Strategic Marketing

Subject Overview

English champion soccer team Manchester United a record $450 million to wear Nike shirts and shorts for fourteen years. But the athlete that best typifies today’s Nike is the cyclist Lance

Armstrong, who beat cancer, then broke into the insular world of European cycling to win the Tour de France in 1998. As he continued to dominate the sport, he attracted critics who claimed he

had used drugs (even though he has never tested positive). But Armstrong toughed it out, remained focused on the basics, training hard in the mountains, and in 2005 came back to win the Tour

for a record-breaking seventh time. Courageous. Unstoppable. And wearing Nike.