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Nike, headquartered in Beaverton, Oregon, is the largest and most successful brand of shoes, sports equipment, clothing, and controlling more than sixty percent of the market and becoming a pop culture icon. One might say that the Greek Goddess of Victory for which Nike was named is actually the Goddess of Shoes. Nike may be one of the youngest of the major brands, but it is the dominant brand around the world. Nike's mission is "To bring inspiration and innovation to every athlete* in the world." The legendary University of Oregon track and field coach, and Nike co-founder, Bill Bowerman said, "If you have a body, you are an athlete."

As a leading manufacturer of sports shoes, apparel and equipment, Nike Inc. inspires people to adopt a winner mindset, which is covered in the "inspiration" component of the mission statement. The company's slogan "Just Do It" represents this inspirational goal. Also, Nike's mission statement emphasizes innovation. This component is applied through the company's strategy of continuous improvement of products through new technologies. The "every athlete in the world" component indicates that Nike's mission statement pushes the company to target every consumer around the world. Thus, the company?s athletic shoes are designed to attract and satisfy a wide variety of market segments globally.
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