Nike Rethinks

An article in Philly.com examines the new drive Nike has taken to make its products relevant for today’s market:

Parker, 51, who became CEO in January 2006, is promoting new products such as basketball uniforms that are tailored rather than baggy… Under Parker’s new marketing structure, teams focus on six main categories: running, soccer, basketball, men’s training, women’s fitness, and sports culture, which the company defines as products for casual wear rather than athletic performance.

The shift came as Nike lost market share to Baltimore-based Under Armour, which sells tight-fitting, sweat-wicking athletic clothes.

Under Armour gained ground by targeting high-school football players year-round, while Nike wooed them only during football season before switching to baseball players, said Charlie Denson, Nike’s brand president.

Nike’s goal is to have 15 percent of the world’s 100 million runners use Nike Plus. By the end of 2007, most of its running shoes will be enabled for the device, a wireless sensor in the sole that connects to the iPod audio player.

Rethinking Nike in the digital age | Inquirer | 03/24/2007