Publications

September 1991
Supplement

NIKE Series, Video

By: Christopher A. Bartlett and Malcolm S. Salter

January 2000 (Revised September 2002)
Case

Hitting the Wall: Nike and International Labor Practices

By: Debora L. Spar and Jennifer Burns

In the mid-1990s Nike, one of the world's most successful footwear companies, is hit by a spate of alarmingly bad publicity. After years of high-profile media attention as the company that can "just do it," Nike is suddenly being portrayed as a firm that relies on... View Details

Keywords: Wages; Developing Countries and Economies

October 1984
Supplement

NIKE Series, Overview

May 1992 (Revised May 2002)
Case

NIKE in Transition (B): Phil Knight Returns

By: Christopher A. Bartlett

After returning to the CEO/COO job, Phil Knight makes changes to Nike's strategy, organization, and management between 1983 and 1987 aimed at making Nike more responsive to the market place. He takes cost-cutting measures, and experiments with several management and... View Details

Keywords: Change; Entrepreneurship; Cost Management; Growth and Development Strategy; Brands and Branding; Organizational Change and Adaptation; Business Strategy

March 2013
Teaching Note

Social Strategy at Nike (TN)

By: Mikolaj Jan Piskorski

March 2019 (Revised June 2019)
Case

Global Sourcing at Nike

By: Nien-hê Hsieh, Michael W. Toffel and Olivia Hull

This case explores the evolution of Nike’s global product sourcing strategy, in particular ongoing efforts to improve working conditions at its suppliers’ factories. When the case opens in July 2018, Vice President of Sourcing Amanda Tucker and her colleagues in Nike’s... View Details

December 2018 (Revised September 2019)
Case

Brand Activism: Nike and Colin Kaepernick

By: Jill Avery and Koen Pauwels

Nike's selection of politically polarizing Colin Kaepernick as the spokesperson for the 30th anniversary of its iconic "Just Do It" campaign catapulted the brand into the media spotlight and made it a political flashpoint for consumers across America. Would the choice... View Details

Keywords: Digital Marketing; Entertainment; Politics; Activism; Brand Equity; Marketing; Marketing Strategy; Brands and Branding; Marketing Communications; Sports; Advertising; Social Media; Apparel and Accessories Industry; Sports Industry; Consumer Products Industry; United States; North America

March 1995 (Revised April 1995)
Case

NIKE Inc. in the 1990s (A): New Directions

By: Robert J. Dolan

Describes the transition of Nike from 1990 to 1993 as it sees major growth opportunities in foreign markets. View Details

Keywords: Transition; Brands and Branding; Product Launch; Globalization; Opportunities

13 Oct 2010
News

Nike takes NFL apparel deal from Reebok

January 2023
Supplement

Global Sourcing at Nike

By: Nien-hê Hsieh and Michael W. Toffel

Powerpoint Supplement for “Global Sourcing at Nike,” HBS No. 619-008 View Details

October 1984 (Revised June 1985)
Teaching Note

NIKE (F1), Teaching Note

Teaching Note for (9-385-040). View Details

Keywords: Apparel and Accessories Industry

October 1984 (Revised June 1985)
Teaching Note

NIKE (E), Teaching Note

Teaching Note for (9-385-033). View Details

Keywords: Apparel and Accessories Industry

May 2020 (Revised July 2020)
Teaching Note

Brand Activism: Nike and Colin Kaepernick

By: Jill Avery and Koen Pauwels

Teaching Note for HBS Case No. 519-046. Nike’s selection of politically polarizing Colin Kaepernick as the spokesperson for the thirtieth anniversary of its iconic “Just Do It” campaign catapulted the brand into the media spotlight and made it a political flashpoint... View Details

Keywords: Marketing; Brands and Branding; Advertising; Advertising Campaigns; Marketing Strategy; Marketing Communications; Corporate Social Responsibility and Impact; Consumer Products Industry; Sports Industry; United States; North America

May 2011 (Revised January 2013)
Case

Nike Football: World Cup 2010 South Africa

By: Elie Ofek and Ryan Johnson

Nike's Football division needs to devise a strategy to excel at the 2010 World Cup games in South Africa. Nike has gone from a niche player in the market for football apparel and footwear in 1994 to a formidable competitor to Adidas in 2008 (with revenues of over $1... View Details

Keywords: Digital Marketing; Business Divisions; Communication; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; Product Launch; Planning; Competition; Apparel and Accessories Industry; South Africa

October 1984
Case

NIKE (E1): The Announcement

Details changes in the senior management roster at Nike, focusing on the appointment of Robert Woodell as the company's new president. View Details

Keywords: Management Succession; Management Teams; Apparel and Accessories Industry; Sports Industry

June 1990
Teaching Note

NIKE in China (Abridged), Teaching Note

By: James E. Austin and Tomas Otto Kohn

Teaching Note for (9-390-092). View Details

Keywords: Manufacturing Industry; China; United States

October 1984
Teaching Note

NIKE (C): Phil Knight, Teaching Note

Teaching Note for (9-385-029). View Details

Keywords: Leadership; Management Style; Apparel and Accessories Industry

May 1994 (Revised July 1994)
Case

International Sourcing in Athletic Footwear: NIKE and Reebok

Nike and Reebok, the two largest athletic footwear companies, look to contractors in Asia to manufacture their shoes. Sourcing from Asia offers advantages of low cost and flexibility, but raises questions about human rights and corporate responsibility. How Nike and... View Details

Keywords: Rights; Multinational Firms and Management; Corporate Social Responsibility and Impact; Apparel and Accessories Industry

October 1984
Case

NIKE (B1): Business Class Travel

Presents information about Nike's way of accounting for travel expenses. The teaching objective is to raise the academic question: What is a policy? and then to proceed to a specific action question: what should be Nike's travel policy? View Details

Keywords: Accounting; Policy; Apparel and Accessories Industry; Sports Industry