Nike Responsibility

This Case Study will profile the approach that Nike - the world's market leader in the design, marketing and distribution of authentic athletic footwear, apparel, equipment and accessories - has taken to address and promote the issue of corporate responsibility, through a range of targeted programs and priorities. As a result of reading this Case Study, the student should be able to:

• Understand that it makes good business practice for a business to be at the forefront of developing corporate responsibility programs
• Analyse the benefits for a range of stakeholders in a business that promotes high standards of corporate responsibility 
• Explain different strategies that can be used by a business to promote corporate responsibility.

Introduction

Corporate ethical and social responsibility is an issue that has attracted much attention over recent years.

Factories and workers

Independent contract manufacturers produce almost all of Nike's products, meaning that the factories manufacturing Nike branded products are owned and operated by outside suppliers.

Athletes as Role Models (ARMTour)

The ARMTour program, sponsored by Nike, is a unique and successful program that encourages indigenous children to live healthier lives.

Reuse-A-Shoe

Community standards have changed over the last decade with consumers and other societal groups expecting companies to have a more positive environmental impact on the communities in which they operate.

NikeGO

There is much concern about growing levels of physical inactivity amongst children, which is contributing to more and more children being overweight around the world.

Company profile

Nike had humble beginnings in 1962 under the name of Blue Ribbon Sports.

Conclusion

Nike is a high-profile world leader in the design, marketing and distribution of sporting footwear, apparel, equipment and accessories.