Welcome Guest [Log In] [Register]
We hope you enjoy your visit.


You're currently viewing our forum as a guest. This means you are limited to certain areas of the board and there are some features you can't use. If you join our community, you'll be able to access member-only sections, and use many member-only features such as customizing your profile, sending personal messages, and voting in polls. Registration is simple, fast, and completely free.


Join our community!


If you're already a member please log in to your account to access all of our features:

Username:   Password:
Add Reply
Critics contended that Nike's influence ran too deep
Topic Started: Jan 16 2015, 04:01 AM (55 Views)
Hodgsonjj

Members






<a href="http://www.feveronfeet.com/au-nike-air-max-skyline-eu-343902-011-black-white-photo-blue-vivid-pink-trainers-cheap"><img src="http://www.feveronfeet.com/media/catalog/product/cache/1/small_image/175x/9df78eab33525d08d6e5fb8d27136e95/s/k/skyline1222-14.jpg"/></a>


Nike also began a more controversial venture into the arena of sports agents, negotiating contracts for basketball's Scottie Pippin, Alonzo Mourning, and others in addition to retaining athletes such as Michael Jordan and Charles Barkley as company spokespersons. Nike's influence in the world of sports grew to such a degree that in 1993 Sporting News dubbed Knight the most powerful man in sports.

Nike was criticized for its use of the Beatles song "Revolution" in a 1987 commercial against the wishes of Apple Records, the Beatles' recording company. Nike paid US$250,000 to Capitol Records Inc., which held the North American licensing rights to the recordings, for the right to use the Beatles' rendition for a year.

Apple sued Nike Inc., Capitol Records Inc., EMI Records Inc. and Wieden+Kennedy for $15 million.[61] Capitol-EMI countered by saying the lawsuit was "groundless" because Capitol had licensed the use of "Revolution" with the "active support and encouragement of Yoko Ono, a shareholder and director of Apple."

Following these moves, Nike announced a drop in revenues and earnings in 1987, and another round of restructuring and budget cuts ensued, as the company attempted to come to grips with the continuing evoluti on of the U.S. fitness market. Only Nike's innovative Air athletic sh oes provided a bright spot in the company's otherwise erratic progres s, allowing the company to regain market share from rival Reebok Inte rnational Ltd. in several areas, including basketball and cross-train ing.

Critics contended that Nike's influence ran too deep, having its hand in negotiating everything in an athlete's life from investments to the choice of an apartment. But Nike's marketing executives saw it as part of a campaign to create an image of Nike not just as a product line but as a lifestyle, a 'Nike attitude.'
Offline Profile Quote Post Goto Top
 
1 user reading this topic (1 Guest and 0 Anonymous)
« Previous Topic · Welcomes · Next Topic »
Add Reply

Hosted for free by ZetaBoards

BoHeGeHa theme for ZetaBoards © OverTheBelow ( IFSZ )