Research Paper on:
Analysis of Nike

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the University of Oregon and Bowerman was the track coach at the University of Oregon when they decided to form a new company that would import high quality running shoes  to the U.S. (Cohen, 1998). They named the company Nike, the Greek Goddess of Victory 1995 (Cohen, 1998). Knight had very strong ideas about the kind of company Nike  should be and most particularly, what the culture of the company should be (Labich and Carvell, 1995). He wanted his employees to demonstrate the kind of corporate loyalty he had  seen in Japan (Labich and Carvell, 1995). Knight believed the success of his new company was tied to Asia (Labich and Carvell, 1995). Early in the companys history, Knight and  a group of ex-athletes he had hired as top aides made numerous trips to Japan (Labich and Carvell, 1995). To establish the type of corporate culture, Knight hired outgoing  assertive young men and women to act as "frontline liaisons" with retailers (Labich and Carvell, 1995). Called the Ekins, these young people went to stores, checked on the displays of  Nike products, explained new products to store managers and sales people, and generally talked about how Nikes products were so much better than the competitors products (Labich and Carvell, 1995).  The groups loyalty to the company is close to fanatical, many even having the Nike logo tattooed on some part of their bodies, usually their calf or ankle (Labich and  Carvell, 1995). The driving force behind the new company was Knights own ability to attract popular sports heroes to become part of the marketing campaign and then to build new  products and marketing campaigns around these heroes (Labich and Carvell, 1995). Knight operated on the premise that there were always five guys in high school who set all the social