Nike and Athletic Apparel
Sports and fitness clothing is highly fragmented, with many brands competing, from basic discount brands to high-end fashion names. Even well-established brands have to work hard to maintain their share of the market. Consumers are demanding more versatile wear with wider functionality, which means retailers continue producing new styles of sports apparel for men and women.
US-based Nike is the world leader in athletic footwear and apparel. The company, which is traded as NKE on the New York Stock Exchange (NYSE), has acquired several footwear and apparel companies over its history such as Cole Haan, Bauer Hockey, Converse, Hurley International, Starter and Umbro. The Nike swoosh is one of the most recognized logos, as well as one of the most reputable athletic sponsors in the world. Nike employed over 70,000 people and operated more than 1,000 retail stores worldwide in 2016. Much of Nike's success can be attributed to the brands worldwide marketing campaign which uses sponsorship agreements with celebrity athletes, professional sports teams and college athletic programs to use their products for the promotion of their technology and design.
The Nike swoosh is one of the most recognized logos, as well as one of the most reputable athletic sponsors in the world.