However, Nike is not the most fascinating stories in the game field. Reckless nature of Nike's top water once with contempt Level of sporting events and famous, but now, this company specializes in guerrilla tactics began to do the opposite. Eight years ago, Nike is not in God Known case of secrecy, the company moved into a giant hook flag Atlanta basketball arena Nike Chaussures, to sponsor this competition Champion [Sarah - Lee Corporation (SaraLeeCorp) under the jurisdiction of a brand] launched a surprise attack. When the photographer to pan the camera lens to the spectator stands, the TV viewers clearly saw the huge Nike logo, and Champion is nothing in this game. Nike even to U.S. Olympic Team application, requiring four years later became the United States Olympic delegation to Beijing Olympics official sponsors Nike Air Max, In addition, Nike has Began to converge by the anti-authority attitude towards their own. The reason is clear: When it comes to sports marketing, the Nike itself authority. 30 Years ago, Philip. Knight founded Nike, he was selling cars on the track and field sports shoes in the trunk. 2004 fiscal year, Nike Company Division's turnover has more than $ 12 billion at this time Nike has finally matured. Bill. Bowerman is the University of Oregon track coach, he and Knight together to create the Nike company. Carefully filled with innovative Bowerman Of his wife's waffles Kaomo, and ultimately design a new sports shoe soles. Today ,Nike Tnthis spirit of innovation continues to be regarded as Nike, Inc. As a model. However, in relation to the company's other business, the situation has become very different. In the past, in order to achieve greater social awareness, expand The purpose of market share, Nike's senior manager of completely intuitive to work at any cost, trying to use all means, but now This has become history. Nike's former marketing director Scott. Bedbury recalled to us in 1987 he introduced advertising to Knight The budget situation. Bedbury require companies to advertising budget from $ 8,000,000 to $ 34,000,000, in order to make this budget is passed He ready for anything. However ,Tn Requin Pas Cher has proposed a Bedbury never considered the question: "how do we know that you have pre- Considered adequate for? "As a result, Nike's advertising spending that year reached an unprecedented $ 48 million, this home is full of sports marketing Innovative companies to act recklessly, spending billions of dollars it has maintained a style of doing things. Last year, Nike and the famous basketball player LeBron . James signed a $ 90 million advertising contract is the best example in this regard. However, after the Nike reborn, you Rarely will see a similar generous deal. In recent years, Nike has begun shifting the focus to the company's daily management, for example, to create first-class information systems, logistics body System and supply chain management Nike Air Max, the face of these efforts, Nike and energetic, just like in the planning of marketing strategy, design the most advanced The same shoes. Nike is gradually in the spirit of innovation and the company's daily management to find the right balance between. But also in promoting the development of the company , It has become increasingly dependent on the establishment of new financial and management systems. Seattle RBCDainRauscher stock analyst Robert. Figure m Said: "The company's senior management is now very clear how the innovation process, and converting it into the company's profitability. Than in the past, this is Nike The most obvious change in the company.