NIKE started out as 'Blue Ribbon' when Bill Bowerman & Phil Knight partenerd ordered sneakers from japan. in 1964 & sold them in Oregon. Knight sold sneakers while Bowerman ripped them apart trying to figure out how to make them lighter and more efficient for runners. They both had full time jobs and hired Jeff Johnson who became a full time partner creating brochures, print ads, marketing material, the mail order system, then creating the first BRS retail store. in Santa Monica California.
I think NIKEs advantage is thier lightweight sneakers for athletes.
They advertised there product By using a young college track star"1969-1973' Steven Prefontaine . He never lost a race therefore he gained alot of publisity on magazines like "Sports Illustrated" He passed in 1975 at the age of 24. NIKE has also advirtied there product with players like Micheal Jordan, Lance Armstrong ,& Tiger Woods.
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