NATIONAL ECONOMICS UNIVERSITY

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BUSINESS ETHICS GROUP 10 REPORT: NIKE

Lecturer : Dr. Nguyen Bich Ngoc

Class : International Business Management 64D
Student Name + ID : Vu Thuy Duong - 11221646
Lam Hoang Mai
Hoang Thi Thanh Ha
Nguyen Thi Ha Vy
Pham Trung Kien

Ha Noi, June 2023

 INTRODUCTION

"Just do it"—a statement that sparkled in each individual's significant thoughts of

inspiration and emphasized the power of self-confidence—is a classic slogan of
Nike, Inc., the largest sneaker manufacturer in the world. With a mission to "do
everything possible to expand human potential Nike is not just a company selling
sport products; it is more frequently connected with selling a vision, an ambition,
and an aspiration. With an open mind and being a multinational brand, Nike
created stories for every race and every nation where individuals are on the path of
discovering and completing themselves. Nike is renowned for both its high-quality
footwear and its ethical responses to moral quandaries due to the fact that they
acknowledge deeply what their customers want and need and also apprehend the
social opinions about them because no company or corporation in the business
market would like to lose their clients and witness a loss in profit. In this report,
we did research on the company and would like to briefly describe the background
of Nike, including how it was established, its history, and what they have done to
gain a reputation and attract customers. We also discuss several unethical cases
Nike caused and their solutions to the problems, and we end with our evaluation of
the company.

I. The background of Nike, Inc

1. Nike, Inc - Just two guys who like to run

The story of Nike begins with the story of Blue Ribbon Sports back in 1964.
Around that time, Phil Knight - founder of Nike, had just gone through
University of Oregon followed by a stint at Stanford for his MBA, leaving
him with two crucial experiences that set the trajectory of his future. At
University of Oregon, he ran for the school's track and field team, putting
him into contact with their coach, Bill Bowerman - co-founder of Nike.
Aside from an intensely competitive ethos, Bowerman displayed a
fascination with optimizing his runners' shoes, constantly tinkering with
different models after learning from a local cobbler.

According to Nike, Knight was the first student to try one of Bowerman's
shoes. Seeing him as a safely-unimportant runner to test his shoes on,
Bowerman offered to take one of his shoes and fix them up with his custom
design. Knight accepted the offer, and, supposedly, the shoes worked so well
that his teammate Otis Davis took them and ended up using them to win
gold in the 400-meter dash in the 1960 Olympics. Otis Davis insists to this
day that Bowerman made the shoes for him.

After the University of Oregon, Knight went through Stanford's MBA

program, during which he wrote a paper theorizing that the production of
running shoes should move from its current center in Germany to Japan,
where labor was cheaper. Knight got the chance to put this theory to the test
with a trip to Japan shortly after his 1962 graduation. He struck a deal with a
group of Japanese businessmen to export the country's popular Tiger shoes
into the U.S.

Coach Bowerman, who long believed that German shoes, though the best on
the market, weren't anything too special to be replicated or even improved
on, supported Knight's venture, entering into a 50-50 business deal for
ownership of their new company, Blue Ribbon Sports, established in
Eugene, Oregon, on Jan. 25, 1964.

2. History of Nike
 After founding Blue Ribbon Sports, Knight tested the waters for his
imported shoes, initially selling them out of his car when he came back to
the States.

In 1965, the ever-inventive Bowerman proposed a new shoe design to the

Tiger shoe company, one that sought to provide the right support for runners
with a cushioned inner sole, soft sponge rubber in the forefoot and top of the
heel, hard sponge rubber in the middle of the heel, and a firm rubber outsole.

This design would turn out to be both a major success and source of conflict
between Blue Ribbon and its Japanese supplier. Dubbed the Tiger Cortez,
the shoe dropped in 1967 and became an instant hit for its comfortable,
sturdy, and stylish design. Around the time of its success, though, relations
soured between Blue Ribbon and Tiger. Knight claims that the Japanese
company was seeking a way out of its exclusivity deal with Blue Ribbon
and sought to sink the company. Tiger claims to have discovered Blue
Ribbon Sports selling their own version of the Tiger Cortez under a new line
of shoes they called "Nike."

The new brand needed its own logo. They reached out to a design student at
the nearby Portland State University, Carolyn Davis, to provide sketches.
Phil Knight reluctantly settled on a swoosh design, reportedly saying, "Well,
I don't love it, but maybe it will grow on me." Davis charged $2/hour and
received a total of $35 for the logo. In 1983 Phil Knight, apparently having
come around to the logo, held a party for Davidson and awarded her 500
shares of stock, speculated to be worth roughly $1 million today.

● Logo’s history

1964–71 1971–78 1978–95 1995–present

● Nike’s timeline
 – 1964 : Nike was established on 25th January 1964 , called “Blue Ribbon
Sports”
– 1966 : BRS opens its first retail store at 3107 Pico Avenue in Santa
Monica .
– 1971 : Has been renamed Nike and will carry the new Swoosh logo
designed by Carolyn Davidson
– 1977 : Nike has its first advertising brand, which is “No finish line”
– 1980 : Nike captured 50% of the US athletic shoe market, and the
company went public in December of that year
– 1990 : Nike moved to its eight-building World Headquarters campus in
Beaverton, Oregon. Nike's first retail store, named Niketown, opened in
downtown Portland in November of that year
– 2013 : Nike became a member of the Dow Jones Industrial Average
– 2019 : The company has stopped selling directly through Amazon,
focusing more on direct customer relationship

3. The company’s business activities

NIKE, Inc. designs, develops, markets and sells high quality footwear,
apparel, and equipment, accessories and services. Its athletic footwear
products are designed primarily for specific athletic use, although a large
percentage of the products are worn for casual or leisure purposes. It focuses
on NIKE Brand and Brand Jordan product offerings in seven key categories:
running, basketball, football, men’s training, women’s training, NIKE
sportswear, and action sports. It also markets products designed for kids, as
well as for other athletic and recreational uses such as baseball, cricket, golf,
lacrosse, outdoor activities, football, tennis, volleyball, walking, and
wrestling.

The company sells a line of performance equipment under the NIKE Brand
name, including bags, socks, sport balls, eyewear, timepieces, digital
devices, bats, gloves, protective equipment, golf clubs, and other equipment
designed for sports activities. It also sells small amounts of various plastic
products to other manufacturers through its wholly-owned subsidiary, NIKE
IHM, Inc. Its reportable operating segments for the NIKE Brand are: North
America, Western Europe, Central & Eastern Europe, Greater China, Japan,
and Emerging Markets. The company wholly-owned subsidiaries include
 Converse Inc., which designs, markets and distributes casual footwear,
apparel and accessories and Hurley International LLC, which designs,
markets and distributes action sports and youth lifestyle footwear, apparel
and accessories.

● Organizational chart

● Finance
 On December 19, 2013, Nike's quarterly profit rose due to a 13 percent
increase in global orders for merchandise since April of that year. Future
orders of shoes or clothes for delivery between December and April, rose to
$10.4 billion. Nike shares (NKE) rose 0.6 percent to $78.75 in extended
trading.
In November 2015, Nike announced it would initiate a $12 billion share
buyback, as well as a two-for-one stock split, with shares to begin trading at
the decreased price on December 24. The split will be the seventh in
company history.
In June 2018, Nike announced it would initiate a $15 billion share buyback
over four years, to begin in 2019 upon completion of the previous buyback
program.
For the fiscal year 2018, Nike reported earnings of US$1.933 billion, with
annual revenue of US$36.397 billion, an increase of 6.0% over the previous
fiscal cycle. Nike's shares traded at over $72 per share, and its market
capitalization was valued at over US$114.5 billion in October 2018.
In March 2020, Nike reported a 5% drop in Chinese sales associated with
stores' closure due to the COVID-19 outbreak. It was the first decrease in six
years. At the same time, the company's online sales grew by 36% during Q1
of 2020. Also, the sales of personal training apps grew by 80% in China.

● Vision/Mission/Objectives

+ Vision : “ To bring inspiration and innovation to every athlete in the

world.”
+ Mission : “ Do everything possible to expand human potential.”
+ Objectives : To employ a range of marketing communications tactics that
can cater to the organization’s target market , who have different
nationalities , genders , cultures and ages

● Products
 Nike makes all kinds of products including gym shoes, clothing and apparel,
equipment and accessories. “In 2004, Nike products were manufactured by
more than 800 suppliers, employing over 600,000 workers in 51 countries”
(Locke, Kochan, Romis & Qin, 2007, p. 6)

+ Industry : Apparel, equipment, accessories and services (programs, sports

activities or product promotion)

+ Products : Shoes , sandals , Tee , NBA Uniform , watch , ball , etc

4. Different marketing strategies that Nike adopts

● 4Ps Strategy

A set of marketing tools including four basic elements: product (Product),

price (Price), distribution (Distribution), promotion (Promotion). The 4P
strategy is used by many businesses to achieve their goals when launching
new products.

1. Price :
– Definition : In a value-based pricing strategy, Nike considers consumers'
perceptions of a product's value, and this value is used to determine the
maximum price a consumer is willing to pay for that product. Nike's 4P
marketing strategy is successfully used against pricing strategy to maximize
profit and emphasize high value in promoting and presenting products.

– Apply : Nike's product pricing mechanism is based on :

● Value-based pricing strategy: Accordingly, Nike considers consumers'
perceptions of the value of its products to consider offering an appropriate
price for that product line.
● Special Pricing Strategies: Premium or exclusive Nike products will often
cost more.

– Evidence :
● In Vietnam, a pair of genuine Nike shoes will cost from 1.5 to 2 million
VND. The product lines with low prices are usually walking shoes, gym
shoes, in the higher segment there are football and tennis shoes.
● And the basketball shoe product line always has a high price because it is
not only what makes Nike's brand but the materials, technology, and design
are all completed to the highest level.

2. Place
– Definition : The third P is the Place . This is a method to help the brand
distribute to retail agents nationwide through main systems and different
distribution channels .
– Apply : Previously, Nike also distribute its products through retail
partner . However , Nike is gradually eliminating those partners to focus on
selling at its website and genuine stores. The most notable incident is that
Nike has terminated its sales contract on Amazon since 2019.

+ Nike's official distribution channels include:

● Retail store: this is the most important place, often located in a strategic
location and the place where the most customers can be reached. Nike now
has more than 1,000 retail stores around the world.
● Online sales: During the pandemic, Nike's online sales pages have been
effective and this will definitely be the sales channel that the company will
invest in in the near future.
● Niketown Distribution System: This is not only a point of sale business,
but also a place to build brand love, a tourist attraction. NikeTown in
London is the largest store in the world. There, not only the latest Nike
products are on display, but Nike's history, stories, and journeys will also be
on display for visitors.

– Evidence : According to calculations, Nike's sales can double if it

distributes its products directly without going through other retail systems.

3. Products
– Definition : The first P in the 4Ps Marketing Strategy is Product . Products
are the first foundation in the marketing strategy of all business activities,
the core point in meeting the needs and desires of consumers.If the product
is not good, all efforts of the business will fail.Products in Marketing are
tangible objects (such as machinery and equipment manufacturing) or
intangible services (such as hotels, tourism, telecommunications services).
– Apply : For Nike, this is considered a sportswear company that always
strives to innovate and improve technology to create, find new materials and
designs to "please" consumers.Nike's main products are divided into 3
categories:
● Shoes
● Fashion (including apparel, jewelry and accessories)
● Sports Equipment and Supplies

– Evidence : Nike Air/Air Max technology ; Lunarlon Cushion Technology ;

Nike Flyknit technology , Bag , NBA Uniform ,

4. Promotion :

– Definition : And of course, the last P is what shoppers love the most -
Promotion , the publicization of a product, organization, or venture so as to
increase sales or public awareness .

– Apply :
+ Nike implements promotional tactics to communicate to the target
audience about the product, and then convince customers to buy.
+ Nike stands out with promotional communication strategies such as
emotional marketing strategy, using celebrity images, promoting diversity
on social networks, and inspirational ads.
+ Advertising is always the part that Nike invests the most. The company
sponsors many top athletes, clubs and high school, university and local clubs
to create a wide coverage.
+ NIKE's TVCs all touch on the emotions of customers, with words of
encouragement for everyone to move forward and not try, overcome
adversity to reach success.

– Evidence :
+ With the use of celebrities, Nike always works with the best athletes in
the sport they represent, for example: Cristiano Ronaldo (soccer), LeBron
James (basketball), Rafael Nadal (pants) racket) or famous football clubs
such as Barcelona (Spain), Chelsea (England), Paris Saint-Germain
(France).
 + Nike tested it successfully and now the business has become one of the
largest social networking businesses in the world, surpassing Google,
Instagram or Pinterest. Nike has 35 million Facebook likes, 8.9 million
Twitter followers, and over 191 million Instagram followers

● Advertising

In 1982, Nike aired its first three national television ads, created by newly
formed ad agency Wieden+Kennedy (W+K), during the broadcast of the
New York Marathon. The Cannes Advertising Festival has named Nike its
Advertiser of the Year in 1994 and 2003, making it the first company to
receive that honor twice.
Nike also has earned the Emmy Award for best commercial in 2000 and
2002. The first was for "The Morning After," a satirical look at what a
runner might face on the morning of January 1, 2000, if every dire
prediction about the Y2K problem came to fruition. The second was for a
2002 spot called "Move," which featured a series of famous and everyday
athletes in a variety of athletic pursuits.

II. The case of Nike

We looked at several ethical issues including human rights, worker's
rights, supply chain management, pollution and toxics, habitats &
resources, environmental reporting, use of controversial technologies,
political activities, anti-social finance and animal rights. Nike has
contracted with more than 700 shops around the world and has offices
located in 45 countries outside the United States. Most of the factories are
located in Asia, including Indonesia, China, Taiwan, India, Thailand,
Vietnam, Pakistan, Philippines, and Malaysia. Nike is hesitant to disclose
information about the contract companies it works with. However, due to
harsh criticism from some organizations like CorpWatch, Nike has
disclosed information about its contract factories in its Corporate
Governance Report.

1. Human rights
 Although earning $800 million annually and lavishing millions on
star athletes to endorse their products, many unsafe conditions were
found at one of the shoes manufacturer’s plants in Vietnam. In 1997,
Ernst & Young attacked Nike over low pay, long hours and damaging
air quality in factories. The Ernst & Young report painted a dismal
picture of thousands of young women, most under age 25, laboring 10
1/2 hours a day, six days a week, in excessive heat and noise and in
foul air, for slightly more than $10 a week. Therefore, Nike had to
take numerous steps to improve working conditions. After 10 months,
it was reported to be ''clean, organized, adequately ventilated and well
lit''.
On the other hand, as one of the world’s largest athletic brands, Nike
faces great criticism in regards to their use of labor sweatshops in Asia.
It was found that up to 50% of the factories limited their employees’
bathroom and water usage. Employees were forced to work over sixty
hours each week and were punished if they refused to work overtime. In
these sweatshops, women are much underpaid, hardly enough to cover
their basic living. Workers have claimed to be both verbally and
physically abused by their employers. Being such a popular and well
known brand, Nike has an image to uphold. Though Nike claims to put
effort into resolving these issues of abuse among their factories, some
are skeptical as to how dedicated Nike really is to put an end to the
horrendous working conditions of their Asian factories.

2. Pollution and toxics

An Unearthed investigation has revealed how off-cuts from

Cambodian factories supplying major brands are being used to fuel
brick kilns – exposing workers to toxic fumes.

Our investigation found tags, labels, footwear, fabric and garment

scraps from Nike, Ralph Lauren, Michael Kors, Reebok, Next, Diesel,
and Clarks at five different kilns alongside evidence that kilns were
using garment waste in their fires.

Manufacturing bricks workers move dried slabs of clay by hand into

the kilns, where they burn for a couple of days in temperatures
reaching up to 650°C. To maintain such heat, the kilns need to stay
 fired, and workers burn fuel – in some instances a mix of garment
waste and wood – around the clock.

Often associated with plumes of black, choking smoke, the

incineration of garment waste, which commonly contains toxic
chemicals, endangers the health of vulnerable kiln workers. Reported
health impacts include coughs, colds, flus, nose bleeds and lung
inflammation. It is also exacerbating the carbon footprint of clothes
destined for Europe and the US, despite commitments to cut
emissions from clothing manufacturers.

“The burning of acrylic garments, especially when combined with

plastic bags, hangers, rubber and other waste as occurs in Cambodia,
releases plastic microfibres and other toxic chemicals into the
immediate environment which compromise the health of workers and
neighbors on a short and long term basis. The human impacts, in
particular, are substantially worse than burning wood and have been
highlighted in a recent UK parliamentary report as a major problem in
the industry,” says Dr Laurie Parsons of UK’s Royal Holloway
University. Parsons co-authored a seminal 2018 report exposing the
practice of garment incineration in Cambodian kilns.

3. Environment

Nike received Ethical Consumer’s worst rating for its cotton sourcing
policy, because it lacks a clear approach to use of pesticides and
herbicides. Cotton accounts for 12.34% of all insecticide sales and
3.94% of herbicide sales, even though cotton covers only 2.78% of
global arable land. Nike used some organic cotton and Better Cotton
Initiative (BCI) certified cotton, but this wasn’t 100%. Companies
that have the environment in mind should have a clear statement
committing to the use of 100% sustainable cotton.

Nike also uses leather as a substantial part of its business. The leather
industry uses a cocktail of harmful chemicals to preserve leather.
Tannery effluent also contains large amounts of other pollutants
which can pollute the land, air and water supply, making it a highly
polluting industry. Nike made reference to using Leather Working
 Group (LWG) certified leather in its Impact Report 2019, but no clear
information was provided about what percentage was certified 100%
LWG gold standard. LWG Gold is the only standard Ethical
Consumer considers positive.

4. Animal rights

Sportswear leader Nike proudly unveiled its latest innovation in

material earlier this week, namely ’Flyleather’. The new ‘super’
material is said to be both sustainable as well as premium, as it is
made from at least 50 percent recycled natural leather fiber, as well as
water power.

Nike claims that the new material has the potential to revolutionize
the industry as its Nike Flyknit did when it was launched in 2012, as it
sees Nike using discarded leather scraps from the floor of tanneries
and using them together with synthetic fiber to create a new material.
Up to 30 percent of a cow’s hide is discarded during a typical leather
manufacturing process according to Nike, but its new innovative
material takes waste scraps to create something new.

However animal rights organization PETA argues that this innovative

material is still harmful to the planet as it still uses real leather.
“Consumers beware: Half of Nike’s Flyleather is made from the skins
of sensitive cows who didn’t want to die—the same struggling
animals from the same bloody tanneries that produce any other
leather, with nothing “recycled” about it,” said Tracy Reiman, PETA
Executive Vice President. “PETA urges Nike to embrace the vegan
half of Flyleather and switch entirely to high-performance, sustainable
vegan leather.”

The sportswear giant argues that Flyleather uses 90 percent less water
and has a 80 percent lower carbon footprint than traditional leather
manufacturing, which has the second-highest environmental impact
on Nike’s carbon emissions and water usage. One pair of Nike
Flyleather shoes is said to have half the carbon footprint as a pair of
shoes made from traditional leather and as the material is produced on
a roll it creates less waste than traditional leather.
 However because the new material also consists of a blend of natural
and synthetic fibers, it makes it more difficult to recycle the fibers
used to make Flyleather once more, raising questions concerning the
sustainable nature of the material.

5. Sweatshops

In the 1990s, Nike received criticism for its use of sweatshops.

Beginning in 1990, many protests occurred in big cities such as Los
Angeles, Washington, DC and Boston in order to show public outcry
for Nike's use of child labor and sweatshops. Nike has been criticized
for contracting with factories (known as Nike sweatshops) in
countries such as China, Vietnam, Indonesia and Mexico. Vietnam
Labor Watch, an activist group, has documented that factories
contracted by Nike have violated minimum wage and overtime laws
in Vietnam as late as 1996, although Nike claims that this practice has
been stopped. The company has been subject to much critical
coverage of the often poor working conditions and exploitation of
cheap overseas labor employed in the free trade zones where their
goods are typically manufactured. Sources for this criticism include
Naomi Klein's book No Logo and Michael Moore documentaries.
Campaigns have been taken up by many colleges and universities,
especially anti-globalisation groups, as well as several anti-sweatshop
groups such as the United Students Against Sweatshops.
As of July 2011, Nike stated that two-thirds of its factories producing
Converse products still do not meet the company's standards for
worker treatment. A July 2011 Associated Press article stated that
employees at the company's plants in Indonesia reported constant
abuse from supervisors.

6. Social Controversy

Lil Nas X Satan Shoes

On March 29, 2021, American rapper Lil Nas X partnered with New
York-based art collective MSCHF to release a modified pair of Nike
Air Max 97s called Satan Shoes. The shoes are black and red with a
bronze pentagram, featuring the Bible verse Luke 10:18 and are filled
 with "60cc and 1 drop of human blood." Only 666 pairs were created
and were sold at a price of $1,018. Nike immediately iterated that they
were uninvolved in the creation and promotion of the shoes and did
not endorse the messages of Lil Nas X or MSCHF. Nike filed a
trademark lawsuit against MSCHF with the New York federal Court,
in an effort to stop the distribution of the shoes. On April 1, a federal
judge ordered a temporary restraining order blocking the sale and
distribution of the shoes pending a preliminary injunction.

III. Nike’s sustainabilities

Nike Inc. has been committed to fighting climate change by becoming a
sustainable business. Even as they continue to grow, they have still achieved
reducing their environmental impact. The company acknowledges both
triumphs and problems in its FY12-13 Sustainable Business Performance
Summary, while they are making progress in major impact areas such as
climate and energy, labor, chemistry, water, waste, and community. The
company's progress is evidenced by an absolute reduction in carbon emissions
of close to 3% across the whole value chain from its FY11 baseline, though
sales increased by 26% during the same year. Production increased as the
company met its strategic goal of sourcing from fewer, higher-performing
contract factories, with a 14% decrease - from 910 to 785 plants during the last
two years.
Nike Inc. is investing in sustainable materials and production techniques in
addition to lowering their carbon footprint to combat climate change. A variety
of environmentally friendly items created with materials including recycled
polyester, organic cotton, and water-based adhesives have been introduced by
Nike. For fiscal year 2015, the company enhanced water efficiency by 15% per
unit in clothing materials dyeing and finishing and footwear manufacturing, as
well as achieved a 20% reduction in CO2 emissions and a 10% decrease in
waste. Additionally, they have used cutting-edge manufacturing techniques that
lessen waste production and the overall environmental impact of their
products.
In 2019, Nike began an innovative program called "Move to Zero," which
is an effort to achieve zero waste and zero carbon in the organization's supply
chain and product lifetime. The project comprises a variety of tactics, including
boosting the use of sustainable materials, investing in renewable energy, and
 enhancing energy efficiency. The efficiency of designs calculated for the Move
to Zero collection is 90% or higher, which means that almost all of the fabric
used in production ends up in the garment rather than in the trash. The men's
and women's sections of the collection contain at least 60% organic and
recycled materials, including sustainably sourced cotton.

IV. Evaluation
It is observed that Nike Inc. is one of the world’s leading sports goods
brands that operate in different parts of the world. For this reason, it is quite
important from the perspective of Nike Inc. to assess and select a market
where they can easily run their business operations and compete with their
competitors viably (Malhotra, et al2009). Furthermore, the selection of the
market is very important to the success of any organization. That is why the
top officials of Nike Inc. are quite keen to consider all possible factors
through which they can get maximum benefit. The research carried out by
administering questionnaires to Nike stakeholders revealed one thing,
“Importance of positive publicity.” Putting itself in a unique position to
capitalize on opportunities has been crucial to Nike, Inc. Extensive
advertising, improved brand recognition, a broader range of products, and a
dogged determination to better compete with rivals have all contributed to
this result. Nike employs various business strategies, including strategic
management models, product differentiation, and well-established
distribution channels. The Swoosh logo and the slogan “Just Do it” have
become synonymous with the high quality of Nike’s products in the minds
of many. Ingenious advertising and top-notch goods are what keep
customers coming back for more. Everything that Nike does is meant to
protect its reputation in the industry. Many secrets and red flags hidden by
the company are meant to keep its clean image before the public and its
customers.

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