Nike is the largest seller of athletic footwear and athletic apparel in the world (“Nike, Inc. Income Statement” 1). The Nike swoosh is one of the most recognizable business logos on earth. It is more than a symbol of excellence in brand marketing. Nike has revolutionized the way companies approach the sports market. Nike gets involved in anything related to sports, including technological breakthroughs, retailing, sports management and sports promotion.

Nike operates in a market that is consumer-oriented. This means that the demand for the Nike's goods heavily depends on the popularity of the various fitness activities. The company adjusts continuously their product mix in order to meet demands. It manages its business carefully, leading in aggressive marketing styles and innovative products (“Nike Production Facts” 1).

When Knight and Bowerman created Nike, they decided to create a company to win, for the "ultimate victory" (“Nike Production Facts” 1). This

Cost of sales 5,494 6,065 5,503 Selling & Administrative 2,426 2,624 2,304

Major business line % in Nike's revenues

Nike is a young company and it grew up quickly thanks to the popularity of sports and the importance of sports among teenagers' lives (“Nike Corporate Profile” 3). Nike is an example of globalization: globalization of market, it sells products everywhere and the Nike swoosh is famous all over the world, globalization of production because Nike took advantage of national differences in the cost of production by opening manufactures in Asia. Nike has kept their eyes on the recent development of the World Trade Organization’s agreement in order to obtain an advantage of these constraints (“Nike Corporate Profile” 3).

Basic earnings per common share 1.59 1.38 2.76

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