According to the paper the power of the branding is evident in the level of success that has been attained. In the United States, Nike sells a minimum of 20% of all athletic shoes sold. In addition, there are 18,000 retail stores worldwide located in over 140 nations. In the U.K., Nike holds 13.1% of all athletic shoe sales, with the most competition coming from Adidas at 12.3%. With such a strong position in the market and a powerful brand that has a deep and meaningful mythology within the consumer philosophical framework, the brand in unlikely to lose momentum in the near future without a catastrophic external impact on its image.
It is the intent of this study to give a preliminary look at the way in which the brand holds popularity for international students in a U.K. university environment. While it clearly holds popularity with U.K. students, it can be observed that the brand has a specific popularity with international students as well. The draw to the Nike brand is unique in that it is a single, iconic brand that seems to universally attract consumers. In this study the impact that the brand has on the international student consumer will be examined through a quantitative study and discussed through the findings of that study. Nike shoes were originally designed by Phil Knight and his original sales were sold out of the back of a green Plymouth Valiant, which is now a legendary automobile. Knight started making and selling athletic shoes in 1964.