From Separate Digital Initiatives to Firm-Level Transformation

Nike is the world’s leading designer, marketer and distributor of athletic footwear, apparel, equipment and accessories for a wide range of sports and fitness activities. It is headquartered in Beaverton, Oregon, and employs about 34.000 people around the world. Founded in January 1964 as “Blue Ribbon Sports,” the company created the Nike brand name and the Swoosh trademark in 1971. Nike complemented its organic growth by acquiring sport apparel companies such as Converse in 2003 and Umbro in 2007. As a major global brand, Nike has paid attention to emerging digital technologies and innovations such as mobility, social media, analytics, and smartproducts since the late 1990s.