Blueprint for Success

I researched vigorously for a solid three hours. Two cups of coffee and a headache later I came up empty. I've always felt any data one might inquire about could be found on the information super highway, and I am a spectacular researcher to boot. However, I was able to gather very little negative press about this company and the products they produce. They are the leading supplier of athletic shoes, apparel, and sports equipment. The company employs over 30,000 people world-wide. Air Jordan, the greatest basketball player of all time has been lacing up his Nikes for over two decades.



Nike is not only the world’s most successful sports apparel brand, but a legit powerhouse who actively participates in the online environment. In this technology based era, the internet is the most prevalent platform for information. Therefore a division of individuals dedicated to objectively researching the conversations taking place about the brand, product, and name is vital to company achievement. The discussions may range from news about their specific industry or marketplace of operation, but more critically public opinions that may impact the company. This branch makes it their personal mission to observe and protect their association from negativity. So, what happens when a white boy from Orlando sustains an injury due to broken Nike footwear?

A week an a half ago I sprained my ankle while playing basketball with some friends. On the first play of the game I split the defense and drove the lane to only end up on the scorching concrete with the Florida sun beaming down on me. Sporting my favorite pair of Nike Shox (and one of Nike’s most popular shoes), I came down from my acrobatic lay-up (which i will have you know did go in the hole) to roll my ankle and break the bottom part of my right shoe (the shox). The next thing I know I'm shooting the breeze with a wonderful lady named Grace at check in at the Altamonte Springs, Florida emergency room. I checked in with the doc and he determined that my injury was a bad sprain, but not a break. He then reassured me that it would have actually been better if I broke my ankle because it would most likely heal faster and hurt less; thanks doc! After sharing these thoughts with me he proceeded to re-wrap my injury, give me an ankle brace, write me a prescription, and give me cute little doctors notes for school and work. I went home and practiced the art of R.I.C.E (rest, ice, compression, elevation) for seven straight glorious days only getting up to use the bathroom or take a shower. So, as one might imagine, I had plenty of free time on my hands. I began to inquire whether or not others have had a similar experience. I mean let’s be honest, my ankle was now sprained because my shoe, which I invested my money and piece of mind in, really let me down.



Don't get the wrong idea, I love Nike. I've been wearing Nike since i was in dippers. Seriously, my mom still has a ridiculous picture hanging in the living room of me when I was twelve in my Chicago Bulls Michael Jordan uniform decked out in Nike shoes and wrist-bands. I catch flack for it every-time friends come over to the house. I keep telling her it has to go.

Nike researches public opinion, and after extensive research of my own, it appears they may just be the blueprint for excellent brand monitoring. My efforts to seek out negative feelings towards the name was fairly unsuccessful. This does not mean I am the only one to sustain an injury while wearing Nike gear, yet it does prove that the company does a spectacular job of keeping their name clean throughout cyberspace. It is my opinion that any up and coming companies should look no further than Beaverton, Oregon and Nike headquarters for a winning model in the field of brand monitoring.



As for that white boy, well; he’s sending in his old pair of broken down shox in for a new *free* pair of kicks, heck of a PR move don’t cha’ think?
-DP.