‘NIKE, Incorporated [1978-Till Date]: Whether, Model for Make in India?’/Arjun J Chaudhuri

NIKE, Incorporated [1978-Till Date], formerly-called: Blue-Ribbon Sports [1964-78], has been brand-associated with national cricket team of India, since 2006, when it was awarded to become the official kit sponsor of the national cricket team, supplying the team with key equipment & sportswear.

According to news reports, in the calendar year 2016, NIKE, incorporated [1978-till date], paid approximately Rs-370 crores to the awarding body for cricket in India, BCCI to be, and retain its official kit-sponsorship of the national cricket team of India till the calendar year 2016.

Additionally, NIKE, incorporated [1978-till date],pay Rs-87,34,000 per-match, to BCCI, as royalty fees.

There have been news reports, that the awarding body for cricket in India, BCCI, is or was unhappy with NIKE, incorporated [1978-till date], for providing sub-standard clothing to the team players, which is really difficult to believe for the MNC company that has been at the cutting edge of manufacturing key-equipment and sportswear to customers across affiliated or acquired brands the world over.

That while the issue is being resolved at the highest level, it is important to acknowledge that NIKE, incorporated [1978-till date], has been at the forefront of local and off-shore manufacturing from USA to emerging markets, to bring down manufacturing-Costs while at the same-time, focusing its revenues on product development through scientific research techniques, and innovative marketing to pull-in customers from its key competitors without compromising on quality control, and yet commanding High-Price in Retail-Market for its Product-Line, and Cult-Following to boost.

That NIKE, incorporated [1978-till date], 

formerly called: Blue-Ribbon Sports [1964-78], is sportswear [shoe & apparel] multi national company, head quartered in Beaverton, Oregon, USA.

That NIKE, incorporated [1978-till date], was founded [foundation] in 1964, as Blue-Ribbon sports [1964-78], by Co-founders: Bill Bowerman [19.02.1911-24.12.1999], the track and field coach at the University of Oregon, USA, whose innovative mix of academia and scientific experimentation led to the creation of light weight, yet durable Waffle-shoe, and Philip knight[President/CEO] who continues to serve the company till date, growing it into multi-billion USD enterprise.

The teacher student relationship blossomed into business partnership that led to the opening of the retail outlet, in 1966, and brand launched: NIKE, whose swoosh-design, recognized the world-over, intellectually inspired the creation of

Nike-branded shoe as its premier sports-wear Product, in 1972.

That Part of NIKE, incorporated’s success is owed to endorsements by such athletes [celebrity athletes] as: 

[1] Michael-Jordan [Basket-Ball], 

[2] Mia-Hamm [Golf], 

[3] Roger-Federer [Tennis], and 

[4] Tiger-Woods [Golf].

However, in cricket, they are yet to make their mark, as they have made in the case of basket ball in USA.

But their foray into golf, and subsequent success in that sport through celebrity endorsements, and quality control in their product line could be the precursor of their dominant-success in cricket…