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NIKE Corp., established in 1972, is now having a campaign to celebrate its 30th anniversary. For human being,“30”comes naturally and easily, because time flies. But for a company, it deserves to be mentioned or to celebrate for its still meaningful living on the globe.

The company is famous for its marketing strategies and its hooked symbol, or Swoosh. It went through a tough time in its starting period, and the archrivals like Adidas and Converse were so huge at that time. But NIKE survived and found its way to promote themselves to consumers. Nowadays, it becomes a giant in sports goods. With its diversified product lines, NIKE is now more popular, unbeatable, and profitable.

If you visit its website, you’ll find some stories and the key factors for its triumph. In my viewpoint, the slogan “Just Do It” deeply rooted in the whole organization has led this company to today’s accomplishment. It seems that all employees there value sport spirit and creativity highly, so what they do makes a difference. Besides, the endorser strategy successfully influenced audience. Since mid ‘80s, NIKE cleverly combined itself with the NBA superstar, the world’s most famous athlete, Michael Jordan, to market for NIKE, not only the merchandise, but also the brand. Almost everyone, basketball fans or not, knows that Michael Jordan is a basketball genius, but what makes him succeeded in the NBA with six champion rings and countless awards is his persistent will to win and the positive attitude toward games. We could see how this guy made things different by his passion. By wearing NIKE’s stuff , we let NIKE help us to strengthen that power.

In the 21st century, under the “Just Do It” structure, NIKE tells us to “always look on the bright side of life,” even when the economy is pretty bad and the world is a mess now. Just do some exercise to relax your tension, and don’t give up anytime, anywhere. Hang it on, coz it’s worthy!

NIKE, in some aspect, is beyond a brand name, but a symbol of sports spirit.