Leadership and Management in the Event Industry: A Case Study of Nike

Leadership and Management Event Industry 1
LEADERSHIP AND MANAGEMENT EVENT INDUSTRY-CASE STUDY: NIKE
COMPANY
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Leadership and Management Event Industry 2
Introduction
In the world of sports and sports ware, there are companies that are worth mentioning to
completely define sports. In the sports industry, therefore, different companies try to edge each
other in capturing the largest market share to completely define sports in a different perspective
from main competitors and rivals. These sports giants use different strategies and approaches that
make them fit in defining sports in their own capacities.
Among the most competitive companies worth mentioning where sport industry is
involved include but not limited to Adidas, Nike, Puma, Sketchers, all of which have their areas
of specialization. Mostly, these companies use technology in different sectors of the business to
produce quality products, introduce a new product line, among others as a means of overcoming
competition. Sports typology, therefore, plays a very vital and significant role in the nature of
the industry's business or chosen line of operation.
Tjonndal (2018) asserts that innovation in sports plays a very important role in coming up
with new ideas, the transformation of the whole sport and renewal of outdated ideas. Sports
typology also shapes our view on a particular sport, how it is played, and the organization. In a
nutshell, therefore, innovation in a sports industry shapes the role of sport in our society.
Nature of the chosen organization (Academic support): Case Study- Nike
Incorporation
Nike Incorporation is one of the many sports industries that has shaped sports in different
capacities. Nike Incorporation is currently considered the world’s leading sports goods
manufacturer (O’Reilly 2014). Facing stiff competition from the like-minded organizations such
as Adidas, Nike has stood the test of time and taken a leading role in transforming the societal

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sports and its perception in line with various products/services, promotions and advocacy to say
the least. Nike has taken a central role in design, development, manufacturing, marketing, and
sales of varied sports products. Ideally, the company deals with more than just production of
sports-wear.
Nike Incorporation deals in sports goods and services that keep shaping the world of
sports. Nike products are classified as footwear, apparel, equipment, accessories, and services
which are further classified into nine categories; Running, Football, Men's Training, Women's
Training, Sportswear, Golf, Jordan Brand, Nike Basketball and Action sports (Reuters, 2018).
The athletic footwear comes in sleek designs, elegance and of specific use giving the
wearer a sense of purpose, identity, and satisfaction. For example, Nike produces the Jordan
Brand athletic footwear, accessories, equipment and apparels that promote basketball and also
involved in designing, distribution and licensing of these products under the Jumpman
trademark. The company also produces products for leisure and casual work out for the athletes.
Nike has also redefined sports dynamically by producing apparels that are licensed and with
inscribed team college and league logos that give identity to the particular sport, fans and the
teams.
Accessories and equipment that complement various products produced by Nike also
come in unique designs that promote user’s identity to the company under the Nike brand. Such
equipment and accessories including but not limited to; sports' bags, socks, sports ball, eye
guards and wear, digital devices, batts, protective wear, among other accessories that are
designed for a particular sports undertaking. According to Reuters (2018), Nike also operates a
subsidiary and offers other subsidiary plastic products such as Air-sole cushions through Nike

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IHM Inc.to other manufacturers. Therefore, Nike is a dynamic, diversified and a multifaceted
organization that has a broader visualization of the sports industry and promotes innovative
diversification of its core business portfolio to always stay the best ahead of the rest in the world
of sports.
Leadership and the impacts on the employees and the organization.
Nike's success comes as a result of visionary leadership and proper management of the
organization's core business line, something that its competitors find a great hurdle to keep pace
with. Nike continues to expand its retail businesses worldwide due to investment in manpower to
steer its core objective of building every athlete to a whole new different level of satisfaction.
Nike’s leadership is considered participatory. According to Blazek (2016), Nike’s current
CEO Mark Parker is well known for his thoughtful and not quite demanding kind of a leader
who is meticulous in design and development. He focuses his energy in developing his
subordinates to sharpen their ideas taking center stage in giving directions but also flexible to
ideas from his juniors. His leadership style which encourages participation and freewill in testing
ideas and innovations compares to an edit and amplify approach.
According to Davoren (2018), a participatory leadership has impacts to the growth of an
organization. Nike's growth that has steered it to the highest level of operation is highly
dependent on the freewill participatory leadership and management approach by most of the top
managers at the organization. Most employees at Nike have the liberty of decision making. This
helps the organization in staying ahead of their challenges and to assist their managers in solving
organizational problems.