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Section I. Introduce your Topic and Keywords Topic Introduction Nike, which is located in Beaverton, Oregon, is a marketing and advertising behemoth in the business and media world today. With my research, I would like to explore the marketing strategies that Nike is currently utilizing in the world of brand marketing. With these explorations, I would like to introduce some viewpoints on the trends that could emerge in the future in athletic footwear marketing. The questions that I would like to explore are: What are some changing trends in marketing footwear? What are some innovative examples of product placement and social marketing by footwear companies that are utilized today? Will this year's influential Supreme Court case of Kasky v. Nike play a changing role in these examples? My intended audience for this topic are Sports Business Journals, Nike marketing enthusiasts, and "Nike Heads" Keywords- UNC Library Catalog Sport? And Market? Nike AND Marketing Lexis-Nexis Academic Universe Nike and Product Placement Nike and Supreme Court Advertising and Shoes Search Engine on Web http://www.google.com/ Nike and Advertising Nike and Oregon Project Nike and Retro Shoes Nike and Guerilla Marketing
Section II. Books, VideoTapes and CD-ROMs from UNC-CH Libraries Print Sources 1.) Nike Culture: The Sign of the Swoosh/ Robert Goldman and Stephen Papson. Location- Davis - Call Number: HF6161.S65 G65 1998 2.) No LOGO: Naomi Klein Location- Davis- Call Number: HD69.B7 K585 2000 3.) Michael Jordan and the New Global Capitalism: Walter LeFeber Location- Davis - Call Number: GV884.J67 L34 2002 Print Sources that I can get from the UNC Libraries:
Non-Paper Source from UNC Libraries He Got Game: Film directed by Spike Lee - Call Number UL Media Resources Center 65-DVD736
Section III Electronic Indexes and Databases Sources "Whole New Ballgame - Nike races to tie Name to other Sports in U.S. and Beyond" (2002, December 4) The Commercial Appeal, p. C1 Retrieved February 2, 2003 from Lexis Nexis Academic Database Keenan, Faith "A Mass Market of One" BusinessWeek, 3810, p. 68 (2002) LexisNexis Academic Database. Ebscohost. University of North Carolina at Chapel Hill, Academic Affairs Library, 2, Feb. 2003 <http://eresources.lib.unc.edu/cgi-bin/external_database_auth?A=P|F=Y|ID=12|URL=http://web.lexis-nexis.com/universe> Harris, K. "Nikegoddess.com a hit: research commissioned by Nike helped it reach women online." pgs. 34-42 (2001) SPORTSDiscus via UNCLE. EbscoHost. University of North Carolina at Chapel Hill, Academic Affairs Library. 3, Feb. 2003 <http://www.lib.unc.edu/> Stevenson, Seth "How to beat Nike." The New York Times, p. 29 (2003) LexisNexis Academic Database. EbscoHost. University of North Carolina at Chapel Hill, Academic Affairs Library. 3, Feb. 2003 <http://www.lib.unc.edu/> Vince Carter shoes can't get airborne: Raptors star sidelined: Slow sales add to woes Nike faces on several fronts. (2003, January 18). Financial Post, pg. FP6. Retrieved February, 1 2003 from LexisNexis Academic Database Herzog, Boaz. "Nike Walking a Fine Line to Attract Elite and Midmarket Consumers" NewHouse News Service (2003). LexisNexis Database. University of North Carolina at Chapel Hill, 3 Feb. 2003 <http://eresources.lib.unc.edu/cgi-bin/external_database_auth?A=P|F=Y|ID=12|URL=http://web.lexis-nexis.com/universe>
Section IV. Web Sources on Your Topic 1). Title of Web Page: The Ultimate Running Machine http://www.wired.com/wired/archive/10.08/nike.html Description: Article that explores a training camp devised by Nike to train runners through the use of high technology. The Camp is modeled upon a Soviet -style training camp, which corporate scientists are reengineering neuro-mechanics, blood chemistry, and brain waves. This project has been developed by Nike to improve U.S. Marathon running in the United States. the runners are Nike sponsored, and the runners are part of the U.S. Marathon team. Source of Web Site: Wired.com 2.) Subject: Bowerman Track Foundation http://www.nike.com/nikebiz/nikebiz.jhtml?page=26&item=bowerman Description: Information posted on Nike's Business site that explains the Nike Bowerman Foundation and the community practices that Nike implements in the community. Source of Web Site: Nikebiz.com 3.) Subject: The Rivington Club http://city.superfuture.com/city/reviews/review.cfm?ID=1121 Description: Boutique designed for "Retro and Sneaker Heads" that has become a raging hot spot for urban culture in the Lower East Side of Manhattan. Source of Web Site: Superfuture.com 4.) Subject: Kasky v. Nike Supreme Court Case http://news.findlaw.com/news/s/20030110/courtnikedc.html Description: Newsbrief from FindLaw.com on Kasky v. Nike Supreme Court hearing that is scheduled to be reviewed by the Supreme Court this year. This case is a landmark case for the Court concerning the First Amendment. The issue is whether or not corporations can be protected by the First Amendment. The issue is whether or not corporations can be protected by the First Amendment, and whether or not Nike is liable for their statements concerning their own statements that Nike is "the model for business practices" in Southeast Asia. Source of Web Site; FindLaw.com review, Feed provided by Reuters News Service 5.) Subject: Retro Shoes and their Popularity http:www.retroshoes.com/gallery/ Description: Site used by "Nike Heads" and shoe fanatics to search, bid, and buy retro shoes from Nike. Source of Web Site- Searched through Google.com. Keywords used were Nike and Retro Shoes
Section V. ID Please Over the last two years, Nike has taken e-commerce seriously. Nike has redesigned the way that it's consumers view their shoe purchases and Nike has pounced upon the trend of customazation. How they penetrated a new market for shopping is through their web site? The answer is NikeID. Consumers of the sports and fitness industry along with fashion followers are demanding more and more innovative ways to make themselves unique in the world today. Nike has concluded that consumers want to seize the opportunity to reach out to their consumers by offering different styles and colors to fit their customer needs. The prevailing question that looms over Nike is whether consumers will want to shop online to customize their shoes without the buying experience of trying a shoe on, or the experience of touch and feel that comes with purchasing a new shoe. To combat this porblem in urban centers across the U.S., Nike has introduced web kiosks in NikeTown stores across the country to encourage customers to become designers. (1) The web kiosks may have been a partial solution, but Nike still faces the same question that many other web retailers in the past few years were not able to address. Do buyers enjoy the physical buying experience? Nike seems to recognize this as Jay Wilkins, general manager from Nike ID states; "Size needs to be exact" and "not being able to try it on is a challenge for Web retailers" (2) Despite these issue of the lack of the physical buying experience, the popularity of NikeID amony Nike aficionados and the teen market that Nike depends so heavily upon, continues to grow. Nike continues to drive traffic to Nike ID through suggestions and order requests for shoes throught limited editions that are only available on the Web, and though order requests that can be only handled online. I do believe that NikeID is a strong vehicle to contue web purchases, and most importantly coustomizing user perferences. Don't forget as Steve Rosner, co-founder of 16 W Marketing, a firm in East Rutherford, N.J., that advises companies on athletes' endorsements, states: "Nike is still the king of Sports Marketing". (3) Because of Nike's rule and ability to stay on the buying public's fickle tastes for over 30 years, one has to favor Nike's chances in the chase to fit it's customers' sizes and flavors. Notes: (1) Faith Keenan, "A Mass Market of One" BusinessWeek, 2 December 2002, p. 68 Also Available (Online): LexisNexis Academic Database (2) Keenan, "A Mass Market of One" BusinessWeek, 2 December 2002, p. 68 Also Available (Online): LexisNexis Academic Database (3) Boaz Herzog, "Nike Walking a Fine Line to Attract Elite and Midmarket Consumers" The Commercial Appeal, 4 December 2002, p. C1 Also Available (Online): LexisNexis Academic Database Three Web Sites 1.) BusinessWeek Online Business Online Magazine that analyzes trends, tastes, and buying habits in the business world and marketplace. 2.) NikeID.com Customize your own Nike Shoes Sports and Fitness company's web site that allows it's footwear to be customized by the buying public through e-Commerce. 3.) Commerical Appeal Pricing Strategies used to direct the sales of the New Air Jordan XVIII Source of Web Site: http://newgomemphis.com/newgo/core/archives.htm
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