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Why Nike is Successful in Sport Area among International Students in the UK - Essay Example

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This essay declares that the Nike brand of sports apparel represents a large portion of the sportswear industry market on a global level. As the most popular brand of sportswear in the world, the products that they carry have an appeal within institutions with a multi-cultural mix of individuals…
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Why Nike is Successful in Sport Area among International Students in the UK
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Why Nike is Successful in Sport Area among International Students in the UK

Download file to see previous pages... According to the paper the power of the branding  is evident in the level of success that has been attained. In the United States, Nike sells a minimum of 20% of all athletic shoes sold. In addition, there are 18,000 retail stores worldwide located in over 140 nations. In the U.K., Nike holds 13.1% of all athletic shoe sales, with the most competition coming from Adidas at 12.3%. With such a strong position in the market and a powerful brand that has a deep and meaningful mythology within the consumer philosophical framework, the brand in unlikely to lose momentum in the near future without a catastrophic external impact on its image.
It is the intent of this study to give a preliminary look at the way in which the brand holds popularity for international students in a U.K. university environment. While it clearly holds popularity with U.K. students, it can be observed that the brand has a specific popularity with international students as well. The draw to the Nike brand is unique in that it is a single, iconic brand that seems to universally attract consumers. In this study the impact that the brand has on the international student consumer will be examined through a quantitative study and discussed through the findings of that study. Nike shoes were originally designed by Phil Knight and his original sales were sold out of the back of a green Plymouth Valiant, which is now a legendary automobile. Knight started making and selling athletic shoes in 1964.  ...Download file to see next pagesRead More
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