Nike, with their own business in the United States to defeat the spirit of adidas, when as a major rival Reebok in the early 80s to come out after the men's Nike to produce a culture of sports as the focus seemed to be somewhat short-sighted. Nike has unforeseen areobic soft leather shoes by the importance of this type of shoes for women of all ages. In 1986, Reebok over Nike, Inc. has become the industry leader. Knight to be inspired, he formulated the administrative rules to support the maintenance of the credibility of the central tasks of the trade mark. In 1981, he began to transform the company. He has a large shoe department is divided into several smaller departments, each in charge of a small sector of sports shoes, so to speed up the product development process, he set up a production, marketing, advertising linked to system composed of a whole company. The result is that companies work together to develop a variety of shoe type, and as a means of advertising for Nike shoes, creating a powerful image of sensationalism.


Enterprises and products shaping and dynamic perfect image of the company's strategic objectives. Knight believes that the capacity of young people to imitate very, very sensitive to the brand, the campus wearing the star characters too often the object of imitation, so as long as trying to get the most charismatic athletes to wear Nike, it will surely be able to attract national number a large number of people to imitate. The greatest was a world-class star, red Jordan Nike excellent grasp of the unique ethos, that is perfect and vibrant style of work. Nike, through the auspices of the "first night", but also become a favorite of millions of sports idol. Nike become a four billion U.S. dollars sales of large-scale company, its anti-traditional threats to the image, a business commentator called: "The Knight found that Nike, Inc. in the United States quickly became the commercial and sports have a combined The ambivalence of ordinary lightning. "Knight himself said:" When you are growing the family business, you must pay attention to cooling the enterprise, but do not put out fire out. "In the United States, although each sold there are three pairs of shoes in a pair of Nike marked trademarks Swooshk, but the analysis shows that, as of May 31, 1994, Nike will be this year's total revenue fell 6 percent, fell to 3.7 billion U.S. dollars. The largest sales market for basketball shoes, the sharp decline in Nike's most important potential market is Europe and Japan, but the two do not how the country's economic boom.

The core of the problem lies in the fact that over the past few years Nike has been promoting the development of consumer - young people and early 20's the younger generation has abandoned their travel, they tired of the athletes involved in proliferation of footwear ads. They are looking for new and less commercial gas products - similar to coarse wrinkle leather shoes. Nike All this affected the stock price in November 1990 reached a peak in 1992 decreased by 40%, 35% of Knight's stock, worth 2.3 billion U.S. dollars over the past, now only worth 1.3 billion U.S. dollars. Many analysts believe that Nike has dropped to the lowest valley, they estimated that in 1995, Nike's profit rose 12 percent to about 316 million U.S. dollars. Although still lagging behind the 1992 financial year profit, but announced on March 15 of the 3 / 4 results, so that Wall Street found they have been looking for signs of good news. Order situation in the summer months there is a little better, the new models - including the newly launched series of basketball shoes - will be welcomed by retailers, but 56-year-old chairman of Nike, Inc. are still worried, he should know that have been saturated in the U.S. market again he had to create the kind of growth is no longer possible. He spent a lot of time to consider two things; How can we achieve these objectives, without the loss of the company's critical to the success of the innovation, entrepreneurial spirit. Knight eccentric and inscrutable.

In order to achieve company goals, corporate culture reforms. Knight has been a few months not to interfere in the daily affairs of Nike. In order to cope with the current situation it is difficult to master, Knight once again participate in the decision-making. This is exactly the fact of the departments in charge of Nike, Inc. • Chris Van Dyke is: "Knight has returned." Mid-February, chairman of the board convened 31 senior management in the Oregon seaside villa manager meetings, which 8 is the manager of the overseas subsidiaries. At the meeting, he announced in June, 42-year-old Clark will succeed 66-year-old Nike president Richard Donahue •. The new appointments are generally supported the company from top to bottom. Clark, that it has fully affirmed to strengthen the communication links as a means of absorbing ability, as well as Nike, Inc. The "laggards" give full play set up the big stage. But Nike, the new strategy requires the full cooperation of various departments. In a mid-level management meetings, president of g-bit to 60 grams of managers on the "cooperative approach" the importance of Knight, although usually do not like meetings, but also back to attend the meeting. Clark said that Nike, Inc. in making a more open communication channels and speed up decision-making is not enough to do. "Our genes sense of growing cooperation," he concluded: "However, previously part of the kind of people gathered in the hall decision-making days are gone forever." Knight, listening patiently, until Clark invited him to - the unexpected guests - to the front, he wore double-breasted suit and a pair of flat sandals dowdy, Knight looked disheveled. He walked slowly across the aisle, when the lights with him, he眯起a gloomy eyes, he used a joke to emphasize the importance of channels of communication: "A few days ago, Sean • Eckhart head into a frog bars. bar waitress asked: 'What is' the frog replied:' I do not know. the beginning, it is my ass on a long sarcoma '. "Knight, through a joke to pass on information managers is: we must move toward success, but you can not lose a sense of humor, as well as our culture of treason. To the United States, only a few as Chief Executive Officer of Knight, as there is in the employees before they will be able to rejoice, and his legendary charm is that he played one of the most insignificant gesture, but also people throughout the brilliant Nike recalled history.