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COMMUNICATION PATTERN

OF

SUBMITTED TO: SUBMITTED BY:

Ms. RICHA MANOCHA MOHINI GUPTA ( F-12)

NEHA KHANNA (F-07)

INTRODUCTION

Nike is a major publicly tradedsportswear and equipment supplier based in the United States.The company is headquartered near Beaverton, Oregon, which is part of the Portlandmetropolitan area. It is the world's leading supplier of athletic shoes and apparel[4] and amajor manufacturer of sports equipment with revenue in excess of US$18.6 billion in itsfiscal year 2008 (ending May 31, 2008). As of 2008, it employed more than 30,000 people

worldwide. Nike and Precision Cast parts are the only Fortune 500 companies headquarteredin the state of Oregon, according toThe Oregonian.

The company was founded in January 1964 as Blue Ribbon Sports by Bill Bower man andPhilip Knight,[1] and officially became Nike, Inc. in 1978. The company takes its name fromNike , the Greek goddess of victory. Nike markets its products under its own brand as well asNike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding and subsidiaries including ColeHaan, Hurley International, Umbro and Converse. Nike also owned Bauer Hockey (laterrenamed Nike Bauer) between 1995 and 2008.[5] In addition to manufacturing sportswear andequipment, the company operates retail stores under the Nike town name. Nike sponsorsmany high profile athletes and sports teams around the world, with the highly recognizedtrademarks of "Just does it" and the Swoosh logo.
http://en.wikipedia.org/wiki/Public_companyhttp://en.wikipedia.org/wiki/Sportswearhttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Beaverton,_Oregonhttp://en.wikipedia.org/wiki/Oregonhttp://en.wikipedia.org/wiki/Portland_metropolitan_areahttp://en.wikipedia.org/wiki/Portland_metropolitan_areahttp://en.wikipedia.org/wiki/Athletic_shoehttp://en.wikipedia.org/wiki/Clothinghttp://en.wikipedia.org/wiki/Clothinghttp://en.wikipedia.org/wiki/Sports_equipmenthttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Precision_Castparts_Corp.http://en.wikipedia.org/wiki/Fortune_500http://en.wikipedia.org/wiki/The_Oregonianhttp://en.wikipedia.org/wiki/The_Oregonianhttp://en.wikipedia.org/wiki/Bill_Bowermanhttp://en.wikipedia.org/wiki/Philip_Knighthttp://en.wikipedia.org/wiki/Nike_(mythology)http://en.wikipedia.org/wiki/Nike%2Bhttp://en.wikipedia.org/wiki/Air_Jordanhttp://en.wikipedia.org/wiki/Nike_Skateboardinghttp://en.wikipedia.org/wiki/Cole_Haanhttp://en.wikipedia.org/wiki/Cole_Haanhttp://en.wikipedia.org/wiki/Hurley_Internationalhttp://en.wikipedia.org/wiki/Umbrohttp://en.wikipedia.org/wiki/Converse_(shoe_company)http://en.wikipedia.org/wiki/Nike_Bauerhttp://en.wikipedia.org/wiki/Swooshhttp://en.wikipedia.org/wiki/Sportswearhttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Beaverton,_Oregonhttp://en.wikipedia.org/wiki/Oregonhttp://en.wikipedia.org/wiki/Portland_metropolitan_areahttp://en.wikipedia.org/wiki/Portland_metropolitan_areahttp://en.wikipedia.org/wiki/Athletic_shoehttp://en.wikipedia.org/wiki/Clothinghttp://en.wikipedia.org/wiki/Sports_equipmenthttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Precision_Castparts_Corp.http://en.wikipedia.org/wiki/Fortune_500http://en.wikipedia.org/wiki/The_Oregonianhttp://en.wikipedia.org/wiki/Bill_Bowermanhttp://en.wikipedia.org/wiki/Philip_Knighthttp://en.wikipedia.org/wiki/Nike_(mythology)http://en.wikipedia.org/wiki/Nike%2Bhttp://en.wikipedia.org/wiki/Air_Jordanhttp://en.wikipedia.org/wiki/Nike_Skateboardinghttp://en.wikipedia.org/wiki/Cole_Haanhttp://en.wikipedia.org/wiki/Cole_Haanhttp://en.wikipedia.org/wiki/Hurley_Internationalhttp://en.wikipedia.org/wiki/Umbrohttp://en.wikipedia.org/wiki/Converse_(shoe_company)http://en.wikipedia.org/wiki/Nike_Bauerhttp://en.wikipedia.org/wiki/Swooshhttp://en.wikipedia.org/wiki/Public_company


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MISSION

"To lead in corporate citizenship through proactive programs that reflect caring for the worldfamily of Nike, our teammates, our consumers, and those who provide services to Nike"

VISIONHelpful hints and tips on writing a Vision Statement

To bring inspiration and innovation to every athlete*

in the world"

* If you have a body, you are an athlete

STRUCTURE

Nike was founded on a handshake. Implicit in that act was the determination that we wouldbuild our business based on trust, teamwork, honesty and mutual respect. As we have grownfrom a two-man partnership to a global business, our task has been to maintain this sameEthic across our operations. We have put in place corporate governance policies and practices

to help us achieve this. In recent years, we have extended these to include corporateresponsibility issues as a central part of our governance system.

Board of DirectorsNikes board of directors is responsible for corporate governance in compliance with the U.S.Sarbanes-Oxley Act and other laws, and the interests of our shareholders. The board iscurrently composed of 10 members, eight of whom are independent non-executiveDirectors as defined under the listing standards of the New York Stock Exchange. Six boardcommittees share responsibility for overseeing specific policies and procedures, includingaudit, compensation, corporate responsibility, executive, finance and nominating andcorporate governance.

COMMUNITY REALTIONS

Nike sponsors many of the colleges sports teams in Oregon, including athletic teams at the

University of Portland.

As far as community expectations as laid out in our textbook Nike meets, if not exceeding all

four. The appearance of Nike headquarters is nothing short of "attractive, with care spent onthe grounds and structures," as Fraser P. Seitel, the author of our textbook, puts it.
http://www.up.edu/http://www.up.edu/


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Beyond Nike's willingness to sponsor many of Oregon's athletic teams, in 2005 alone, a

study accounted for about 16,580 opportunities for employment from Nike for Oregonian

residents. Not to mention the internships and such they offer to college students. Nike's

community outreach team makes it seems as if Nike has its hand in activities and events all

over Oregon. The stability of the company is illustrated through its constant growth in size.Another characteristic of the organization listed as important to communities.

As for pride, Nike represents its roots in Oregon just as much as Oregonians represent it. The

partnership between the companies in the community is a great example of great community

relations, and as it grows I'm sure it will continue to be.

CORPORATE SOCIAL RESPONSIBILITY

Nike takes foreign timeframes and differing cultural norms into account by working withsuppliers and their employees, other buyers and non-governmental organizations to designCSR endeavors. Nike helps them define the project goals, implementation and accountabilitycomponents.

One of the first steps in crafting a successful CSR plan is defining what good looks like,Morris says. Key elements are designing upstream business processes that support goodworking conditions and efficient product flow. Its also important to clearly define the rulesand hold Nike employees accountable for compliance with Nikes principles. This includessupporting sustainable business practices, encouraging suppliers to invest in worker trainingand by sharing best practices and the results other Nike suppliers have seen when theyimplemented some of those practices in their own facilities. Nike also employs suppliershuman resources department as a strategic partner.

Nike takes these issues seriously. As the first world countries become increasingly aware ofworking conditions throughout the world, corporate social responsibility has becomeincreasingly importantto publicity and to the bottom line. Nike has become a businessambassador, teaching suppliers that regardless of their location or local operatingenvironment it makes good business sense to treat their workers fairly. Suppliers, for theirpart, increasingly understand that the benefits of ethical practices can enhance their ownbottom lines, through expanded markets, better quality, more business and increasedrevenues. Increased innovation through freedom of association, plus a more prosperousworkforce and a more robust local economy are icing on the cake. By working with its

suppliers rather than dictating to them, Nike really is changing the world, one factory at atime.

Nike press releasesNike, Inc. designs, develops, and markets footwear, apparel, equipment, and accessoryproducts worldwide. The company offers various categories of shoes, including running,training, basketball, soccer, sport-inspired urban shoes, and childrens shoes. It also providesshoes for aquatic activities, baseball, bicycling, cheerleading, golf, lacrosse, outdooractivities, skateboarding, tennis, volleyball, walking, wrestling, and various athletic andrecreational uses. In addition, the company offers sports-inspired lifestyle apparel, athletic

bags, and accessory items. Further, it provides a line of performance equipment, includingsocks, sport balls, eyewear, timepieces, electronic devices, bats, gloves, protective equipment,
http://www.nikebiz.com/media/pr/2005/02/14_oregon.htmlhttp://www.nikebiz.com/media/pr/2005/02/14_oregon.html


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golf clubs, and various equipments designed for sports activities under the NIKE brand name,as well as markets apparel with licensed college and professional team and league logos.Additionally, it offers licenses to produce and sell NIKE brand swimwear, team sportsapparel, training equipment, childrens clothing, electronic devices, eyewear, golf accessories,and belts. Nike, Inc. also markets its products under the brand names of Converse, Chuck

Taylor, All Star, One Star, John Varvatos, Jack Purcell, Cole Haan, Bragano, and Hurley. Thecompany sells its products to retail accounts, through stores, independent distributors, andlicensees, as well as through its Website, nikestore.com. As of May 31, 2008, it operated 296retail stores in the United States and 260 retail stores internationally. The company wasfounded in 1964 and is headquartered in Beaverton, Oregon.

CORPORATE CONSUMER RELATION

Nike entered the new millennium with a brand portfolio that any company would envy and

spokespersons of the likes of Michael Jordan, Lance Armstrong, Roger Federer and others

who, in 2000, were at the top of their game or climbing to the height of their legendary status.

Having dealt with corporate responsibility issues in the previous decade and continuing to

enforce high labour standards and increased monitoring, Nike could go nowhere but up. And

the company reached for the stars. Literally.

Phil Knight told the world on CNBCs special Inside Nike that he doesnt believe in

advertising. On that foundation, Nike has implemented campaigns throughout the

companys history that combine public relations, marketing and advertising. However, per

Knights request, it doesnt look like advertising (Inside Nike).

The cornerstones of these campaigns have been Nikes athlete brand ambassadors. The

following are two of the campaigns that have set Nike apart since 2000.

"Become Legendary"

Legendary is one of the only words that can be used to describe basketball great MichaelJordan. Nike launched the Become Legendary campaign in January 2008 to coincide with

the release of the Air Jordan XX3 in the same year.

The campaign features a series of television ads airing for the first time during significant

professional sporting events. The ads were called Its Not about the Shoes, Look Me In the

Eyes, Clock tower, and Maybe It Was My Fault.

According to a Nike press release, BECOME LEGENDARY is intended to inspire

consumers to exceed expectations, challenge conventional views of sportsmanship andexplain that greatness is attainable. Using evocative imagery, the ad campaign animates the


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Jordan Brand core truths - Authentic, Uncompromised, Earned, and Inspirational - which

speak directly to the brand pillars derived by Michael Jordan's personal values and

philosophy for success (Jordan Brand Unveils BECOME LEGENDARY New Brand

Campaign in Celebration of Air Jordan Legacy).

"Let Me Play" and support for female athletes

Nike published the original Let Me Play ad in 1995, publicizing the benefits of organized

sports for women and girls. In 2007, Nike responded to Don Imuss derogatory comments

regarding Rutgers female basketball players by launching a campaign touting the

accomplishments of famous female athletes like Serena Williams and Mia Hamm, among

others.

To prove the companys commitment to the advancement of female athletes, Nike started the

Let Me Play Fund with $425,000 to issue grants for equipment and uniforms for girls sports

teams (Howard).

"Nike+"

"Nike+" is less of a campaign and more of a technology meant to create a new lifestyle for

consumers, or simply make it easier. Nike+ technology includes a chip inserted into Nike+

running shoes that communicates with the runners iPod or Nike+ Sport Band, tracking

mileage, pace and other training variables important to serious athletes and fun for casual

athletes. The data can then be uploaded to the Nike+ Web site. Here comes the fun part.

The Nike+ Web site is a social network that allows users to log their workout information andshare it with other users, as well as setting goals while connecting with an online network of

cheerleaders. Empowered with a means of tracking progress and maintaining accountability,

consumers interact with Nike on a regular basis.

Nike used this technology to put on the Nike Human Race 10k on Aug. 31, 2008, holding 10k

races in 25 cities, but allowing anyone to register and log their run on the Nike+ Web site.

The message

Of course Nike is in the business of selling products and making money, but the message in

each campaign is meant to empower the consumer. By empowering the consumer, Nike

builds an undeniably positive relationship with its number one public.

The timing

The planning of the release of each campaign has been impeccable. Whether honouring the

accomplishments of a world-renowned athlete, responding to a negative situation in the

public eye or capitalizing on the growth of social media, Nike has been able to key into what

people were already thinking about, making the message more effective.


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INTERNAL COMMUNICATION

Nikes communication strategy stems from the organizations mission to bring inspirationand innovation to every athlete* in the world. The mission statements asterisk points to afamous saying, If you have a body, you are an athlete, coined by founder Bill Bowerman,

which broadened Nikes scope as an organization that can inspire people universally, asopposed to a specific demographic. Lee and his team strive to create and sustain consistentmessages within the company so that Nikes mission is fulfilled. At the foundation ofemployee communication is Nikes maxims, which Lee describes as eleven truisms thatevery employee knows here. When you go through orientation, you get our maxims and wehave a book that describes what each maxim stands for. The maxims were established fiveyears ago and each has an overarching headline for quick recall as well as a story to providemore contexts. The headlines for all eleven maxims are the following:

1. It is our nature to innovate.2. Nike is a company.3. Nike is a brand.4. Simplify and go.5. The consumer decides.6. Be a sponge.7. Evolve immediately.8. Do the right thing.9. Master the fundamentals.10. We are on the offense.

New employees are trained on these sayings, which enable everyone to recognize whatRemember the man means. Thus, the sayings become a part of the companys culture andvocabulary. From an internal branding standpoint, the maxims become slogans bystandardizing how Nike employees communicate about their work and decisions they need tomake. Co-workers are able to hold each other accountable to do the right thing and be onthe offense. The eleven maxims represent consistent, fundamental communication thatallows employees on all levels to use a common set of terms to remind their colleagues tocontinue in Nikes values of inspiration and innovation.

Lee directs the communication team to accomplish the following objectives for employeeCommunication:

1. Inspire employees through innovation and inspiration2. Inform employees about Nikes strategic priorities; drive business results.3. Engage in Nikes business listen, learn, be inclusive4. Educate and empower managers5. Excite employees about the brand initiatives; build momentum

In fulfilling these objectives, though, there are several challenges faced by this multi-national,growing organization. In addition to trying to reach employees in retail and distributioncenters, addressing language barriers across continents, measuring overall impact, and tryingto break through the inundation of information in the workplace, Lee cites a challenge inkeeping it fresh.

In coordinating the internal communication efforts at Nike, Lee and his team have beensuccessful in creating consistent modes of spreading information throughout the company. On


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a foundation of Nikes mission statement and the 11 maxims, the communications teamstrives to reach employees through varied and innovative methods. Nike still faces thestruggles of communicating within a large organization, but with the spirit of experimentationand evolution, it is clear that the companys commitment to communication will result ineven greater success in the future.

ADVERTISEMENT

It has chosen many ways to advertise such as

Newspaper

Television

Internet

Magazines

In 1982, Nike aired its first national television ads, created by newly formed ad agencyWieden+Kennedy, during the New York Marathon. This was the beginning of a successfulpartnership between Nike and W+K that remains intact today. The Cannes AdvertisingFestival has named Nike its Advertiser of the Year on two separate occasions, the first andonly company to receive that honor twice (1994, 2003).

Nike also has earned the Emmy Award for best commercial twice since the award was first

created in the 1990s. The first was for "The Morning After," a satirical look at what a runnermight face on the morning of January 1, 2000 if every dire prediction about Y2K came tofruition. The second Emmy for advertising earned by Nike was for a 2002 spot called"Move," which featured a series of famous and everyday athletes in a stream of athleticpursuits.

In addition to garnering awards, Nike advertising has generated its fair share of controversy
http://en.wikipedia.org/wiki/Wieden%2BKennedyhttp://en.wikipedia.org/wiki/New_York_Marathonhttp://en.wikipedia.org/wiki/Emmy_Awardhttp://en.wikipedia.org/wiki/Wieden%2BKennedyhttp://en.wikipedia.org/wiki/New_York_Marathonhttp://en.wikipedia.org/wiki/Emmy_Award

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