Nike

Paper Summary:

Nike recently made international news when it announced the retirement of its long time CEO and co-founder, Phillip H. Knight. This paper examines how Nike overcame the potential trouble that a change in leadership might bring to a company and discusses its recent mergers, international labor scandals and its focus on women's sports and sponsorships.

From the Paper:

"The world of professional sports is changing as the title 9 generation matures and the athletes born of this collegiate market reach the age of professional sports involvement. The impact is significant, and can be seen all over the advertising world, as non-apparel companies like Gatorade have now built entire memorable campaigns around the fit and fantastic image of women athletes. Nike has been one of the first to realize the fundamental change within the market and capitalize on it. This is all part of its substantial ability to create and bolster change within the trends of professional sports and evolve as a company bent of growth and evolutionary change, in both market and global responsibility. (Washington and Karen 187)".

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