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Traditionally innovative: A must-know investor’s guide to NIKE

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Part 2
Traditionally innovative: A must-know investor’s guide to NIKE PART 2 OF 22

Where NIKE Stands In The Brand Stakes

Why NIKE is the #1 sports brand in the world

The sportswear equipment and apparel industry is highly competitive and includes many prominent players. NIKE, Inc. (NKE) is the largest seller of athletic footwear and apparel in the world. It has a footprint in 190 countries. NIKE has sustained its competitive edge by applying some effective strategies:

  • Focusing on innovation and the introduction of proprietary products NIKE AIR, Lunar, Shox, Free, Flywire, Dri-Fit, FlyKnit, NIKE+, and NIKE Fuel
  • Building up a portfolio of globally recognized brands
  • Using targeted high-impact marketing at high-profile sporting events such as the soccer World Cup, the Rio Olympic Games, and the NFL Super Bowl
  • Making endorsement deals with high-profile athletes like Neymar, LeBron James, and Roger Federer

Where NIKE Stands In The Brand Stakes

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NIKE is a winner in the brand stakes

NIKE is the world’s number one sports brand.1 Its brand value was estimated at $19 billion by Forbes magazine in 2014. It’s up from $15 billion in 2012 and $17.3 billion in 2013. Walt Disney Company’s (DIS) ESPN was second with a brand value estimated at $16.5 billion, followed by Germany’s Adidas AG (ADDYY), the United Kingdom’s Sky Sports and fast-growing US brand, Under Armour Inc. (UA).

ETFs holding NIKE

The Vanguard Total Stock Market ETF (VTI) and the iShares Core S&P 500 ETF (IVV) have exposure to NIKE, Inc. (NKE).

NIKE’s brands

NIKE offloaded the Cole Haan and Umbro businesses, on February 1, 2013, and November 30, 2012, respectively. This was done so the company could better focus its resources on driving growth in its existing stable of brands—the NIKE, Jordan, Converse, and Hurley brands. The next part of this series will cover these.

  1. The Forbes Fab 40: The World’s Most Valuable Sports Brands 2014
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