Mike Son
Speech 1315-02L
Mr. Bill Carr
16 Oct. 14
Specific Purpose: To inform the audience about the top sports brand in the word, Nike Inc.
Thesis Statement: Understanding what makes up the history of Nike Inc., how Nike Inc.
dominated the global market in sports brand, and why Nike Inc. still remains the top sports
brand in the world can easily help you get a grasp of the importance of the brand, Nike.
Introduction:
I. (Attention Getter) On October 7, 2014, Forbes listed Nike as the most valuable sports
brand in the world. With a value of $10.7 billion, the Nike Brand is almost untouchable
among its competitors. It controls 62% of the U.S. athletic footwear market, including the
Jordan brand and has over 1000 stores globally.
II. (Credibility Statement) According to Forbes, the company is worth an estimated $19
billion this year, up $1.7 billion more than in 2013 and holds the uncontested accolade of
the most valuable sports brand in the world.
III. (Preview) Today, I will tell you about the brand, Nike.
A. First, I will illustrate the history of the Nike Brand.
B. Second, I will tell you how the brand dominated the sports market.
C. Third, I will share with you why the Nike Brand still remains the top sports
brand in the world.
(transition: Let me begin by explaining the history of the Nike Brand.)
Body:
I. Before the famous “Swoosh” came into being, before Nike took uncontested command
of the sports brand world, there were two visionary men who innovated a revolution in
athletic footwear that redefined the industry.
A. The two founders of the brand, Nike.
1. Nike, originally known as Blue Ribbon Sports (BRS), was founded
by University of Oregon track athlete Philip Knight and his coach Bill
Bowerman in January 1964 (KicksOnFire, 2005).
2. Before the Blue Ribbon Sports business that would later become Nike
flourished, Phil Knight was a Certified Public Accountant, firstly
with Price Waterhouse, and then Coopers & Lybrand. Knight then
became an assistant professor of business administration at Portland
State University Sneaker (KicksOnFire, 2005).
3. Bowerman coached track at the University of Oregon before he entered
into a handshake agreement with Phil Knight, to start an athletic
footwear distribution company called Blue Ribbon Sports, later known
as Nike, Inc. Knight managed the business end of the partnership,
while Bowerman experimented with improvements in athletic
footwear design (KicksOnFire, 2005).
B. The origin of the famous Swoosh.
1. The Nike “Swoosh” is a corporate trademark created in 1971 by Carolyn Davidson,
while she was a graphic design student at Portland State University. She met Phil Knight
