Nike (www.nike.com) is the largest seller of athletic footwear and athletic apparel in the world. Nike’s strategy for growth around the globe is to develop greater reach into diverse market segments. The three main segments are: (1) performance athletes,

(2) participant athletes and (3) those who influence the world and the culture of sport. Partnerships are formed with athletes not just because of their status, but also because they are integral to the product development process. For example, to increase market share in Europe, Nike needed to produce a strong soccer product, which it did with the help of star soccer players.

Questions

1. Discuss how Nike’s growth can be attributed to its targeting of diverse market global segments.

2. Why and how did Nike penetrate the European soccer footwear market?

3. What are the key driving forces behind Nike’s international competitiveness (versus Adidas) in soccer footwear?