Nike’s Global Procurement
team manages the procurement process including selecting and contracting with
the right suppliers for the right indirect (non-product) goods and services. Nike
cooked up the shoes that made it the star of the $35 billion athletic footwear
industry. In this think tank for sneakers. Nike's sponsored athletes hailed
from all over the world. They took home a lot of hardware from Athens,
including 50 gold medals and dozens more silver and bronze. If competitors want
to get hung up on what exactly Nike's selling, that's O.K. It's all Nike to
them. Nike sponsors many high-profile athletes and sports teams around the
world, with the highly recognized trademarks of "Just Do It" and the
Swoosh logo.
Nike identifies the market
and segment depending on the product that they are selling. Nike mainly utilizes
Demographic Segmentation in order to sell their products. To do so Nike focuses on
creating premium consumer experiences on product innovation, brand leadership
and elevated retail presence. Nike is targeting further geographic expansion
and farther marketing penetration in all regions. The company has been known to
invest heavily in advertisements and brand promotion. Nike's big sport by all
means has to be basketball which ever way you look it its where Nike builds its
popularity although they do gain some credit for tennis and running but
basketball by all means is Nike's key sport. 
The company, with one of the
world's most identifiable logos - the 'swoosh', is a leader in sports equipment
research and development. For Nike to begin their product developing process
for a new product they begin with comprehensive systems thinking around the
domains of design, manufacturing and the life cycle of a product, including the
possibilities for closing the loops on material, product use and end of life. The
more it sells Nike builds a commercialization for a broader crowd and having a
product life cycle (PLC). Their main goal is to get the best product at the best-cost
point, and delivered on time.
Their integrated approach
includes traditional advertising such as, billboards, magazines, and
television. Sponsoring sporting events and players, such as the super bowl and
Tiger Woods. Nike engages in online marketing initiatives by allowing consumers
to consumers to customize their shoes though Nike id. The ads not only got a
lot of attention, they also worked. Sales went up: Mike Wilsky, Nike's vp of
U.S. marketing, was quoted in Sports Illustrated as saying that the shoe, the
Air Cross Trainer II, "immediately shot to No. 1 in Nike sales" after
the ads debuted, outselling the second most-popular shoe by a 10-to-1 margin.
