The Culture of Nike
Nike: Past and Present
Today, most of the world is familiar with Nike not just for their sneakers but for their bold choice of colors and patterns as well. Phil Knight started Blue Ribbon Sports in the early 1960s as a company that imported cheap imitations of expensive shoes from other companies. In 1993 in the Asia/Pacific region, Nike’s total revenues increased by 135% to 178 million, with a market share of 10% [4].
It is fair to say that Nike began to construct their consumer culture through athletic endorsements such as Michael Jordan, Bo Jackson, and Kobe Bryant [2]. As stated in a book about Nike by Tracy Carbasho, “Just as the faces have changed to include today’s popular sports professionals the messages have evolved to be consistent with the times” [1]. Nike has always been a trendsetter within the fashion community with college students and young athletes who become walking marketing opportunities for the company.
Through Nike’s own website, “Nikeresponsibility.com”, you can explore everything from the lifecycle of Nike products to an in depth analysis on their CR report [5]. Originally a sportswear and accessories producer, Nike has now expanded its parameters to include environmental issues, and urban design strategies. Not only is Nike concerned with the typical athletic footprint but with their environmental footprint as well. Their website boasts lowered emissions in energy, chemical, water, and waste.
Nike also happens to have a hand on the future generations of the world with their large contributions to college athletic programs. It’s on most college campuses that you can really see Nike’s presence in not only Oregon, where Nike started, but all over the country. Nike apparel and accessories can be seen on almost every student which begs an important question.
Why Nike?
Today consumers are still buying up Nike products left and right, with inventions such as Nike Lab, a consumer space that highlights the brand’s most advanced products, and limited products, Nike has found a way to insure interest in their products through uniqueness and limited availability. Even their oldest and most popular products are finding their place in today’s society with new additions and versions becoming available almost every year. Nike has exceeded the stage of being a business miracle. Instead, it has more cultural significance than it does business connotations. As the 1993 NIKE Annual Report declares, the success of NIKE around the world is "driven by two principal forces: the soaring interest in sports, and NIKE's unique emotional ties to customers"[4].
Corporate Affairs
Keenan Seguancia is a current senior at OSU in the college of business. In the summer of 2014 he completed an internship with Nike and as a result, has secured a job with them when he graduates this spring. I recently interviewed Keenan paying special attention to his authority of the topic because of his involvement in the company.
How was working in HR?
It isn’t as glamorous as most people think but that doesn't take away from the opportunity.
In HR it wasn’t just hiring we also did payroll, compensation (bonuses) as well as HR tech, we were behind the scenes which is the most important.
What was the campus like?
It was originally built on a swamp, and that made it cheaper to be in the heart of the city. It has a lake, forest paths, and it’s built off of a college vibe. It is really fun and energetic, lots glass, looks advanced. They have 2 gyms and I played soccer at lunch everyday. Because 3-5% of building must go to art, as required in oregon, art was around whichever campaign they were working on at that time. Most of the time the art is of famous athletes.
Were you able to be apart of the creative process?
As an intern you can use your intern card and schedule meetings to shadow executives and have special talks with interns.Towards the end of the internship we were placed in a 9 intern team with interns from different groups around campus.We were given a black badge, which is essentially a card that reads into every building. However we couldn’t go into the innovation buildings which were named, mia hamm and jerry rice.I was kind of involved in the creative process, because I was chose to test items that are ten years out or so. The designs didn’t have tags and they were just in their first steps of becoming a true Nike design.
Are there special perks for working there?
There are the gyms, workout classes, access to the employee store as well as free public transportation. For interns, we were all treated as full time employees. Temps can’t go to employee store all the time only 2 times a month but we had unlimited access. We were also hourly and exempt to overtime. We had a living stipend and weren’t required to live on campus. However Nike does provide corporate housing that is furnished but expensive.
Usually those from out of state live in the corporate housing, mix of single and family but no one younger than 22-23.I received $150 dollars in gift cards or products for every test I did and then lots of free gear for being an intern.
What was the office structure and work environment like?
The offices were open space concept to enhance collaboration and were really bright.
There was athletic stuff all around, hoops, and equipment. We could schedule treadmill meetings, or take breaks to rejuvenate physically. There was no free food really, the cafeterias were not free, but there was a lot of free beer, I even had my own keg in my office. Most people don’t know it’s a public campus and people can even visit some of the buildings. Overall the culture of campus is very inclusive to both the public and those that work for Nike.
Brand loyalist
Nathan Reid is a 2014 graduate of Whitworth University in Political Science but has always had a love of Nike and a dream of working there, so far he has had the opportunity to work in one of the outlet stores but his office job dreams are still on the horizon.
What would you call yourself in regards to Nike?
I would say I’m mostly a consumer, actually I think “brand loyalist” would be a better choice of words.
I think that I would also throw former employee into the mix just to give myself some credibility.
How long have you loved Nike?
Well I’ve been a consumer since high school but then switched over to brand loyalist in College, I honestly am such a loyalist that I only own Nike gear and no other competing brands, such as Adidas or Under Armour.
How was working in Woodburn at the Nike outlet?
It was “alright” everyone is really invested in the Nike brand but the Woodburn outlet is one of only 3 that received product shipments overnight and had a crew that worked 24/7 so while I enjoyed working there I can say that I did not enjoy working in retail.
I was mostly in back stock so it wasn’t the customer service that was annoying but the hours were the things that were tiresome, inconvenient and repetativ.
What are the special perks for working there?
Nike paid for 2 work shirts and 2 pants and shoes under $75 but you have to pay tax on it so it was $10-$15 dollars.
We also had access to employee store and access to online which is 40% off retail
What was the work environment like?
It was pretty fast paced, high energy, depending on the shift people would be super focused or laughing and talking.
The other employees were easy to get along with but there was little down time so we didn’t know much about each other.
Describe the product testing:
It was an online application where you had to fit a range of size requirements and then from there you have a chance to
be selected. I tested about 6-7 things mostly shirts and sweatshirts. When Nike sent the products they didn’t include any info on the product so I didn’t really know what was being tested or what innovation was being implemented.
Wash throughout and then again before returning it and then fill out a survey.
Buying and selling online:
I have a good knowledge of new products mostly shoes because I’m always keeping myself up to date on the new editions.
My secret is that I use twitter to stay updated on new shoe trends from there I follow distributors and people who have info leaked to them through Nike employees.
It used to be that those people would leak links to get limited edition shoes typically Jordans, but now if you don’t have computer bot programs that automatically cart up to 100 of each limited shoe in various sizes you don’t have a chance of getting any of the shoes.
If you have “carted” shoes you can sell the fact that you have access to the shoe, so people will pay you and give their login info and then the person with the carted shoes will transfer whatever they agreed on with the purchaser into their cart online. The most expensive shoe I have sold is $950 and I bought those shoes for $570.
Collegiate consumer
Meesha Baldree is a previous junior college track athlete who is very familiar with Nike products. A student at OSU, Meesha also works at The Sports Authority in Corvallis, Oregon which only increases her knowledge of such products.
What do you think of Nike as a company?
It is visibly appealing but it’s not the most durable
I think they are innovative and always trying to appeal to what they assume consumers think is popular and always conducting testing on their products to improve them
When were you first introduced to Nike products?
Freshman year of high school, I think, because of the sports that I started. But I didn’t necessarily seek it out.
Did Nike ever give gear as sponsorship to your track team?
I don’t know if Lane (Community College) was given gear as sponsorship or if the school's athletic department paid for it, but it was free for the track runners (shoes and shirts).
We also had all Nike uniforms for the races which were our singlets.
Were your track spikes predominantly Nike?
Yeah, I only ever wore Nike track spikes and they fit well.
Do you wear them more now as opposed to before you ran track?
Nike is everywhere and after wearing it for so long it becomes second nature to just pick it out
As a result of your job would you say that at OSU you notice people wearing Nike?
Yeah and also things that I own, if I have a Nike sweatshirt that is a specific design, let’s say, then I tend to notice all the people on campus wearing the same one.
Even in her extracurriculars and doing her hobbies such as running and rock climbing, Meesha wears Nike because it’s convenient.
Nike University
Nike continues to gain popularity and inspire creativity with their customizable apparel. Surveys in 2010 concluded that for the fifth straight year Nike ranked as the most favored brand by college students [3]. With Nike ID, customers can add stitching to their shoes with initials or whatever they want. With Nike ID it allows those that want the style of the top selling shoe, such as the Nike free (pictured in the ad on the right) to break away creatively and design their own unique color palette. Whether it be going to class, walking the dog, or simply hitting the gym for some cardio Nike seems to be a college student’s go to apparel; especially in Corvallis at Oregon State University. When it comes to choosing bolder and brighter, Nike has most people saying “Just Do It”.
Sources
[1] Carbasho, Tracy. Nike. Santa Barbara: ABC-CLIO, 2010. Ebook Library. Web. 27 Apr.
2015.
[2] Chen, Roger. Just Do It : An Analysis of Cultural Factors behind the Growth of Nike,
Inc. (1994): n. pag. Oregon State University Library. Web. 24 Apr. 2015.
[3] "College students love the swoosh." Youth Markets Alert 1 Feb. 2010: 5. Business Insights:
Global. Web. 26 Apr. 2015
[4] NIKE, Inc. 1993 Annual report
[5] "Sustainable Business Report." NIKE, Inc. N.p., 2014. Web. 24 Apr. 2015.