is the worlds #1 athletic shoe and apparel seller. Nike currently employs 20,000 plus employees, with total sales of $9.5 billion. Nike and the athletic shoe industry have evolved into one of the most competitive market in recent years. However, analysts believe that athletic shoe sales will slow down over the next few years. The slowdown will come with the change in consumer trends. For instance, the younger market is beginning to buy shoes that are more casual and work boots. Another reason for the slowdown is that people are buying more medium priced athletic shoes and not going for the high price brand name shoes. As a result, this is bringing Nike a lot more competition to surpass. In order for Nike to remain on top of the athletic shoe industry, they must establish an exceptional global strategy. If Nike does penetrate the global market successfully, this will give the company an overall competitive advantage. Nike does not only sell athletic shoes, but a wide variety of sporting goods and clothing. They also design, develop, and market high quality active sports apparel, equipment, and accessory products. Their huge lines of products are for just about every sport in existence. Their products are for men, women, and children of all ages. Nike has 20,000 plus retail accounts throughout the U. S. using independent distributors and has contracts with 140 other countries. The company also has agreements with Internet companies and subsidiaries. Nike, Inc. has many retail outlets around the world, including their famous outlet NIKETOWN located in major cities. Even with numbers like these for Nike to remain viable and the market leader, they have several issues to address. Immediate needs that Nike needs to address are continued cost controls, manufacturing facilities, and market studies. Long term needs to address include possible acquisitions to broaden market share or enter new ones, elimination of long term debt, reduction in payables, and re-thinking of market lines as products enter down cycle.