Globalization of Clothes
In 1950-1959 Bill Bowerman was a respected track and field coach at the University of Oregon. He experimented different things for his teams such as sports drinks, track surfaces, and innovations in running shoes but nobody wanted to hear what he had to say. Phil Knight was enrolled in University of Oregon in 1955 and when he graduated he had wrote a proposal that was to to be sent to Japan and Asia, since it went unanswered they he decided to take a chance. After seeing the proposal and the shoes that Knight had sent to Bowerman, Bowerman decided to take a chance. In January 1964 they shook hands with Blue Ribbon Sport and pledged $500 each with 300 pairs of shoes. After selling these (tiger shoes) it had started the foundation for Nike. With both men having a full time job they needed someone to be able to keep up with all the work in Blue Ribbon Sport, with that became Jeff Jefferson who was the first employee. Through the years 1970-1979 Nike had started to build itself up.
In 1971 Jeff Johnson had started making the early Nike shoes and even came up with the name of the company. He created the first brochure, ads, shots for the brochure and much more. This is where Nike started to make its mark. Once the name was made there was also the label which is known as the Swoosh.
Getting the Name
CLOTHING
1980-1989
Between the 1980-1989 was when the transition started to begin. In the year of 1985 when the Nike company had made a mistake by having the rookie, Michael Jordan, sign on with Nike it began to help bolster the Nike bottom line. By the year 1987 Nike had came out with the shoes the Nike Air Max and from there was a change because now there were shoes with visible air bags. And then within another year Nike had started the slogan "Just Do It." By the end of the decade in the year 1989 Nike had made it back to the top and had regained the leader position.
1990-1999
Through the decade of 1990-1999 Nike had began to make apparel and shoes for many people and events around the world. They were making it for both men and women USA national soccer team, as well as for the World Cup Winning Brazilian National Team. Then in 1996 when Tiger Woods was signed by Nike for $5 million a year critics and people laughed at Nike until Tiger Woods won the 1997 masters and broke the record by 12 strokes.
2000-Present
The 2002 “Secret Tournament” campaign was Nike’s first truly integrated, global marketing effort. Secret Tournament was the reason incorporated advertising, the Internet, public relations, retail and consumer events just to have excitement for Nike soccer ads. Today Nike still is looking for ways to expand. By the year 2015 they plan to be reaching $28-30 million dollars versus the $27 million they are currently taking in. They also the company is to increase its fiscal 2015 revenue target for the NIKE Brand to $24-25 billion, up from its previous target of $23 billion
The Transition
Abercrombie & Fitch
The company was actually started in 1898 as a small waterfront shop in Manhattan by David T. Abercrombie. In 1904 when Ezra Fitch, who was a regular customer signed on with David the store then became Abercrombie & Fitch. As the store grew the two partners ended up parting because they had different ideas of what they wanted.
Abercrombie & Fitch started off as a sports store and was also named as the Greatest Sporting Store in the World. But after 50 years the company started to fall apart. The store was reopened in 1975 after going bankrupt but was no longer working as a sports store. With a new president, Sally Frame-kasaks, she made the focus more on apparel. Michael Jeffries was then introduced to the A&F family. He knew that teen fashion was going to be a big thing by early 90's so he started attracting teens to this store. The company had started with less then 100 stores early 90's and has now expanded to over 1000 stores including Hollister stores worldwide.