From an Idea to Nike: How Marketing Made Nike a Global Success

Gr 3–6—In this installment of the series, Sichol presents the story of Nike. Opening with founder Phil Knight's childhood, the work presents highlights of his life, taking him from an athlete and track star to an MBA student at Stanford Graduate School of Business to, eventually, the leader of Nike. While taking an entrepreneurship class, Knight developed a business plan to manufacture specialty running shoes in Asia and sell them in the United States. While working full-time as an accountant, Knight partnered with his college track coach to turn his idea into a reality. Sichol chronicles the transformation of Nike from a small company with an initial $1,000 investment to a multibillion dollar international corporation. While the company made strides with grassroots marketing, its connection with an advertising agency and athlete endorsements made it the monolith it is today. Readers will enjoy the details about athletes such as Michael Jordan, Tiger Woods, and Lance Armstrong and strategies behind their endorsement deals. Business concepts such as "going public" are explained in special sections. Quotes and "fun facts" add interest. A list of top endorsement deals and source notes are also included.