Pub. Date:
ABC-CLIO, Incorporated


by Tracy CarbashoTracy Carbasho


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This compelling book provides a comprehensive examination of Nike, utilizing never-before-heard interviews with top sports celebrities and the informed perspectives of marketing gurus to explain why Nike has ruled the sports world for more than four decades.

Nike's immortal "Just Do It" slogan is displayed at the Smithsonian Institution in Washington, DC. The company's pioneering use of athlete endorsements as the foundation of its marketing and its dedication to incorporating advanced technology and materials in its products has forever changed the world of sports. Amazingly, what is now Nike sprang from the humblest beginnings—two runners with a passion for improving the sport willing to sell shoes out of their cars at track meets.

This book provides a comprehensive analysis of the company, giving readers a full appreciation of its fascinating history and the attributes and strategies that have helped Nike outlast its competitors. Material derived from interviews with star athletes and marketing experts lend additional insight into the Nike phenomenon.

• Contains one-on-one interviews with star athletes, coaches, marketing experts, and business executives that showcase the power and influence of Nike

• Provides a vivid chronology depicting the company's modest beginnings, the creation of its early technology, the birth of memorable advertising campaigns, endorsement deals with sports celebrities, controversy about child labor allegations, noteworthy recognition for supporting social and environmental causes, and Nike's future

• Includes photographs of Nike co-founders Bill Bowerman and Phil Knight, as well as Nike-sponsored athletes such as Deion Sanders, Bo Jackson, Michael Jordan, John McEnroe, Serena Williams, Didier Drogba, Lance Armstrong, and Tiger Woods

• A helpful index makes it easy to locate celebrities' comments within the text and to track the many Nike technologies used since the company's inception

Product Details

ISBN-13: 9781598843422
Publisher: ABC-CLIO, Incorporated
Publication date: 08/19/2010
Series: Corporations That Changed the World
Pages: 132
Sales rank: 950,201
Product dimensions: 6.20(w) x 9.30(h) x 0.60(d)

About the Author

Tracy Carbasho is an award-winning journalist who has published articles in newspapers and magazines throughout the United States and the United Kingdom.

Table of Contents

Foreword Kelley Murray Skoloda ix

Acknowledgments xi

Introduction xiii

Chapter 1 Inspiring Excellence 1

Chapter 2 The Vision behind the Victory 7

Chapter 3 Just Do It 13

Chapter 4 Become Legendary 29

Chapter 5 Setting Precedents in College Sports 41

Chapter 6 When Nike Athletes Stumble 47

Chapter 7 High-Tech Is High Stakes 63

Chapter 8 Serving as a Role Model 81

Chapter 9 The Rich Get Richer 97

Chapter 10 Sharing the Wealth 107

Chapter 11 There is No Finish Line 117

Notes 121

Index 129

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