Underpaid workers in Indonesia, under age workers, poor working conditions in China and Vietnam and women who underwent child labor in Cambodia and Pakistan whilst working have contributed to a global outrage over Nike's exploitation of globalisation. .
At the National Press Club Phil Knight (1998) promised to improve the working conditions in Nike's overseas factories and admitted, "The Nike product has become synonymous with slave wages, forced overtime and arbitrary abuse. I truly believe that the American consumer does not want to buy products made in abusive conditions.".
Through Globalisation Nike has been able to expand their brand from the United States to 45 countries all over the world with more than 700 retail stores. In order for Nike to maintain and establish their global representation, Nike had to adapt and adjust to each culture for Nike to be successful. Nike's success can be narrowed down to its product. The sports wear and equipment sold is not strictly for Americans, but for any athlete that competes or participates in sport. Because sport is universal and Nike is one of the leading stores in this area it can be adjusted to suit any foreign market with the right advertising. .
Nike has adjusted to foreign markets by including multiple language settings for their main websites, recorded nation specific adds for their products, and has spearheaded specific campaigns relevant to different countries. For example advertisements for Nike in Japan feature Japanese sports stars, are recorded in Japanese and also feature Japanese specific products and deals only available for Japan. This can also be seen in Nike's African campaign 'Fight AIDS in Africa with (NIKE)RED laces'. This campaign aims to educate and provide funds to help cure aids in Africa by donating 100% of the profits when consumers buy (NIKE)RED laces. Not only is Nike becoming involved in the local issues where their stores are located, but they are also creating awareness and working towards change for the better in these communities.
