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A global icon that transcends its category, Nike continually increases the power of its brand through innovation — its greatest strength. In 2012, Nike delivered numerous game-changing products and slyly leveraged the London Olympics to its advantage. An “ambush marketer” rather than an official Olympic sponsor, the brand attracted publicity, spotlighted new products and managed, as always, to link world-renowned athletes to its latest offerings. As part of its long-term growth strategy, Nike announced its intention to divest its Cole Haan and Umbro businesses, which will allow it to focus its resources on driving growth in the Nike, Jordan, Converse, and Hurley brands. Nike is also using social media skillfully to generate awareness and buzz, while continuing to engage the public through events and contests like The Chance, an athletic talent search. It is also expanding its breadth by incorporating technology platforms into all of the work it does, which has kept Nike well ahead of competitors. Though Nike is increasingly seen as a sustainability leader, the company still needs to improve its supply chain and environmental record. In this regard, initiatives such as “Zero Discharge of Hazardous Chemicals” in manufacturing by 2020, are highly relevant for the brand.
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