Cultural Audit - Nike - 3149 Words

Nike’s Cultural Audit Today a shoe is more than something to protect and keep one’s feet warm, it is a fashion statement, an athletic enhancer, rebellion, status, and the ins and outs of coolness. Shoes, mainly athletic shoes have changed drastically throughout the years. From weight, size, look, and comfort ability, Nike has been the leading footwear company to develop and lead such a growing industry. Peter Hitchcock, the author of Oscillate Wildly, wrote, â€Å"The shoe is magical, within both the history of the commodity and the psychological compulsions of modern â€Å"man.† The shoe is the emblem of fetishism that links the commodity to desire. And the most magical shoe of all is the athletic shoe because it is simultaneously a†¦show more content†¦By the end of 1980 Nike completed its IPO and became a publicly traded company. During the mid-1980s, Nike lost its position as the industry leader, mainly in part because the â€Å"company had badly miscalculated on the aerobics boom† (About NIKE Inc.). In 1985 the debut of a new signature shoe for an NBA rookie, Michael Jordan, helped rocket Nike’s sales and publicity. In 1988 Nike created the tag line â€Å"Just do it.† Nike regained its position as the industry leader in 1989, making them the first and only company in the athletic footwear/apparel industry to ever accomplish this feat (About NIKE Inc.). In 1990 Nike declared Portland, Oreg on as its headquarters. Portland became home to the first â€Å"retail-as-theatre† experience called Niketown. 1994 brought the signing of several individual players from the future World Cup winning Brazilian National Team. The following year Nike signed the entire team and began to design the team’s uniform. Along with signing the Brazilian team, Nike also signed the men’s and women’s US soccer teams, as well as other teams around the world. In 1996 Nike Golf signed an upcoming young golfer by the name of Eldrick â€Å"Tiger† Woods. At first competitors criticized and laughed at Nike for signing such a young player, that all changed in 1997 when Tiger won the Masters by a record of twelve strokes. Nike also began investing in cyclists in the 1990s. Lance Armstrong was one of the cyclists who signed with Nike. After he wasShow MoreRelatedNike: The Sweatshop Debate Essay1195 Words   |  5 Pagespaper describes the legal, cultural, and et hical challenges that confronted the global business presented in the Nike sweatshop debate case study. The paper determines the various roles that the Vietnamese government played in this global business operation. This paper summarizes the strategic and operational challenges facing global managers illustrated in the Nike sweatshop case. 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