Nike

Nike's Heritage

NIKE, pronounced NI-KEY, is the winged goddess of victory according to Greek mythology. She sat at the side of Zeus, the ruler of the Olympic pantheon, in Olympus. A mystical presence, symbolizing victorious encounters, NIKE presided over history's earliest battlefields. A Greek would say, "When we go to battle and win, we say it is NIKE." Synonymous with honored conquest, NIKE is the twentieth century footwear that lifts the world's greatest athletes to new levels of mastery and achievement. The NIKE 'swoosh' embodies the spirit of the winged goddess who inspired the most courageous and chivalrous warriors at the dawn of civilization. (from Nike Consumer Affairs packet, 1996)

The Swoosh

The SWOOSH logo is a graphic design created by Caroline Davidson in 1971. It represents the wing of the Greek Goddess NIKE. Caroline Davidson was a student at Portland State University in advertising. She met Phil Knight while he was teaching accounting classes and she started doing some freelance work for his company. Phil Knight asked Caroline to design a logo that could be placed on the side of a shoe. She handed him the SWOOSH, he handed her $35.00. In spring of 1972, the first shoe with the NIKE SWOOSH was introduced.....the rest is history! (from Nike Consumer Affairs packet, 1996)

A brief history of Nike

The Nike athletic machine began as a small distributing outfit located in the trunk of Phil Knight's car. From these rather inauspicious beginnings, Knight's brainchild grew to become the shoe and athletic company that would come to define many aspects of popular culture and myriad varieties of 'cool.'

Nike emanated from two sources: Bill Bowerman's quest for lighter, more durable racing shoes for his Oregon runners, and Knight's search for a way to make a living without having to give up his love of athletics. Bowerman coached track at the University of Oregon where Phil Knight ran in 1959. Bowerman's desire for better quality running shoes clearly influenced Knight in his search for a marketing strategy. Between them, the seed of the most influential sporting company grew.

The story goes like this: while getting his MBA at Stanford in the early '60s, Knight took a class with Frank Shallenberger. The semester-long project was to devise a small business, including a marketing plan. Synthesizing Bowerman's attention to quality running shoes and the burgeoning opinion that high-quality/low cost products could be produced in Japan and shipped to the U.S. for distribution, Knight found his market niche. Shallenberger thought the idea interesting, but certainly no business jackpot. Nothing more became of Knight's project.

Cut to 1963. Phil Knight traveled to Japan on a world-tour, filled with the wanderlust of young men seeking a way to delay the inevitable call of professional life. Seemingly on a whim, Knight scheduled an interview with a Japanese running shoe manufacturer, Tiger--a subsidiary of the Onitsuka Company. Presenting himself as the representative of an American distributor interested in selling Tiger shoes to American runners, Knight told the businessmen of his interest in their product. Blue Ribbon Sports--the name Knight thought of moments after being asked who he represented--was born. The Tiger executives liked what they heard and Knight placed his first order for Tigers soon thereafter.

By 1964, Knight had sold $8,000 worth of Tigers and placed an order for more. Coach Bowerman and Knight worked together, but ended up hiring a full-time salesman, Jeff Johnson. After cresting $1 million in sales and riding the wave of the success, Knight et. al. devised the Nike name and trademark Swoosh in 1971.

By the late '70s, Blue Ribbon Sports officially became Nike and went from $10 million to $270 million in sales. Katz (1994) describes the success via Nike's placement within the matrix of the fitness revolution: 'the idea of exercise and game-playing ceased to be something the average American did for fun,' instead Americans turned to working out as a cultural signifier of status. Clearly, the circumstances surrounding the shift are not this simple; it is one of the aims of this project to discover other generators of popular attention to health.

If Nike didn't start the fitness revolution, Knight says, "We were at least right there. And we sure rode it for one hell of a ride" (Katz, 66). The 80s and 90s would yield greater and greater profits as Nike began to assume the appearance of athletic juggernaut, rather than the underdog of old. "Advertising Age" named Nike the 1996 Marketer of the Year, citing the "ubiquitous swoosh...was more recognized and coveted by consumers than any other sports brand--arguably any brand" (Jensen, 12/96). That same year Nike's revenues were a staggering $6.74 billion. Expecting $8 billion sales in fiscal 1997, Nike has targeted $12 billion in sales by the year 2000.

And all from the back of a car.

Few can question Nike's financial hegemony. But nearly $7 billion in revenues clearly begs the question, What sells these shoes? It is my assertion that Nike's power to sell comes from deep-rooted yearnings for cultural inclusiveness and individual athletic accomplishment. These seemingly paradoxical desires collide in consumers hearts and minds and produce the unyielding zeal for Nike shoes and apparel. Unfortunate effects of this zeal can be found in the rash of Nike apparel killings in 1991 and the profusion of Nike collectors and webpages designed around the company's products.

Nike appeals to these disparate elements of Americans' personalities through an advertising philosophy that is, at once, simple and sublime. In addition, Nike's practice of top-level athletes promoting their products appeal to countless ages and creeds as a way to identify with and emulate their athletic heroes. These forces work powerfully upon the individual consumer, but one should not lose sight of the cultural context in which the individual moves.

Adidas

Adidas was founded by Adi Dassler, brother of Rudolf Dassler who founded Puma.Adi Dassler formed Adidas - a combination of his nickname, Adi, and the first three letter of his last name.

The Adidas trademark is the three stripes registered in 1948 which means mid-foot stability. The 'trefoil' logo was introduced much later in 1972. The three leaves symbolized the Olympic Spirit, linking the three continental plates.

This can only be found on old model shoes and clothing - for example, Superstars, Stan Smiths, A-15 Warm-Up tracksuits and the classic T-shirt. Rap legends like Run DMC and Beastie Boys always rocked Adidas shoes in a b-boy style as seen in their MTVs, a style that has been copied by the fashion world ever since.Run DMC loved their shoes so much they composed a song called 'My Adidas'. Adidas Superstars, or 'shell toes' to some, are one of the biggest selling shoes in the world.

From the Olympic field to the streets, athletics to B-boys, rappers to rock stars and coast to coast. Adidas is more just a sporting brand! It has transformed and become a fashion statement, and that, is an achievement that few sport brands have succeed.

In the early eighties, the Adidas shoes become the shoe of choice for the northern England soccer teams fans that were traveling to Europe. Fans would bring back the latest models, and the games became more of a fashion stand-off with rival teams competing for the next look. Once, the bother boot, flares and scarves were the look, and now, Trimm Trabs, Munchens, Alassios, Triestes and Gazelles, combined with Italian sportswear, Nani Bon sweaters and Lois jumbo cords.

With streamline design and blended with beautiful colors and suede, Adidas shoes have always had a strong love affair with the cream of British Mod influenced musicians such as Oasis' Noel and Liam Gallagher, Paul Weller, The Charlatans, and such.

Ronaldo

A most talented and powerful forward striker Ronaldo Luiz Nazario de Lima known as Ronaldo was born on 22nd September 1976 at Bento Ribeiro in Brazil. Ronaldo is a Brazilian footballer who is widely considered to be one of the best strikers of all time. He earned the nickname of fenomeno.

At the age of 14, Ronaldo joined the Brazil youth team and also signed for Cruzeiro Esporte Club by Jairzinho. In 1993, sixteen years old Ronaldo had already scored 59 goals in 57 matches for Brazil's under-17 squad. By the end of 1994 he had joined the squad of the national team.
In 1996-1997, Ronaldo played arguably his best season, scoring numerous spectacular goals for FC Barcelona. One of them, a solo goal against Compostela, is considered one of the most amazing goals in football.

He then moved to the club Inter Milan. In April 1999, Ronaldo married Milene Domingues. The marriage lasted four years and ended in a divorce. A year later, he severely injured his right knee and was out of the game for several months. After two operations and twenty months of rehabilitation, Ronaldo managed a comeback during the 2002 FIFA World Cup.

In 2002, he was awarded the title of the World's best soccer player for the third time, and transferred from Inter Milan to Real Madrid after frequent disputes with Inter Milan coach Hector Cuper.

Ronaldo scored an unusual hat-trick for Brazil against archrivals Argentina in a Conmebol qualifier for the 2006 World Cup. In February 2005 he married Brazilian model and MTV vj Daniela Cicarelli. One month later she got pregnant but, unfortunately, she lost her baby. In the following month they separated.

Soccer superstar fulfils poor boy’s promise

"I suffered a lot during my childhood and I have not forgotten my origins." Growing up poor in Brazil prompted Ronaldo to become a UNDP Goodwill Ambassador in 2000 to help move the world against poverty in the new millennium.

"When I was a child I vowed that one day I would become rich so that I could help my family," he recalls. He began playing soccer barefoot in the streets of the poor Rio de Janeiro neighbourhood of Bento Ribeiro, where he was born in 1976, and signed up with his first club when he was 14 years old.

"In football I learned that with motivation and determination I could achieve my dreams – even if they seemed impossible at times. If the whole world unites against poverty and hunger, we can beat it and become champions."

Ronaldo has personally committed to developing new partnerships, to spread the word to help sensitize people to bring about real and tangible change in the struggle against poverty. "No one should be doomed to a life of poverty, whether by birth or as a consequence of war," he declares.
In the years since his appointment, Ronaldo has shone the light of his soccer superstardom on what needs to be done. "I am particularly concerned that everyone should be able to have an education to be equipped for life," he says. "The goal of ending poverty is within reach and everyone can contribute to it by getting involved or supporting organizations that are already working to give the poor a better life."

Despite his optimism, Ronaldo has no illusions of the immensity of the task. "There are many challenges ahead of us," he points out. "Today millions of people still go to bed hungry every night, a women dies of pregnancy or childbirth every minute, HIV/AIDS continues to spread and destroy families and communities, and a child dies every three seconds from preventable diseases."

When the call came from UNDP, Ronaldo recalls, "I could not think of a better way to start the season in 2001 than in a single event that brings together two great motivations -- football, which is my passion, and my responsibilities as UNDP Goodwill Ambassador, in the service of the fight against poverty."

A highlight of his career as Goodwill Ambassador was an appearance along with fellow Goodwill Ambassador Zinédine Zidane and such stars as England's captain David Beckham, Brazilians Rivaldo and Roberto Carlos in the Match Against Poverty in Basel, Switzerland, in December 2003. "It was a real thrill to have my friends join me to raise awareness and take a stand against the deprivation that plagues one-fifth of the world population," he remembers.
"I think that those who came to the match realized that they were taking an active part in helping bring hope back to people who are trying their very best to lift themselves out of poverty." The event raised more than US$800,000 for anti-poverty projects in developing countries.

As with his soccer, Ronaldo’s anti-poverty efforts began among the poor children of Brazil, funding projects to help those living in the favelas of Rio de Janeiro. He supported the inter-agency efforts of UNAIDS as special representative in its 1998 and 1999 awareness-raising campaigns against HIV/AIDS.

In 1999, Ronaldo launched the UNDP global mobilization campaign called Teams to End Poverty, donating a cheque for the rehabilitation of a school in Kosovo.

ronaldinho

Ronaldo de Assis Moreira (born March 21, 1980 in Porto Alegre, Brazil) is a footballer more commonly known as Ronaldinho Gaúcho. Ronaldinho is Portuguese for Little Ronaldo, and the nickname was given to distinguish the then rising star from fellow Brazilian superstar footballer Ronaldo, who was playing for the Italian club F.C. Internazionale at the time. Gaúcho is the nickname for people from the Brazilian player's Rio Grande do Sul region.

He was part of Brazil's 2002 World Cup winning team and was voted 2005 European Footballer of the Year by the European sports press, the 2004 and 2005 FIFA World Player of the Year by national team captains and coaches, as well as the 2005 FIFPro World Player of the Year by players from leagues all over the world, making Ronaldinho the current holder of all three major individual football awards.

Biography

As a child, Ronaldinho played both futsal and beach football. He made his first newspaper appearance at 13, after scoring 23 goals in a football match.[1] He made a name for himself as the top scorer at the under-17 world championship in Egypt, then began his professional career at Grêmio, where he played from 1998 to 2001. He made his first appearance for the Brazilian national team on June 26, 1999, scoring against Venezuela to help the team win the Copa América. He scored 27 goals in his first 62 matches for Brazil.During his time at Gremio many clubs were rumoured to be vying for his signature including Leeds.

In 2001, Ronaldinho signed a five-year contract with Paris Saint-Germain (PSG) and started playing at the beginning of the season. However, even though Ronaldinho had been a free agent from July 1, 2001, Grêmio demanded compensation from PSG and received $4.5 million. During his time at PSG, the manager, Luis Fernandez, claimed that Ronaldinho was too focused on the Parisian nightlife rather than on his football.

In 2002, Ronaldinho helped Brazil win the World Cup. One of the highlights of the tournament was a outrageous (if fortunate) 35-metre lob he scored against England in the quarter-finals in Shizuoka, although he was sent off soon after a harsh foul on Danny Mills.

In 2003, Ronaldinho made it known he wanted to leave PSG after they failed to qualify for any European competitions. That set off a bidding war among the top clubs for his services. On July 19, FC Barcelona snapped him up for €27 million, beating Manchester United to his signature. Ronaldinho justified their purchase, leading them to a second-place finish in La Liga during the 03/04 season. Together with Samuel Eto'o, Deco, Ludovic Giuly, and Henrik Larsson, he comprises part of an awesome strike force which reaped the 2004/05 La Liga title for FC Barcelona.

On December 20, 2004, Ronaldinho was named FIFA World Player of the Year ahead of Arsenal's Thierry Henry and AC Milan's Andriy Shevchenko. On June 29, 2005, he played a pivotal role as the captain of the Brazilian squad which won its second FIFA Confederations Cup title, where he was named Man of the Match in a 4–1 victory over Argentina in the final. Pelé named Ronaldinho in his 125 Top Living Footballers in March 2004. In 2005 Ronaldinho was named as both the European Footballer of the Year and the best striker in the UEFA Champions League tournament of 2004/2005. Ronaldinho is the third Brazilian to win the European Footballer of the Year Award[2]. On December 19, 2005, he was again named FIFA World Player of the Year ahead of Chelsea's Frank Lampard and Barça teammate Samuel Eto'o with 910 votes.

On November 19, 2005, he scored two amazing goals to help FC Barcelona to a 0–3 win over arch-rivals Real Madrid at the Santiago Bernabeu in Madrid. After he scored his second goal of the night, his team's third, a large part of the Madrid faithfuls gave him a standing ovation, a rare feat which occurred last when Diego Maradona was in Barcelona.

On December 2005, he and Mauricio de Sousa, a famous Brazilian comic books author, anounced the creation of a comic character of Ronaldinho and some of his relatives, as his brother and his mother. He has a son named Joao, who was born in February 2005.

He was then again in December voted FIFA World Player of the Year by a large margin, beating Chelsea F.C's Frank Lampard and strike partner Samuel Eto'o.