NIKE
SWOT Analysis
Strengths• Strong global brand• Innovative R&D• Fortune 500 company• Strong strategic alliances with
suppliers and sport teams
Weaknesses • Revenue dependent on footwear sales
• Unwilling to disclose information concerning its partnering companies
• Poor working conditions, exploits cheap workforce overseas
• Violated overtime laws and minimum wage rates in Vietnam (1996)
• Child labor in Pakistan and Cambodia (1990s)• Not culturally aware
Opportunities• Produce products from manufacturing waste • Implement more eco-friendly programs similar
to “Reuse-A-Shoe Program” to promote environmental awareness
• Create eco-friendly stadium & sports complex
Threats• Textile industry poses environmental hazards• Negative publicity due to cultural insensitivity
in marketing campaigns & labor ethics
The New Direction
To create the first green stadium with a surrounding sports complex
Nike Stadium
Total: 166 acres 80,000 seats expanded to
90,000 for Super Bowl With 140 acres of parking;
30,000 parking spaces
Total: 50 square acres25 acres softball/baseball replica stadiums5 acres football fields5 acres indoor basketball10 acres for outdoor soccer1 acre spilt between 3 cafés 1 acre for a 5 story parking structure
($200,000 per parking spot)3 acres for administration facilities, retail
stores, and locker rooms
Nike Sports Complex
Roof • 660,000 sq ft • 400,000 sq ft retractable • 260,000 sq ft green roof
Benefits of green roof: • Reduces heat • Prevents excess sewer water • Produces oxygen
Green Specifications
Solar panels• 9,200 panels • Generate 180,000 units of renewable electricity
each year• Reducing carbon emissions into the
atmosphere by more than 6.3 million pounds each year
Power generating floor• Generate power using the energy created by
people’s steps • “Bouncing” floor consisting of springs and
series of power generating blocks• Blocks: crystals produce small electrical current
when stepped on (piezoelectricity)
Benefits
Corporate social responsibilityAdded value to the value-chain Promote an eco-friendly environmentEducation of green technologyProvide an environment for athletes to stay
active and feel like a professional Provide a mutual location for various
intramural teams to compete
Creating Buzz
Flip phone content : natural way to create buzz
Through the eyes of architects, students, and green advocates
Newsworthiness: testing people’s belief of what is possible
Community Involvement
Build a platform similar to Nike’s “The Girl Effect”
Stadium and Spots Complex will be funded by Nike Foundation, but not branded by Nike
Will give the community the opportunity to share their design ideas
Social Media Platforms
The hope is that just the concept will create enough buzz from the community that this project will have a natural presence on Facebook and Twitter.
Creating Green Awareness
Easy to find, easy to understand• Label trashcans as “Landfill”• Educated the community what is recyclable • Giving people the choice and the opportunity
Sell drinks in reusable bottles, options of sport tops Water fountains Bring your own cup and receive a % off beverage Canvas bags in an assortment of sizes Bamboo towels