Chap. (17) Pricing

Despite million-dollar promotional and advertising campaigns, the original Nike’s products remain unavailable to most people worldwide. The price for individual items is a little high and so the overwhelming majority of consumers buy franchise copies holding Nike’s logo. However, this is one of the reasonable business strategies applied under the conditions of globalization. Nike, Inc. has dominated the athletic shoe market, but still has some real strong competition from Reebok and Adidas. Nike currently holds over 37% of the athletic shoe market, while Reebok have about 20% and Adidas 12%.