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耐克的官方赞助商的权利成为团队的印度板球队在接下来的五年,击败他的对手阿迪达斯和锐步,通过Rs 1.96亿卢比(Rs 19.6亿),西娅的印度板球控制板的特权。第一个“尽管去做”的广告在板球也出现在欧冠奖杯。“我们看看印度板球的激情。我们的目标是连接情感上与我们的客户,”印度Sanjay Gangopadhyay说,耐克的市场总监。美国运动鞋和服装巨头已经在印度差不多有十年了,但是知道的“国际”的形象(Bilwalkar,2006)。这些年来,仍未能耐克在印度市场领导地位。这是唯一的市场,锐步(40%的市场份额),紧随其后的是阿迪达斯(20%)。


Nike has hired more than 700 stores worldwide and has offices in located in 45 countries outside the United States. Most factories are found in Asia, including Indonesia, China, Taiwan, India, Thailand, Vietnam, Pakistan, Philippines and Malaysia (Nikebiz, 2010). Nike’s entered India through a seven year licensing agreement with Sierra Industrial Enterprises for their sales, unlike Reebok, for example, which is a wholly owned subsidiary of U.S. parent. In 2004, instead of renewing the franchise, Nike India became a subsidiary. “The Indian market is growing in terms of sales, customer spends and awareness. Only made sense for us to capitalize on these opportunities as soon as possible,” says Gangopadhyay.Â

Product development offers many opportunities for Nike. Some argue that in youth culture especially, Nike is a fashion brand. This creates its own opportunities, since product could become fashionable before it wears out. The company can also be developed internationally, building on the strong global brand recognition. There are many markets that have the disposable income to spend on high value sports goods. For example, emerging markets like China and India have a generation of newly rich consumers. There are also global marketing events that can be used to support the brand, such as the World Cup (football) and the Olympic Games.Â

Nike took the right to become the official sponsor of the team’s cricket team in India for the next five years, beating his rival Reebok and Adidas, by paying Rs 196 million rupees (Rs 1.96 billion) to the Cricket Control Board of India for the privilege. The first “Just Do It” ad in Cricket also made an appearance during the Champions Trophy. “We look at what drives the passion for cricket in India. Our goal is to connect emotionally with our customers,” said Sanjay Gangopadhyay, marketing director of Nike India. The American athletic footwear and apparel giant has had a presence in India for almost a decade, but is aware of where the “international” image (Bilwalkar, 2006). All these years, market leadership has eluded Nike in India. This is the only market where Reebok has a (40 percent market share), followed by Adidas (20 percent). Nike, 15 per cent share is a distant third (Technopak Advisors, 2010).Â