realtime conversation and helps to build the brand.

    It’ll be very important to not that NIKE owns NO factories for manufacturing it’s footwear and apparel, which make up 88% of it’s revenues.Instead, manufacturing is outsourced to third parties because of the cost advantages of doing so. Most raw materials in NIKE’s supply chain are sourced in the manufacturing host country by independent contractors.

    NIKE has gives the possibility for it’s customers to customise his or her shoe online and then NIKE is in charge of conveying the end product to it’s customers and thus the “JUST DO IT ” in practice.

  8. Nike has gained a high competitive advantage over other shoe companies. The company is always finding new ways to improve their products, retain existing customers and create diversity to attract new customers. It combines its new products with technology. For example, Nike Air in shoes is a system that consists of compressed air in a durable and flexible coating. Also, Nike’s success can be attributed to its catchy slogans (just do it, move to zero) and the quality of celebrities. This will attract people’s attention, highlight the product and lead to more sales. The brand has gained this success with its unique designs. For example, Air Max , Air Jordan, Air Force. The company customizes its products using information systems and provides personalized designs.

  9. Nike is not only the producer of clothing and shoe manufacture, but it keeps on thriving in the market and so has still held its reputation high. One of the significant reasons that keep it at the top of its ability to continuously come up with an array of innovative products and services, sets in a huge gap between its fellow competitors. Additionally, it not only deals with one type of product design, but also practices product differentiation, which makes it easier to win customer confidence in purchasing various products. Nike FuelBand has new competitors for the activity tracker, such as Fitbit and Jawbone, which sets out it in the competition. However, it retains its competitive advantage over the rest as it is has a point system mechanism generated to function in consolidation with the Nike Fuel gadget.

    Nike utilizes a variety of competitive strategies to maintain its reputation and marketability. One of the strategies applied by Nike is product differentiation. Similarly, it is also focusing on its position within the market while still also creating more customer relations to maintain its marketability. Information technology, in this case, is highly intertwined between the products making them be interconnected to another, an aspect that has seen prices also fluctuates over time. This arises from the fact that since all the products are connected, focusing on one line of a product would be of no value as the products will not be combined, and information transfer and data would not be allowed. Thus, the integration of technology with its products wins more customers.

    In a way, Nike can be perceived as a technology company in that it mainly uses its edge technologies in making the products more appealing as a way of enhancing their user performance. The use of advanced technology in the modern world in supporting sports superstars through their products also qualifies it as a technology company. On the same note, it has a well-developed technology applied in operating shoes that utilize “super gases” engulfed in urethane plastic to afford comfortability for the running shoes. Again, other technological advancements integrated within the products entail the use various applications and gadgets linked to the internet to enhance, monitor, and evaluate their performance.

    Nike has a substantial advantage over its opponents as it has a wide range of valuable and standard applications related with its products. For instance, sportspeople more so athletes would very much likely want to time their activity and measure their progress over time. The Nike+sportwatch GPS records data such as localities, speed, distance and pulse rate. In keeping track and revising on individual goals and targets. This aids Nike apps and gadgets to have the capability of being intertwined with products. Similarly, there exists a wide range of platforms whereby users can be able to control their fitness activities through Facebook, online programs, coaching tips, and daily workouts. For instance, users can access the Nike+website to view all their data, as it is typically stored in one place. Services such as Nike Fuel points are as well accrued as collected from all other devices.

  10. Nike produces more and more high-quality and comfortable shoes every day.Nike, which takes part in our lives every season with its models specially designed for daily use as well as sports activities, is establishing a throne in the hearts of its users with the quality of its products, the aesthetic properties that support foot health, and the importance it attaches to comfort. Nike, which manifests itself not only in running and daily use, but also in sports such as football and basketball, is consolidating its place every day by sponsoring professional athletes such as Alex Morgan, Lebron James, Kobe Bryant, Carli Lloyd.

  11. Nike has a competitive advantages because they use Technology to improve their products to retain loyal customers and create unique products to attract new customers.
    Nike is a technology company because they use technology to come up with new and inspiring ideas and products like the fuel band which is worn on the wrist and its used with an Apple iphone or ipad device.
    Nike is a technology company because the use of advanced technology in today’s world in supporting sports superstars through their products.

  12. If Knowledge is powerful, data is supreme.
    Nike has dominated the sports world by aiming to connect with every athlete through innovation in product and marketing. But to get to Nike’s $50bn sales goal by 2021, it’s using digitization to enhance value by changing how they deliver customized experiences and products to customers.

    From Shoeware to Software

    All this while, Nike gathers data for insights into user behavior and interests. What sets Nike+ apart from competition is their network of in-house pro-athletes, long fitness background and increased strength in software development to design a seamless user interface. This harmonious integration into the lives of the customers makes users forget that what they are logging into is a personalized virtual store.

    By using digitization to focus on customized experiences and products through retail and supply chain innovation, Nike can better personalize their relationship with their customers. With its brand strength, and increase in digital investment, it can also move forward to be a leader and pioneer in not only fitness but also next-generation health-care

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