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