Brand Portfolio Project (advertising)

Brand Portfolio Project (advertising) Case Study example
Case Study
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Nike Brief Brand History and Mission Nike, originally known as Blue Ribbon Sports (BRS), an American corporation majoring in sports and athletics gear started its operations in 1964. The University of Oregon track athlete Phil Knight and his coach Bill Bowerman founded the company, which currently involves in design, development, and marketing of athletics footwear, apparel, equipment, and accessories.


In 1964, the first year of its operation, the company sold about1300 pairs of shoes generating revenues of about $8000 dollars. The company acquired a full-time employee in 1965, with an annual turnover of close to $20000. With the increased sales volume and growth in stock, the company opened its first retail store in 3107 Pico Boulevard in Santa Monica, California in 1966. Because of the rapid growth in revenues and demand for the company’s products, the company in 1967 expanded its operations to the East Coast in Wellesley, Massachusetts. As the relationship between Blue Ribbon Sports and Onitsuka Tiger approached its final stages in the year 1971, Blue Ribbon Sports was preparing to launch its new footwear designed by Carolyn Davidson (Frisch 6). In June 1971, Blue Ribbon Sports, branded as Nike first used the Swoosh designed footwear, subsequently registering for a trademark and patents of the products. Over time, the company has grown tremendously due to the extensive use of television advertising for their products. ...
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