Nike has come a long way from its humble beginnings.It has been able to outperform adidas in sales and become the undisputed leader in the athletic shoe and apparel industry.Which of the following statements accurately explains one of the main reasons for Nike's success?
A) It stopped spending money on celebrity endorsements and started restricting its expenditure for sponsoring only track and field sports stars.
B) It made the unorthodox move to spend basically its entire budget for a specific sport on a single star athlete.
C) It spread its marketing budget more widely.
D) It focused on sponsoring future athletic superstars who embodied a likely success story.

Question

Quizplus · Accepted Answer

As discussed in Chapter Case 4, based on a highly successful string of innovations including Nike Air, by 1979 Nike had captured more than a 50 percent market share for running shoes in the United States. Rather than spreading its marketing budget more widely as was common in the sports industry at that time, Nike made the unorthodox move to spend basically its entire budget for a specific sport on a single star athlete.

Nike Has Come a Long Way from Its Humble Beginnings