... hockey equipment, respectively, and are sold under those brand names. Nike operates in 140 countries, employs 22,000, and is led by their legendary CEO and co-founder, Phil Knight (Nike 10K). Nike has many strengths, which help make it the most dominant force in shoes and apparel. One of their biggest strengths is undoubtedly its brand name, logo, and total image. The brand Nike is universally recognized, its swoosh logo is easily known by the vast majority of people, and its image with athletes is unmatched, which is largely due to its high-profile celebrity endorsers (Strasser, p.17-20). These celebrities, including Michael Jordan and Tiger Woods, are at the core of a brilliant marketing department that has created numerous popular advertisements. Nike has placed its logo on the uniforms and shoes of thousands of professional and amateur teams and athletes around the globe, making it incredibly visible. Nike is also dominant market ...

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