Nike's HeritageNIKE, pronounced NI-KEY, is the winged goddess of victory according to Greek mythology. She sat at the side of Zeus, the ruler of the Olympic pantheon, in Olympus. A mystical presence, symbolizing victorious encounters, NIKE presided over history's earliest battlefields. A Greek would say, "When we go to battle and win, we say it is NIKE." Synonymous with honored conquest, NIKE is the twentieth century footwear that lifts the world's greatest athletes to new levels of mastery and achievement. The NIKE 'swoosh' embodies the spirit of the winged goddess who inspired the most courageous and chivalrous warriors at the dawn of civilization. (from Nike Consumer Affairs packet, 1996)
The Swoosh The SWOOSH logo is a graphic design created by Caroline Davidson in 1971. It represents the wing of the Greek Goddess NIKE. Caroline Davidson was a student at Portland State University in advertising. She met Phil Knight while he was teaching accounting classes and she started doing some freelance work for his company. Phil Knight asked Caroline to design a logo that could be placed on the side of a shoe. She handed him the SWOOSH, he handed her $35.00. In spring of 1972, the first shoe with the NIKE SWOOSH was introduced.....the rest is history! (from Nike Consumer Affairs packet, 1996)
A brief history of NikeThe Nike athletic machine began as a small distributing outfit located in the trunk of Phil Knight's car. From these rather inauspicious beginnings, Knight's brainchild grew to become the shoe and athletic company that would come to define many aspects of popular culture and myriad varieties of 'cool.'
Nike emanated from two sources: Bill Bowerman's quest for lighter, more durable racing shoes for his Oregon runners, and Knight's search for a way to make a living without having to give up his love of athletics. Bowerman coached track at the University of Oregon where Phil Knight ran in 1959. Bowerman's desire for better quality running shoes clearly influenced Knight in his search for a marketing strategy. Between them, the seed of the most influential sporting company grew.
The story goes like this: while getting his MBA at Stanford in the early '60s, Knight took a class with Frank Shallenberger. The semester-long project was to devise a small business, including a marketing plan. Synthesizing Bowerman's attention to quality running shoes and the burgeoning opinion that high-quality/low cost products could be produced in Japan and shipped to the U.S. for distribution, Knight found his market niche. Shallenberger thought the idea interesting, but certainly no business jackpot. Nothing more became of Knight's project.
Cut to 1963. Phil Knight traveled to Japan on a world-tour, filled with the wanderlust of young men seeking a way to delay the inevitable call of professional life. Seemingly on a whim, Knight scheduled an interview with a Japanese running shoe manufacturer, Tiger--a subsidiary of the Onitsuka Company. Presenting himself as the representative of an American distributor interested in selling Tiger shoes to American runners, Knight told the businessmen of his interest in their product. Blue Ribbon Sports--the name Knight thought of moments after being asked who he represented--was born. The Tiger executives liked what they heard and Knight placed his first order for Tigers soon thereafter.
By 1964, Knight had sold $8,000 worth of Tigers and placed an order for more. Coach Bowerman and Knight worked together, but ended up hiring a full-time salesman, Jeff Johnson. After cresting $1 million in sales and riding the wave of the success, Knight et. al. devised the Nike name and trademark Swoosh in 1971.
By the late '70s, Blue Ribbon Sports officially became Nike and went from $10 million to $270 million in sales. Katz (1994) describes the success via Nike's placement within the matrix of the fitness revolution: 'the idea of exercise and game-playing ceased to be something the average American did for fun,' instead Americans turned to working out as a cultural signifier of status. Clearly, the circumstances surrounding the shift are not this simple; it is one of the aims of this project to discover other generators of popular attention to health.
If Nike didn't start the fitness revolution, Knight says, "We were at least right there. And we sure rode it for one hell of a ride" (Katz, 66). The 80s and 90s would yield greater and greater profits as Nike began to assume the appearance of athletic juggernaut, rather than the underdog of old. "Advertising Age" named Nike the 1996 Marketer of the Year, citing the "ubiquitous swoosh...was more recognized and coveted by consumers than any other sports brand--arguably any brand" (Jensen, 12/96). That same year Nike's revenues were a staggering $6.74 billion. Expecting $8 billion sales in fiscal 1997, Nike has targeted $12 billion in sales by the year 2000.
And all from the back of a car.
Few can question Nike's financial hegemony. But nearly $7 billion in revenues clearly begs the question, What sells these shoes? It is my assertion that Nike's power to sell comes from deep-rooted yearnings for cultural inclusiveness and individual athletic accomplishment. These seemingly paradoxical desires collide in consumers hearts and minds and produce the unyielding zeal for Nike shoes and apparel. Unfortunate effects of this zeal can be found in the rash of Nike apparel killings in 1991 and the profusion of Nike collectors and webpages designed around the company's products. Nike appeals to these disparate elements of Americans' personalities through an advertising philosophy that is, at once, simple and sublime. In addition, Nike's practice of top-level athletes promoting their products appeal to countless ages and creeds as a way to identify with and emulate their athletic heroes. These forces work powerfully upon the individual consumer, but one should not lose sight of the cultural context in which the individual moves.
Thursday, April 23, 2009
Puma History
Puma History
Puma, also known as Puma Aktiengesellscaft Rudolf Dassler Sport, is a German footwear, apparel, and accessories manufacturer. Puma has retailers, department stores, and boutiques in over 80 countries and has opened several Concept stores in metropolitan cities. The roots of Puma brand stretch back to the mid 1920's when Adi and Rudolph registered their family shoe enterprise in Herzogenaurach, Germany, but after World War II, during which Rudi Dassler had spent time in a POW camp, the Dassler brothers began a legendary feud, causing Rudolph to leave the company and found a rival company across town. Rudi Dassler named his company Puma Aktiengesellscaft Rudolf Sport (Puma) while brother Adi incorporated as Adidas.
In 1948, Puma released their first shoe, the PUMA Atom to the market and to the West German football team. By 1950 Puma had established export ties to the United States, and in 1958 PUMA's signature formstripe was introduced. This would begin the intense battle between Puma and Adidas to get their shoes onto the feet of world-class athletes that would span the next several decades. This intense race to market new technologies spawned copyright and infringement lawsuits until 1960 when Puma, behind in sales by a nine to one ratio, paid West German track star Armin Hary to defect from Adidas and wear Puma shoes. In 1962 Pele becomes the World Cup champion for a second time while wearing Puma shoes. Six years later, the Puma leaping cat logo as we know it today was launched. The same year Puma had a number of successful models, including the "King" soccer shoe worn by Eusebio at the 1968 World Cup and the "Suede" (later called the Clyde) worn by the Black Power runners Thomas Smith and Lee Evans at the Mexico City Olympics. In total, four athletes bring home gold medals while wearing Puma; Tommie Smith in the 200m, Lee Evans in the 400m, Willie Davenport in 110m high hurdles, and Bob Seagren in pole vaulting.
1969
Joe Namath, quarterback for the New York Jets, goes to Super Bowl III wearing Puma shoes.
1970
Pele wins a third World Cup title, wearing the Puma King.
1976
Puma introduces its S.P.A. technology.
1981
Marcus Allen of the Oakland Raiders is one of many NFL stars to play in Puma shoes.
1982
Armin A. Dassler invents the Puma Duoflex sole.
1986
Puma goes public and company stock is offered on the Munich and Frankfurt stock exchanges.
1989
Rudi Dassler's sons sold Puma to the Cosa Lievermann Group who in turn sell the majority stake to the Aritmos Group of Sweden.
1989
Puma launches the "Trinomic" sport shoe system.
1990
Puma introduces a system for children's shoes with a midsole window which allows growth to be monitored.
1990
German midfielder and Puma athlete Lothar Matthaus captains Germany to a World Cup title. He is voted "European Footballer of the Year", "World Footballer of the Year", and "World Sportsman of the Year".
In 1993 Jochen Zeitz was appointed as CEO & Chairman of the Board and the German factories were closed. Over the next few years, Zeitz redefined Puma's focus on regaining control of various markets. A high-power management team was recruited and a three year business plan was introduced. In Phase I and II, a solid financial foundation was established. After Phase I and II were completed, Puma had 1 billion Euros in sales and moved into Phase III ahead of schedule. Phase III's goal was to explore the potential of Puma brand and generate profitable growth of the company. Puma strongly believes that financial success is contingent upon the ability to contribute positively to the environment in which the company operates. Substantial amounts of their profits is invested in relationships and surroundings. Puma's major technological innovation came in 1996 in the formed of Puma Cell, a structural arrangement of hexagonal cells like a honeycomb in a beehive. Track champion Lynford Christie (Britain) was the first sponsored athlete to put the Puma Cell to the test during training.
Other famous figures to wear Puma include soccer legend Pele at the 1970 World Cup (wearing the best selling Puma King) and current stars, Jimmy Floyd Hasslebaink and Robert Pires have been seen to wear Puma on the field. Tennis champion, Serena Williams unveiled her line of signature tennis clothing in 2002. Puma products have been placed in several Hollywood movies, including City of Angels and have been endorsed by the band KORN.
With the popularization of urban styles, Puma shoes are in high demand. One of the most popular styles of Puma to date is the Roma, launched in 1970 in celebration of the Rome Olympics. The reissued versions remain highly in demand as do many reissued versions such as the Puma Suede, Puma Basket, and Puma Clyde originally launched in the 1980's. While Puma sales only account for a small portion of the overall athletic shoe and apparel market, the company has been successful in expanding into niche markets like yoga and motor sports shoes, apparel and accessories and the brand continues to dominate on the world soccer stage because of its stylish cutting edge designs and dedication to change and innovation.
Puma Mission Statement and Brand Strategy
Brand Strategy
"To be the brand that mixes the influences of sports, lifestyle, and fashion." (www.puma.com).
Brand Mission
"To become the most desirable Sport lifestyle brand by fusing the creative influences from the world of sport, lifestyle and fashion." (www.puma.com).
"In order to achieve these goals, our brand template emphasises PUMA's distinctiveness, individualism, spontaneity, internationalism, and sporting heritage. An important part of our brand strategy is maintaining vigilant watch over our distribution channels, ensuring that we maintain the high level of desirability necessary for sustainable growth." (www.puma.com).
Did You Know? Trivia
Famous Puma Products
Puma Roma, Puma Suede, Puma Sky II, Puma Basket, Puma Clyde, Puma SpeedCat, and Puma Easy Rider.
Other Uses of the Name
Puma is also a glassfibre car built on VW Beetle running gear. Pumas were built in South Africa and in Brazil. In the USA, Pumas were available in "kit" form to get around DMV regulations. The first run of South African Pumas were built in Durban, and the second run in Verwoerdburg.
The Puma is also known as the Cougar, Panther or Mountain Lion when referring to large felines.
Puma was the first athletic shoe company to offer Velcro strapping.
Puma, also known as Puma Aktiengesellscaft Rudolf Dassler Sport, is a German footwear, apparel, and accessories manufacturer. Puma has retailers, department stores, and boutiques in over 80 countries and has opened several Concept stores in metropolitan cities. The roots of Puma brand stretch back to the mid 1920's when Adi and Rudolph registered their family shoe enterprise in Herzogenaurach, Germany, but after World War II, during which Rudi Dassler had spent time in a POW camp, the Dassler brothers began a legendary feud, causing Rudolph to leave the company and found a rival company across town. Rudi Dassler named his company Puma Aktiengesellscaft Rudolf Sport (Puma) while brother Adi incorporated as Adidas.
In 1948, Puma released their first shoe, the PUMA Atom to the market and to the West German football team. By 1950 Puma had established export ties to the United States, and in 1958 PUMA's signature formstripe was introduced. This would begin the intense battle between Puma and Adidas to get their shoes onto the feet of world-class athletes that would span the next several decades. This intense race to market new technologies spawned copyright and infringement lawsuits until 1960 when Puma, behind in sales by a nine to one ratio, paid West German track star Armin Hary to defect from Adidas and wear Puma shoes. In 1962 Pele becomes the World Cup champion for a second time while wearing Puma shoes. Six years later, the Puma leaping cat logo as we know it today was launched. The same year Puma had a number of successful models, including the "King" soccer shoe worn by Eusebio at the 1968 World Cup and the "Suede" (later called the Clyde) worn by the Black Power runners Thomas Smith and Lee Evans at the Mexico City Olympics. In total, four athletes bring home gold medals while wearing Puma; Tommie Smith in the 200m, Lee Evans in the 400m, Willie Davenport in 110m high hurdles, and Bob Seagren in pole vaulting.
1969
Joe Namath, quarterback for the New York Jets, goes to Super Bowl III wearing Puma shoes.
1970
Pele wins a third World Cup title, wearing the Puma King.
1976
Puma introduces its S.P.A. technology.
1981
Marcus Allen of the Oakland Raiders is one of many NFL stars to play in Puma shoes.
1982
Armin A. Dassler invents the Puma Duoflex sole.
1986
Puma goes public and company stock is offered on the Munich and Frankfurt stock exchanges.
1989
Rudi Dassler's sons sold Puma to the Cosa Lievermann Group who in turn sell the majority stake to the Aritmos Group of Sweden.
1989
Puma launches the "Trinomic" sport shoe system.
1990
Puma introduces a system for children's shoes with a midsole window which allows growth to be monitored.
1990
German midfielder and Puma athlete Lothar Matthaus captains Germany to a World Cup title. He is voted "European Footballer of the Year", "World Footballer of the Year", and "World Sportsman of the Year".
In 1993 Jochen Zeitz was appointed as CEO & Chairman of the Board and the German factories were closed. Over the next few years, Zeitz redefined Puma's focus on regaining control of various markets. A high-power management team was recruited and a three year business plan was introduced. In Phase I and II, a solid financial foundation was established. After Phase I and II were completed, Puma had 1 billion Euros in sales and moved into Phase III ahead of schedule. Phase III's goal was to explore the potential of Puma brand and generate profitable growth of the company. Puma strongly believes that financial success is contingent upon the ability to contribute positively to the environment in which the company operates. Substantial amounts of their profits is invested in relationships and surroundings. Puma's major technological innovation came in 1996 in the formed of Puma Cell, a structural arrangement of hexagonal cells like a honeycomb in a beehive. Track champion Lynford Christie (Britain) was the first sponsored athlete to put the Puma Cell to the test during training.
Other famous figures to wear Puma include soccer legend Pele at the 1970 World Cup (wearing the best selling Puma King) and current stars, Jimmy Floyd Hasslebaink and Robert Pires have been seen to wear Puma on the field. Tennis champion, Serena Williams unveiled her line of signature tennis clothing in 2002. Puma products have been placed in several Hollywood movies, including City of Angels and have been endorsed by the band KORN.
With the popularization of urban styles, Puma shoes are in high demand. One of the most popular styles of Puma to date is the Roma, launched in 1970 in celebration of the Rome Olympics. The reissued versions remain highly in demand as do many reissued versions such as the Puma Suede, Puma Basket, and Puma Clyde originally launched in the 1980's. While Puma sales only account for a small portion of the overall athletic shoe and apparel market, the company has been successful in expanding into niche markets like yoga and motor sports shoes, apparel and accessories and the brand continues to dominate on the world soccer stage because of its stylish cutting edge designs and dedication to change and innovation.
Puma Mission Statement and Brand Strategy
Brand Strategy
"To be the brand that mixes the influences of sports, lifestyle, and fashion." (www.puma.com).
Brand Mission
"To become the most desirable Sport lifestyle brand by fusing the creative influences from the world of sport, lifestyle and fashion." (www.puma.com).
"In order to achieve these goals, our brand template emphasises PUMA's distinctiveness, individualism, spontaneity, internationalism, and sporting heritage. An important part of our brand strategy is maintaining vigilant watch over our distribution channels, ensuring that we maintain the high level of desirability necessary for sustainable growth." (www.puma.com).
Did You Know? Trivia
Famous Puma Products
Puma Roma, Puma Suede, Puma Sky II, Puma Basket, Puma Clyde, Puma SpeedCat, and Puma Easy Rider.
Other Uses of the Name
Puma is also a glassfibre car built on VW Beetle running gear. Pumas were built in South Africa and in Brazil. In the USA, Pumas were available in "kit" form to get around DMV regulations. The first run of South African Pumas were built in Durban, and the second run in Verwoerdburg.
The Puma is also known as the Cougar, Panther or Mountain Lion when referring to large felines.
Puma was the first athletic shoe company to offer Velcro strapping.
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