耐克英文

耐克英文 Nike: Play by the Rules “Play by the rules. But be ferocious.” The NIKE “swoosh” embodies the spirit of the winged goddess who inspired the most courageous and chivalrous warriors at the dawn of civilization. Nike, originally known as Blue Ribbon Sports, was founded by University of Oregon track athlete Phil Knight and his coach Bill Bowerman in 1962. The company initially operated as a distributor for Japanese shoe maker Tiger, making most sales at track meets out of Knight’s car. Many top Oregon runners began wearing the shoes, and the shoe’s popularity grew quickly. The company’s first self-designed product was based on Bowerman’s “waffle” design in which the sole of the shoe was molded by a waffle iron. A 1965 Warner Brothers cartoon featured the coyote trying to catch up to the road runner in Nike, perhaps an inspiration for the later use of the name. The company’s profits grew quickly, and in 1966, its first retail store was opened. In 1978, Blue Ribbon Sports renamed itself to Nike after the Greek goddess and sponsored runner Steve Prefontaine. The sponsorship of athletes became a key marketing tool for the rapidly growing company. Nike produces a wide range of sports equipment. Their first products were track running shoes and basketball shoes. They currently also make jerseys for a wide range of sports including track & field, football, baseball, tennis, soccer, lacrosse, cricket, and golf. The most recent additions to their line are the Nike 6.0 and Nike SB shoes, designed for skateboarding. Nike has recently introduced cricket shoes, called Air Zoom Yorker, designed to be 30% lighter than their competitors’. Nike positions its products in such a way as to try to appeal to a “youthful … materialistic crowd”. However, it also engineers shoes for discount stores like Wal-Mart under the Starter brand. By 1980, Nike had reached a 50% market share in the United States athletic shoe market. Its growth was due largely to word of mouth advertisement, rather than television or print adverts. Nike’s first television commercial ran in 1987. Throughout the 1980s, Nike expanded its product line to include many other sports and regions throughout the world. Nike has more than 500 Locations around the world and offices located in 45 countries outside the United States. Most of the factories are located in Asia, including China, Taiwan (China), India, Thailand, Vietnam, Pakistan, Philippines, Malaysia, and Korea. Nike is hesitant to disclose information about the contract companies it works with. However, due to harsh criticism from some organizations like Barbie.com, Nike has disclosed information about its contract factories in its Corporate Governance Report. Nike plans to be carbon neutral by 2011. Because Nike creates goods for a wide range of sports, they have competition from every sports and sports fashion brand. Initially, Nike had no direct competitors because there was no single brand which could compete directly with Nike’s range of sports and non-sports oriented gear until Reebok came along in the 1980s. Reebok now has merchandising contracts with the National Football League and the National Hockey League in the United States, and was purchased in 2006 by Adidas. Nike’s other competitor is Puma, the third largest shoe and sports clothing supplier. 耐克:按规则经营 “按规则经营。但一定要敢战善战。” 耐克的标志体现了挥动着翅膀的胜利女神的一种精神，这种精神曾经鼓舞了最勇敢，最有狭义之气的勇士们为了迎接文明的曙光而战斗不止。 耐克是由俄勒冈大学的一名田径运动员菲尔?奈特和他的教练比尔?鲍尔曼于1962年创立的。它最初起名为“蓝带体育用品公司”，该公司最初是日本鞋类制造商Tiger的分销商，奈特经常开着车在田径盛会内外推销他的鞋。购买者大多数是俄勒冈大学的田径运动员们。当时，许多优秀的俄勒冈大学的运动员都开始穿这种鞋。后来，这种鞋很快便受到大家的追棒。蓝带体育用品公司自己的第一双谢用的是鲍尔曼设计的“华夫饼”创意，鞋底用一个烤华夫饼的铁模制作而成。在1965年华纳兄弟的卡通宣传画上，一只土狼试图追上穿着耐克鞋的路跑者。也许正是这个创意才有了后来名扬四海的耐克品牌。之后，公司的利润快速增长，并在1966年开了它的第一家零售店。 1978年，蓝带体育用品公司改名为耐克，并赞助运动员史蒂夫?普雷方丹。对史蒂夫?普雷方丹的赞助成为了耐克快速发展的一个关键性原因。 耐克生产许多种类的体育用品。它最初的产品是田径跑鞋和篮球鞋。现在它也经营很多类型的体育运动衫，包括田径、橄榄球、棒球、网球、足球、长曲棍球、板球和高尔夫球。最近又推出新产品:耐克6.0和专为滑板运动设计的耐克SB。耐克最近还推出了板球鞋，被称为Air Zoom Yorker，它比其它公司生产的鞋轻30%。耐克把它的产品瞄准于一批年轻有活力，同时又注重物质享受的人群。不过它也为一些折扣店生产鞋，比如说沃尔玛。 到1980年的时候，耐克已经占领了美国运动鞋市场份额的50%。它销售量的快速增长主要得益于人们的口口相传，而不是通过电视广告或者其他印刷广告媒体。耐克在1987年播出首个电视广告。在20世纪50年代期间，耐克把它的生产线拓展到了许多体育领域和世界其它地区。 耐克在全世界有超过500处生产基地和分公司，遍布美国以外的45个国家。它大多数的工厂设在亚洲，包括中国、中国台湾、印度、泰国、越南、巴基斯坦、马来西亚和韩国。耐克并不愿意透露有关与它合作的公司的信息。但是，由于来自像芭比网站的一些公司的严厉斥责，耐克已经在该公司的管理中公布了与它合作公司的有关信息。耐克到2011年实现“碳中和”。 由于耐克生产的体育用品种类繁多，因此它与几乎所有体育和运动流行品牌都存在竞争。一开始的时候，耐克并没有直接的竞争对手，因为耐克经营的那些体育和非体育用品的种类之广是没有哪一家单一的品牌能够竞争得过的，耐克的这种优势一直持续到20世纪80年代知道锐步的出现。锐步现在已经同美国国家橄榄球联盟和国家曲棍球联盟签了合同，且于且于2006年被阿迪达斯收购。耐克的另外一个竞争对手则是彪马，它是世界上第三大鞋子和运动服装供应商。