Forbes Magazine kicks down on the details on Nike’s new decentralized domination plans for different market segments thanks to a big tear-down by Nike Chief Executive Mark G. Parker, 52.
The biggest thing he did: reorganize the company. It used to be divided into categories of products (shoes, apparel, gear like golf clubs). Now it’s divided by sport. There’s a division for soccer (shoes and apparel combined), a division for running, one for basketball, one for men’s fitness, one for women’s fitness. Each has its own product-development and marketing executives. In this taxonomy a running shoe is entirely different from a cross-training shoe—why, running is an entirely different sport from training. There are parts of the company that sell only to golfers or only to kids on skateboards. Dreamer athletes, the people who don’t run or pole vault but want to dress as if they do, have their own division (called Sports Culture at Nike).
No wonder Nike is the number one selling “skate” shoe.
[Link: Forbes]
