NIKE

Nike

Nike

Differential Advantage

Nike's focus was still on track and field and for the most part track athletes were their target market. One of the first individuals to endorse a Nike product was a man who exemplified their style and way of conducting business, Steve Prefontaine. Prefontaine was a household name in the late seventies and has gone down in history as one of the best American track and field athletes ever. Prefontaine was a friend of Knight and had been coached by Bowerman at the University of Oregon.

Prefontaine embodied what Nike wanted as its differential advantage of other ...