Nikes Globalization

Philip Knight, owner and inventor of Nike has made his brand one of the biggest in the world since the early 70s . Nike’s way of marketing and doing business has had to change over time due to the innovations of our society and world. This change can be referred to as mutability, “meaning subject to change. This, then, refers to the belief that human nature can be changed by society”. Nike’s mutability began when Philip Knight decided he wanted to be global in the 70s. Philip Knight had to change his branding because of the societal changes, which ties back into the term “mutability”. The world wide market for athletics has since then exploded. Nike began to take advantage of this world wide market by sponsoring athletes all across the globe like Neymar, from Brazil, Ronaldo, from Portuguese, and Wayne Rooney, from the United Kingdom . Because of the sponsorships of sports leagues, big name athletes, and sporting events, fans want what is popular. This leads into materialism, “-the belief that possessions are important in life”, which in today's world is very relevant. Being a big name such as Nike has put them in the undisputed category of a materialistic brand. A brand that is so popular that it can be recognized immediately by almost anyone in the world.  The terms materialism and mutability go hand in hand. While mutability talks about the changes Nike has gone through to become such a worldwide name, materialism helps support Nike’s brand status and keep it atop the rest of the sporting brands. 

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