17,085 $m
Sporting Goods
Nike continues to cement its reputation as the world’s leading innovator in sportswear, footwear, and sporting goods. The brand returned to growth in the past year with revenue increasing across every category and region, up 16 percent to USD $24.1 billion, the highest rate in 15 years. Fast Company recognized Nike’s groundbreaking initiatives, calling it the most innovative company of 2013. The “Flyknit” racer, a shoe created from a single piece of thread rather than layers of fabric, is a revolutionary sustainable approach to manufacturing that shows Nike is still at the forefront in sporting apparel. Additionally, the game-changing Nike+ FuelBand, a wearable technology that records, connects, and inspires the wearer to “just do it,” is one of the most impressive consumer releases of the past two years. It’s a clear signal that Nike has moved beyond conventional category boundaries toward creating a true lifestyle brand. Nike continued partnering with the world’s elite athletes, including Rafael Nadal and LeBron James, but the brand also experienced the risk of celebrity endorsements, cutting ties with Lance Armstrong after his high-profile doping scandal. Looking to 2014, the FIFA World Cup presents a real opportunity to challenge adidas’s football supremacy, given Nike’s sponsorship of host nation Brazil. Nike’s enduring dominance, “always on the offense,” lies in the strength of, and commitment to, its brand, a mythology it continues to evolve, develop and communicate in every interaction with consumers.