Nike

However Nike's image began to spread around the world and the company decided to look at other markets like Europe and Asia. In this part of the writing, I will focus on the description of Nike's web site (www.nike.com). Any person who accesses to this page can understand how global Nike is. In fact, the first thing you can see is the division of the world that the company makes: North America, Europe, Asia and Latin America. Africa is excluded not only because the market for sports apparel is quite small but mainly because few people have access to the internet in this region of the world. By entering the site "About Nike" we can see the global information about the company with the latest news. However, if we enter each region's web pages we can see how local Nike's strategy can be. On the one hand, the company's US page is the most global one because it shows all the products they have for each sport with the new advertising campaign "enjoy the weather". On the other hand, for the rest of their markets Nike has chosen a more local perspective. In fact, the European and the Latin American web sites focus on what is considered "the" sport of these people: soccer. For this purpose, the company shows the local European "heroes" (Henry from France, Mendieta from Spain and Totti from France) and the Latin American ones (Ronaldo from Brazil and Claudio Lopez from Argentina). In order to reach even better these local markets, we can read the European web in five languages (Spanish, German, French, English and Italian) and Latin American in the main two languages (Spanish and Portuguese). In Asia Nike's strategy is even more localized between Japan, Hong Kong, Korea and Taiwan. The main reason is that the dominant sport activity differs from country to country. In Japan for example, soccer is becoming more and more important in part due to the European teams that are trying to get some Japanese players leave their country to improve their skills.