& Nbsp; & nbsp; & nbsp; & nbsp; full speed, seize the day. When demobilized war sports stars who gathered here to tell the old proposition it is nothing more than a shopping mall as the battlefield. & Nbsp; & nbsp; & nbsp; a new industry - said to be a real phenomenon - - 30 years ago in the stadium in Portland, Oregon, was born. ? Philip Knight (Philip & nbsp; Knight), who worked in the campus of Oregon State University, renowned track star, Master of Business Administration from Stanford University, resigned his accounting work, set up a company dedicated to high-quality US imports running shoes. From the outset it is necessary to become an extraordinary enterprise. & Nbsp; & nbsp; & nbsp; Knight repeatedly thought about his company's corporate culture, and ultimately decided to use the Greek goddess of victory & nbsp; Nike name as the company name. He wanted his employees to show what he saw in Japan the kind of deep loyalty to the company, he also wanted them to always feel a high morale athletes beyond their time, he also do their Maximum effort among employees to establish a mutual encouragement and mutual support gay relationships. & Nbsp; & nbsp; & nbsp; Knight concluded that the company's early years is closely tied together with Asia. The first few years after the founding of the company he and his senior aides all day shuttle in the Pacific, the pursuit of capital. They also Japan, South Korea and Taiwan seeking cheap labor. But behind this new company is driving it, the magic makes rapid development, it is he able to lure big-name sports stars. And around them to establish production lines, expand the capacity of a massive marketing campaign. Knight explained that if he could wear his shoes in sports Celebrities feet, that we will be caught on surface motion, to follow waves. & Nbsp; & nbsp; consumers seem to be those with a winning passion and ability of athletes and done the most intense reaction. ? Often in the United States to win the track star Sidi Fu Plymouth side fentanyl is & nbsp; the first full impact of Nike's sports celebrity. ? Later, when Nike began production of other sports shoes and sportswear, tennis star Andre Agassi John Maikesiluo, basketball court, "bad boy" Char Cheap air jordans for sale les Barkley is just to meet the & nbsp???; Nike's signature taste from their celebrity. & Nbsp; & nbsp; & nbsp; no one, not even himself unforeseen Knight his strategy would achieve such success. From the mid-1960s, 10 years, when & nbsp; when Nike's sales representatives complimentary running shoes on the US West Coast track meet, the company's earnings in nearly three handsome number of speed surge forward. & Nbsp; & nbsp; & nbsp; to 1976, Nike sold annually 14O0 million dollars worth of sports shoes and sportswear, and since then the situation becomes interesting. An jogging craze swept the US, a pair of expensive sports shoes from movie stars to become everyone's choice real estate broker. 1980 & nbsp; when Nike became a public company, its earnings amounted to $ 200 million to 70 million, it has become the number one sportswear manufacturer, a direct threat to the hegemony in the world and sports apparel market for many years in Germany & nbsp; Puma ( Puma) and & nbsp; Adidas (Adidas) company. & Nbsp; & nbsp; & nbsp;? In the previous year, Paul Firman quit Boston University to take over his family's sporting goods company. The first thing he did was to buy three British-made sports shoes distribution rights in North America. When worn by a woman doing gymnastics at this white leather sneakers production line & nbsp; Reebok built. 1980s, when more women into aerobics heat, his rapid sales growth. Boys, girls, men, women are beginning to wear sports shoes to work, to school, to go anywhere. Fellman bought the parent company in 1984, and so in the second year & nbsp; Reebok became a public company. Its revenue in 1983 was $ 13 million, to 1987 soared to $ 1.4 billion, thus exceeding the Nike company. & Nbsp; & nbsp; & nbsp; Nike has missed the women's athletic footwear market opportunities, and in the mid-1980s, the sudden outbreak of jogging avid surprise. But Knight eventually recapture the opportunity to use the core of his strategy once again - about the sports stars to launch new products. This time his target is one of the biggest:? Chicago Public squadron basketball star Michael Jordan. Marketing experts praised Jordan when it comes to the ability to influence consumers' he was the best c Retro jordans for sale andidate. ? Department director of the New York Center for International Studies Sidi Fu Ross said: "Jordan can do things that seem impossible, but you can see his human touch." Chicago is a specialized sports celebrities and corporate customers bypass leads Affairs ? The director David Burns said: "He had a sort of integrity, which is something he very admired." & nbsp; & nbsp; & nbsp; Nike company with its advertising agency in Portland, & nbsp; Wieden && nbsp; Kennedy in a series of advertising campaign playing the Jordan brand, these movements are forever changed the sports marketing this thing. Some turned into a black and white television screen unpredictable, full of MTV style. ? Massachusetts Martha marketing experts GMC & nbsp; X Moran said:? "The ad is very legendary taste wonderful performances by sports stars to praise, promote and play dyeing & nbsp; on the importance of the Nike brand. ., you can not emphasize too much how? ", senior vice president of a New York City firm of Sidi Fu Friedman said:" The advertising has changed the economic outlook and the operating mechanism of our work to what they called the elite again next. definition. "& nbsp; & nbsp; & nbsp; Nike has introduced a" giant Jordan "sneakers and sportswear production line, they are some very popular colors are mainly black and red clothing boutique, the first year as it brings the & nbsp; l billion in receipts then Nike began to look back to track and field. 1990 & nbsp; Nike again gain the top spot of the first to sit down and from Reebok won back its gains to $ 2.24 billion, while the & nbsp; Reebok, compared with $ 2.16 billion. Since then, it has played the top spot Knight, and & nbsp; Reebok will have been lining up next to last year, its profit was $ 200 million 54 million, earnings of $ 3.28 billion; & nbsp; Nike last year The profit of $ 200 million 99 million, earnings of $ 3.79 billion. The two companies combined together sold a total of half of the US athletic shoe, they control 4O% of the global market. Only 10 percent of the world's share of sales of & nbsp; Adidas company is still their strong opponent. & Nbsp; & nbsp; Nike now seems very confident that it's far behind its biggest rival. & Nbsp; & nbsp cheap jordans for sale Nike net income is the most recent fiscal quarter; l one hundred million US dollars 13.4 million, up 364% over last year, but & nbsp; Reebok does not have this success. & Nbsp; Nike has eaten its main market a women's fitness wear. It is also trying to enter and seize mainstream commercial areas, such as basketball shoes and sports eye. Also some new markets, clothing and outdoor activities such as mountain climbing appliance market, it is the goal to seize the occasion. & Nbsp; Reebok profit in the second quarter from last year's 60 cents a share to 40 cents after Fellman has announced cut 175 jobs a year in order to achieve the goal of saving $ 75 million plan. ? Classic sporting goods industry magazine "Sports Goods Intelligence," the publisher John Holland said: "I have to say that & nbsp; Reebok is probably not catch up in the near future & nbsp; chance to Nike's." & Nbsp; & nbsp; & nbsp encroaching recruiting ; & nbsp;? copy quarian O'Neill, the LSU surprisingly tall basketball star, announced in 1992 he was drafted into the NBA in the freshman year. Obviously, over seven feet tall, weighing 300 pounds, O'Neal will become a professional basketball in the shape signature character, a living billboard. Fellman proposed to sign with his five-year contract, pay about $ 15 million, on condition that let him wear & nbsp; Reebok brand clothing. Then the 20-year-old boy received a let him visit the & nbsp; invite Nike company. Accompanied by his stepfather and manager, and he was wearing a jacket fir came & nbsp; Nike company, behind the jacket has printed a big & nbsp; Reebok logo. Knight said: "This is kind of ridiculous general attitude, however we can not sign with him." & Nbsp; & nbsp; & nbsp; It is signed it, it really started Nike and & nbsp; between Reebok The war, they want to compete for the American public's mind, the mind and feet. Prior to this, & nbsp; Reebok Knight has attracted attention, but when the two companies Routine submerge differences, still not tit for tat. They also have basic similarities: Both are doing athletic footwear and apparel business, both in low-wage countries do have a large production base. But Nike's Note focuses on juvenile male athletes to provide high qual Retro jordans for sale ity products on the male athletes or will become. And & nbsp; Reebok's main market is tight women's sportswear, its production line also includes low-cost casual footwear. & Nbsp; & nbsp; & nbsp; after 1990, the & nbsp; Nike to regain top spot after leading gains, Fellman strengths Nike began to market initiated the raid, such as men's sports apparel market. Fellman improve his product development budgets, and attracted a bunch of consultants to help him expand his appeal of the product. In addition, the school entered the Nike marketing strategy, he has also determined to rely on contract gets his own big name stars to be his signature. On the tennis & nbsp; Nike caught Agassi and Peter Sampras;? & Nbsp; Reebok then signed a contract with Michael Chang, who in the rapidly growing Asian market is very attractive, and it also with the 14-year-old African-American American prodigy Corvinus? William signed. On Nike basketball teams with Seattle seafarers superstar Ken Gregory small non signed up;? & Nbsp; Reebok will find the Chicago White Sox's Frank Zha Masi?. ? Dallas Cowboys Troy Eckman quarter guard is & nbsp; Nike contracted players; & nbsp;? Reebok Stadium is known as a lever with Egyptian Wo special Smith signed. & Nbsp; & nbsp; However, professional basketball is a real competition for the cruel battle, it is a virtual global large booth. In this piece front & nbsp; Nike is basically a winner, it has made more than a dozen stars Michael Jordan and Charles Barkley in its arm?. & Nbsp; Reebok also has some less well-known players, such as astute Seattle ultrasonic striker Sean Kan Pu, but this aspect of the contest, or one-sided?. & Nbsp; & nbsp; we got Shaq, & nbsp; Reebok evident in this regard and the victory of a chip. Shaq quickly became & nbsp; NBA superstar, and was hired as & nbsp; Reebok company spokesman, he is particularly attractive for those who buy sports shoes for young people. His modesty is also compelling: this spring when he played for the Orlando Magic battle Jordan's Bulls, he said: "He is a superman, I'm just a super boy." He has formed a multiple personality public image. Teenagers like rock in the world he was "Shaq Daddy", as an actor he showed a natural ease. ? GMC Mo Cheap air jordan 12 ovo ran said: "This man just represent the current social environment is very strong and he is not rude he was the representative of the next generation..." & Nbsp; & nbsp; & nbsp; for & nbsp; Reebok More importantly, Shaq for the prestige it brings young people under 18 years of age, and most of these people used to be & nbsp; Nike's fanatical followers. This group accounts for about a quarter of American sports shoes sales. This is a particularly striking and struggling to snatch the position required. Shaq charm make Reebo2c in fierce battle for the first time got a powerful weapon. Fellman said: "no one" can not at any time to get all the good spleen, which is what makes the game more interesting. "& Nbsp; & nbsp; & nbsp; & nbsp; & nbsp; Tattoo Ming - cultivate the entrepreneurial spirit & nbsp; & nbsp; & nbsp; This spring, Knight finally put his legs on the table. A few years ago, he began to hire some of the enthusiastic young men and women to serve as front-line liaison between him and the retailer, they are called "Eakin" - this is & nbsp; Nike backing is called for - they will explain the new product features, placed Check store show window, and all in all is the & nbsp; the essence of Nike are passed to the store manager and staff, these jobs attract a lot of courage, a very loyal person, most of them He is 20 years old. Their loyalty to the company has reached a high level, many people have the company logo tattooed on his body. Most people put "V" sign are tattooed on the calf or ankle, and some people stabbed in the shoulder. Some people put it stabbed in the thigh, whenever they stride flag will be revealed. & Nbsp; & nbsp; & nbsp; years when Knight to anyone when it comes to his loyal employee of the company so he would feel very proud. But he never wanted to stab himself also on the mark. To this end gang of young "Eakin" who met him in the park in the company would often remind him. This spring Knight has won everyone's pro-wear, a big "V". Now appeared on his left leg up. & Nbsp; & nbsp; & nbsp; Knight of action, although not yet in & nbsp; Nike company triggered a tattoo craze, but anyway all employees have shown with "Eakin" are the same as the company's fanatical dedication . The cheap jordans for sale mens company has 74 acres of the park? There are woods, track, an artificial lake and a space-age fitness center. It seems to be a ideal world. & Nbsp; & nbsp; & nbsp; Nike company 4O% of employees are under 30 years old, most of them tall lean, sharp-eyed, man-made lake along hurriedly from one building to another building. Noon being. Jackson stadium and fitness center, two hours, and then worked until late at night, which is often their work schedule. To compensate for this sort of brutal psychological work schedules caused by the imbalance, & nbsp; Nike employees who seem relentless attention to this point, that they are in a most attractive sector to work in the home victory. A walk in the park in a hurry female package designer said: "I think everyone wants to work here, people here are very law." Has worked for many years in the East Coast broker Joe McCarthy was added last year? the & nbsp; the ranks of Nike. For him, the & nbsp; it is the real essence of the Nike work. "I always feel that people here really got it they know what is true, whether they are engaged in the design, marketing or engage in selling.." & Nbsp; & nbsp; & nbsp; Nike strong corporate culture is undeniable power a. Knight's way so influential, as well as spread to rival & nbsp; Reebok employees. Reebok is also a big company, also has its own corporate culture, but it is largely based on & nbsp; the difference between Nike and developed. & Nbsp; Reebok executives repeatedly stressed their corporate culture kinder, more gentle. Fellman boss also confirmed this point:. "I think that & nbsp; Nike is like a cult, where people have lost their personality I want the people here have a balanced life, a different level Life work "& nbsp; & nbsp; & nbsp; Reebok employees are mostly very young, also with & nbsp; Nike employees as sharp-eyed, shrewd. Although Fellman is considering building a new plant, but now he is temporarily working in a building with an industrial park south of Boston in. Building gymnastics room is often crowded, an outdoor basketball court in the hot days also voices. The difference is that there is no deep imprint stinging skin, the kind of spontaneous printed on the body represents a sign of loyalty to the co mpany. No one ever thought should & nbsp; Reebok logo tattooed on his body. & Nbsp; & nbsp; & nbsp; One reason may be & nbsp; Reebok managers constantly struggle has established Fellman as Chairman of the company's rule. & Nbsp; Reebok for a long time often a revolving door between top and middle managers; co-president Robert FIG. Muller and John? Duden this spring just resign. Once in & nbsp; a lot of people Reebok worked Fellman said the problem stems from poor coordination. A former & nbsp; Reebok senior managers who had popular attention, can be done within a year was forced to resigned. "Paul is the kind of neighbor who needs a large measure you can take your saw to lend him but he thought that someone who is not competent than he is good..." & Nbsp; & nbsp; & nbsp; rivals meet & nbsp; exceptionally jealous & nbsp; & nbsp;?? Philip Knight and Paul Fireman seen a face to face only on the US Open, held in 1993 in New York. They sit very close to each other, were about 15 minutes of a friendly conversation. Later, a colleague Knight noted that the Middle East peace process has been significant progress, suggesting that week resonates with peace talks will happen. The first is Iasi. Arafat with Yitzhak? Rabin sat together, the next step is Knight and Fellman. & Nbsp; & nbsp; Fellman ask Paul about his and & nbsp;? When Nike's competition, he will speak about the positive side. When it comes to his company with a strong competitive opponent strides, he said, please take a look at & nbsp; GM (General Motors) and & nbsp; Ford (Ford Motor Company), Depsi (PepsiCo) and & nbsp; Coke (Coca-Cola), & nbsp; McDonald '& nbsp; s (McDonald's) and Borger & nbsp; king (Han package Fort King Corporation). "Whenever you have a competition like this, you will be able to send out inspiration and creativity into something that you obtained in your organization do not have.." & Nbsp; & nbsp; & nbsp; Knight asked the same question, he put it very personal. He has repeatedly declared his Fellman and Reebok to expand sales rally with his hatred. Knight said: "I want my people to know whenever he and our other opponents won, we are doing more difficult things we wanted to do." He talked about a Georgetown University bask cheap jordan shoes for men etball coach John Thompson? calling to refuse to participate in the & nbsp; Nike convened more than a dozen college basketball coach party. Thompson said that these people are my dream could beat the guy shoved want, I'm sure they do not want and toast for light. "This is what I feel," Knight said: "I want to prevail, but I do not want my opponents likewise." & Nbsp; & nbsp; & nbsp; Fellman easily be hit back: "In the end of the game when I shook hands with him to go away and I think he will go a shovel or spade grave disabilities a withdrawal. "But he seemed to Knight's personal hatred of the incomprehensible. & Nbsp; & nbsp; & nbsp; "That's right," Knight said: & nbsp; & nbsp; & nbsp; individual differences in style may be difficult to communicate the core of this "I do not understand him.." They are extremely intelligent, are very pushy entrepreneur, in a very short period of time up riches. Knight in & nbsp; Nike share stake made him a billionaire; Fellman in & nbsp; Reebok's shares are worth $ 200 million 500O million and he has his own golf course. But the rich and ambition are they the only common personal traits. & Nbsp; & nbsp; Knight, 57 years old, frail, bearded, blue eyes talk, gray hair. Also like the Japanese into the office when he took off his shoes. He gave himself to create a sense of mystery. He will be in the conference room reception every visitor; but few to be invited into his outer office, but no one can be allowed to enter his inner office. His inspiration comes from the playground, color and feel of Asians. He is now also running 20 miles a week, like to wear sunglasses on the head of the Department, through cutting loose European suit. He looked like a young rock singer. & Nbsp; & nbsp; & nbsp; Fellman, 51, of medium build, broad face, high forehead. Most of the time when his work wearing a shirt, no tie, his office door has been wide open, showing a pile of magazine covers very cozy advertising poster board and framed. Shaq designed specifically for 22-inch shoes on the conference table center. Fellman is the kind of conversation most standard business-like conversation, revealing his Boston middle-class family background. His favorite sport is golf. His performance and cheap foamposites court action will make you think of a high school history teacher. & Nbsp; & nbsp; & nbsp; Fellman Knight rarely take part in a gathering of industry. Fellman said: "I do not think this is a coincidence." So this hostility between individuals makes them farther apart. Knight occasionally made furious opponent of the move. ? If before 1994 Winter Olympics, figure skating team care Kyi was accused Harding hurt rival Nancy Kerrigan's knee (Kerrigan is a and & nbsp; ReeboIE signing players?). Knight argued Harding innocent, donated US $ 25,000 to her Defense Fund; Fellman enraged, both from a time to dig the other senior managers happy. I dig your key marketing or accounting personnel, then another will retaliate. Fellman said: "The best way to combat terrorism is counter-terrorism." & Nbsp; & nbsp; & nbsp; Libingmoma g Town & nbsp; & nbsp; Knight and Fellman very clear that their business is very dependent on the star promotion and consumer fashion emblem weak support, the market will soon become fragmented small pieces. So both companies have tightened the strings, pay close attention to market changes and new opportunities. & Nbsp; & nbsp; & nbsp; both companies are trying to market diversification. Knight deep into retail, and built a series of high-grade, large-scale shopping malls, called the & nbsp; Nike Town, they built a little like a sports museum, a video halls all day playing videos, displaying a variety everywhere souvenirs. There are four & nbsp; Nike has been in the city of Portland, Chicago, Atlanta, and Orange County, opened for business. Knight plans to eventually open 8 to & nbsp; ll Nike home city. & Nbsp; & nbsp; & nbsp; Fellman is considering fear into the fitness club. Earlier He has shifted & nbsp; Reebok's name hit the two luxury clubs in Southern California, this year he was ready to build a 140,000 square feet in Manhattan comprehensive venues: There is a large swimming pool, two basketball courts and an outdoor runway , there are a variety of well-known digital fitness equipment. & Nbsp; Reebok also increasingly involved in the production of videos for cable channels and high school teaching programming fitness program videos. & Nbsp; & nbsp; & nbsp; is a popular women's s cheap jordans online port, but rarely becomes hotter. & Nbsp; Reebok's market research shows that in 1971 the United States every 27 girls, only one person to participate in sports; today this proportion has risen to every three people have one. In order to profit from the emerging groups of women in sport, especially women's basketball, the two companies are increasing the women's movement with the production line of the number and variety, must seek the signing of famous female athletes. & Nbsp; Nike with Texas & nbsp; Tech basketball team superstar Shirley ???? signed up;? Reebok found this year to lead the University of Connecticut women's basketball team won the & nbsp; NCAA Cup champion Rebecca? Lopo. & Nbsp; & nbsp; Nike slightly better last year, is increasingly on the rise of another movement hockey, it invested $ 400 million acquisition of the world's largest skating and hockey equipment manufacturer & nbsp; Canstar companies. Nike and & nbsp; Reebok are watching the rapid development of new outdoor climbing and hiking supplies market. Two are looking forward to the age of 18 juveniles in the rage of motion --- speed skating, rock climbing and street hockey. & Nbsp; & nbsp; & nbsp; in the next few years, the largest number of actions may be in their actions overseas. & Nbsp; Reebok half of its sales from overseas already, & nbsp; Nike also put it 40 percent of the goods sold overseas, two have been attracted by the prospects for the future. Only overseas markets athletic footwear, apparel each year, about 6O not a $ 7 billion market. Knight said:. "That is enough of the lies it" & nbsp; & nbsp; has long been & nbsp; Adidas company controls the world of football is additionally a big fat, & nbsp; Senior Vice President Reebok Peter Moore said:? "Global . market share war started here, "his company had a few years ago to & nbsp; Adidas launched an offensive in the European professional football's top competition sponsored those big teams. And with superstar Liam? Giggs, Joe King? Colin Mann signed. In the 1994 World Cup, and 300 million people worldwide television audience sitting next to the TV to watch this event, in each of the five players score in one person is wearing & nbsp; Reebok sneakers. & Nbsp; & nbsp; & nbsp; Nike recently began to join the world of football, but it's been enough to shake move the football. It has bought a number of make fans crazy superstar, they have a central figure in the Italian team of Paul Marr Frattini;?? Germany's number one player Andreas Muller, England legend Ian Wright,? There are World Cup champions Brazil in the 10 team. Last spring, & nbsp; Nike to use its financial and marketing strength to get the sponsorship of the United States men's national soccer team defeated the rival & nbsp; Adidas and & nbsp; Reebok. On top of this, sponsorship Knight also the world's leading Italian national team from Italy & nbsp; Diadora company wins over the hands. & Nbsp; & nbsp; & nbsp;? The United States Football Association chairman Hank Sternberg noted that such advantages have to be tall tall. The world there are about 300 million people playing the sport. He said: "Basically, unless you are very serious about football, otherwise you can not been seen as major global sporting goods company spleen." & Nbsp; Adidas soccer shoes and apparel now in the market leader, about It has a 70% share of the global market. However, this market will reappear one or two large companies. & Nbsp; & nbsp; & nbsp; Fellman to find a place in a small movement overseas especially enthusiastic. He said that this is mainly by people who love the sport especially in a country - Denmark's handball, England cricket, Japanese baseball. For both companies, the methods are established sales network, discover local tastes - British just like the white plate shoes, like Japan in particular light running shoes - and then sell like crazy. The two companies signed the budget advertising and reportedly exceeded $ 200 million, they export their brand awareness efforts have affected the country. & Nbsp; & nbsp; & nbsp; the power of celebrity marketing strategy is no longer a secret. Today, the star from pizza to Cadillac sedan anything promotions. Jordan is Hans underwear and McDonald promotions, Shaq belong to Pepsi. Knight would like to control through a comprehensive management contract & nbsp; Nike athletes. & Nbsp; Nike is now negotiating with the star Dion Sanders and Charlotte rhubarb peak center Alonzo Mourning team sign???. But & nbsp; Nike and & nbsp; Reebok are likely to put their strategies in the face more trouble to the future, because many advertisers positive attack on all fronts to win over those sports stars. & Nbsp; & nbsp; & nbsp;Nike KD 7 details tushang 2014-09-15 12:32:18
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