Nike's Marketing and Founding Story: Reading Guide for Extensive Reading [English] June 2023 Issue

Non-fiction Edition - June 2023 Issue -

Written by: Akiko Ito (Member of the Japan Extensive Reading Association, Certified Public Accountant)

Nike's Marketing and Founding Story

This time, I will introduce books about the global sports brand Nike.

The first book is From an Idea to NIKE.

It is a business book for children. As the subtitle How marketing made Nike a Global Success suggests, the main focus is on explaining Nike's marketing strategy.

Especially from chapter 6 onwards, marketing terms and theories are explained in an easy-to-understand manner based on examples such as Nike's stagnation after going public, the explosive hit of Air Jordans that broke through it, the birth of 'Just Do It,' and contracts with numerous athletes including Tiger Woods.

It is a valuable book where you can read about Nike's founding story and management strategy in simple English.

The second book is Phil Knight's autobiography, Shoe Dog, which is a must-read when talking about Nike.

It was translated into Japanese with the title 'SHOE DOG: Everything for Shoes' and became a bestseller.

Phil, who was a runner himself and devoted to track and field, decided to start a business dealing in shoes. He traveled to Japan, negotiated with Onitsuka Tiger (now ASICS), and secured a sales contract for the United States.

It depicts the subsequent friction and lawsuits with Onitsuka, financial difficulties, the encounter with Nissho Iwai, and the journey until the 1980 IPO, keeping you on the edge of your seat with the precarious, tightrope-walking management until the very end.

It also covers why the company name became Nike, as well as the episode of the birth of Nike's trademark, the Swoosh.

Shoe Dog also has a Young Reader’s Edition (mainly for middle school students and older in the United States).

(1) 'From an Idea to Nike: How Marketing Made Nike a Global Success'

It explains to children the trajectory of how Nike grew into a global company and its marketing strategy.

It is easy to read with plenty of illustrations.

(2) "Shoe Dog: A Memoir by the Creator of NIKE"

An autobiography of Phil Knight, the founder of the global sports goods manufacturer Nike.

The story from 1962 to 1980, covering how he overcame adversity until Nike went public.

And, in the final chapter, he looks back on his life.

"Extensive Listening and Reading Magazine June Issue"

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