As referenced in Nike, Inc's mission statement, Nike relies on inspiration & innovation in their strategic planning to help set them apart from their competition and give them a competitive advantage. They have not only taken this strategy across the United States, but also Globally. Which has allowed their their Global sales to jump in the past 5 years from under 20 billion to over 28 Billion dollars in revenue in 2014. With more than half of that revenue being from the International market outside of the United States according to Statista.com ( Nike Revenue 2009-2014).
By attaching inspirational stories and having elite athletes endorse their products in many different sports. With names like Michael Jordan, Kobe Bryant, Tiger Woods, Lebron James, Roger Federer, Rafael Nadal and many, many more. They were able to push pass their competitors in the sportswear industry and have been known as the dominant and most recognizable brand for years. People have come to love the Nike brand for the quality of the products, in addition to the never ending innovation.
The Jordan brand, which has been focused and inspired by Michael Jordan has its competitive advantage above the competition because it has a strategic plan in which its brand is based off the greatest player ever. This inspires buyers to buy their shoe because everybody wants to wear the same shoes in which helped Michael Jordan establish greatness in the NBA during the 80's and 90's. With this as their focused the Jordan shoe has been able to re release the same exact sneaker's for years and continuously make a profit off of them. One of the only brands ever which can market the same exact sneaker multiple times and still have tremendous success. It's become so bad, the kids of this generation camp outside the stores for days in tents to wait for a Jordan sneaker release.
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| People "camping out" for a Jordan sneaker release in LA. |
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