Word: nike
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...essence of Nike is that it is a multibillion-dollar company built by pretty good athletes to serve great athletes, a place where work is play and play is damned serious. "We are in the sports business, not the shoe business," says Mark Parker, a vice president and former shoe designer who has been Nike's chief strategist. "It is not just a better definition of what our epicenter is but what we are all about." That's why, for instance, Nike bought Canstar Sports, which makes Bauer hockey equipment and inline skates; why the swoosh has been extended, with...
...apparel, Nike is attempting to turn sweatshirts and shorts into real athletic equipment that it calls "total performance product." Its fabric is skinlike, a point being made by a series of ads that feature pictures of such star athletes as Michael Johnson, Scotty Pippin and Gabrielle Reece wearing not so much as a sock...
Reebok and Adidas plan to match Nike on the technological front, but a big change is happening in how they sell. Reebok, in particular, is parting company with many high-priced athletes. "I have all the autographs I need," says Fireman...
...Nike is staying hitched to the stars. Indeed, it is hard to overstate Nike's veneration for top jocks. The company's verdant campus headquarters just outside Portland is a sort of perspiration museum. Knight's office is in the John McEnroe Building. Other structures are named for Jordan and marathoners Alberto Salazar and Joan Benoit Samuelson. Preschool linebackers are dropped off in the Joe Paterno day-care facility, while the grownups work out in the Bo Jackson sports center...
...then cheap, he could undercut the dominant player, Adidas. At first he merely imported Japanese running shoes. Then Bowerman, in the kitchen one morning, had one of those Aha! ideas. He made an outsole by pouring a rubber compound into the waffle iron. The waffle trainer was born--and Nike was ready...