1-Nike becomes the first brand of sport shoes .

the brand is a reference in sport

shoes for men,women and children ,and also offers models of sportwear shoes
,that focus on diversity ,its collections to a very large number of sport.

2-In 2000, nike had become the world's leading company of sports goods with
40% of footwear market. On the other side, adidas only held 15.1%; moreover,
Reebok took only 10.9%. This means that Nike shows a branding strategy to
promote its different products.By a total turn over of 57% of the sports shoe
business market.

3-"Just do it!” With this slogan, that Nike is trying to convince consumers to
buy its famous sports equipment, Nike is a brand for all age groups whether
men, women or kids.

Nike is going after 3 kinds of customers:

Woman: Sales of Nike's training and running apparel for women grew by
double digits outpacing the men's business

Young athletes: Nike gets young athletes to wear its products through
sponsorships with local leagues, clubs, and federations. It also sees
partnerships with professional athletes as an important way to draw in young
customers.

Runners: Much of Nike's innovation efforts are focused in the running category,
Nike sponsors grassroots running events around the world to recruit new
customers.

4- Nike is amongst the top three companies i.e. Nike, Adidas and Reebok and
these two companies are the top competitors of Nike .. With all the strong
competitors, Nike has managed to hold the position as the leading brand
however this does not mean that Nike does not have constant competitive
pressures to face and other businesses to look out for.

5- Competitive advantage simply means what the company is best at. Between
the sources of competitive advantage of nike :

 Innovation : product innovation has become important due to fast

changing tastes and preferences of the customers ,nike has maintained
strong focus on innovation , it is also careful about its customers'taste and
their need for stylish athletic wear .
  Global presence : nike is a global brand ,it has more than 1180 stores
around the globe

 Marketing : nike is known globally for its unique marketing strategy and
techniques .

 Customer base : nike has the largest customer base of all the sports shoe
and apparel brands .

 Product range : nike has brought a large product range to the market .it
offers products in six categories which include : Runing , basketball
,fotball , training and spotwear

6- Nike applies a branding strategy to promote its different products. The idea is
to associate the brand with a sportsman's name: Michael Jordan and others.Nike
seeks to associate an athlete such as Cristiano Ronaldo and Rafael Nadal this
will help the company to sell products and promote its technology and design in
the brand's commercials, or a group of athletes (a football team) such as FC
Barcelona, Manchester ..