Nike Continues To Dominate - With Endorsements and Technology

Despite heightened competition from new entrants like Under Armour and reinvigorated challengers like Addidas and Reebok, Nike continues to invest in the assets that have provided its advantages all along: the intangibles of design and star athletes' endorsements as well as tangible investments in new technology. JL

Marina Nazario reports in Business Insider:

The company is also pouring more money into advanced-footwear development. Nike uses
automated, high-tech knitting [technology] to 'weave' the shoe's upper" half into one piece.
Analysts believe that shoppers are hooked on casual comfort.
Nike is continuing to dominate.
This week, the company held its annual shareholders meeting and announced revenue grew 10% in the most recent fiscal year to $30.6 billion.
Nike does business in 190 countries around the world.
So what's the brand's secret to success?
Nike has signed some huge endorsement deals that are paying off.
The company signed this year's Heisman Trophy winner, Marcus Mariota, who made a successful NFL debut on Sunday with the Tennessee Titans.
In his first game he became the only quarterback in NFL history to throw four touchdowns in a half during a debut. This kind of performance and publicity is exactly what Nike needs to help drive sales and revenues.
The company is also pouring more money into advanced-footwear development.
For instance, Nike's Flyknit shoes have been wildly successful.
The Flyknit material, which debuted two years ago, is lightweight, minimalist, and fits like socks.
Cliff McBride/Getty
Nike uses "automated, high-tech knitting [technology] to 'weave' the shoe's upper" half into one piece, instead of several pieces that are stitched together, according to a recent research note by Deutsche Bank.
While the popularity of yoga pants and sneakers is often cited as a fashion trend, Morgan Stanley analysts believe that shoppers are hooked on casual comfort.
The analysts believe that shoppers will continue to choose this kind of apparel over denim.
This bodes well for Nike, which just opened its first store for women.
As this trend continues, the company could continue to expand assortments — and rake in profits.