Guide to enviromental/trend analysis

Action Team ) that established in 1997 to develop the Nike 's concerns on sustainability . Their objectives include

Adopt sustainability concerns to whole Nike business practice

Develop Nike products that use environmental-friendly fabrics materials , and technologies (Oregon Natural Step Network , 2001

Social /Cultural

Selling sneakers does not merely relate to the high technology but also high touch . This situation means that there should be an attractive approach that drives consumers to visit Nike outlets and buy Nike products

This condition drives Nike to figure out which celebrities to be the

Nike 's ambassador in promoting the Air Jordan lines . According to Cabell (2007 , the best promotion is to use the appeal of well known celebrities

Concerning the Air Jordan lines , it is quite difficult to use endorsement since the Air Jordan is named after Michael Jordan . However it does not lessen the promotion scheme since Nike find new attractive method by using active NBA players like Detroit Pistons ' Richard Hamilton and Minnesota Timberwolves ' Vin Baker to use Nike Air Jordan series

Reference

Cabell , A .K (2007 . Celebrity Endorsements Reach for The Stars http /www .brandchannel .com /features_effect .asp ?pf_id 160

Crowley , Michael (1999 . Case against Michael Jordan . Retrieved March 5 , 2007 from http /weeklywire .com /ww /01-25-99 /boston_feature_1 .html

Deutsch , Keuth Alan (1999 . Why Generation Y ? Here is Why ! Retrieved March 3 , 2007 from HYPERLINK "http /www .specialtyretail .net /issues /June99 /why .htm http /www .specialtyretail .net /issues /June99 /why .htm

Oregon Natural Step Network (2001 . Nike , Inc : Natural Step Case Retrieved March 5 , 2007 from http /www .ortns .org /documents /Nike .PDF

Sturges , Jane (2006 . Keep on Running : The Training Shoe Business . Open University

Smith , Mike . Creating Winning Strategies for Generation Y ' Media Management Center . Retrieved June 27 , 2004 from

Visual Culture

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