Ni iki cyatumye Nike itakaza ubudahangarwa ku isoko mpuzamahanga y'imyambaro ya sport?

Iyi ni imyaka igoye kuri Nike.

Uruganda rw'imyambaro ya sports runini ku isi rwitiriwe Ikigirwamanakazi cy'intsinzi mu Bugereki, rukomeje guhomba uko bukeye, rutakaza ingano y'ibicuruzwa, abaguzi, ndetse n'ubudahangarwa mu guhangana n'izindi nganda.

Uru ruganda rwahoze rukomeye nirwo rugowe no kuvugurura imikorere ngo rugumana ubuhangange ku isoko

Ubukungu bwa Nike buheruka kwerekana ibimenyetso ko ingamba zashyizweho n' uwahoze ari umuyobozi wayo mu myaka ibiri (2) ishize, akaza kugarurwa mu nshingano Elliott Hill, ziri gusiga impinduka nubwo umuvuduko ukomeye.

Gusa kuzamuka kwa Nike kwahungabanyijwe no gutakaza umukinnyi Mbappé Kylian, wahagaritse imikoranire y'imyaka 20 n'uru ruganda mu cyumweru gishize agatangira gukorana n'uruganda ruri kuzamuka vuba rwo mu Busuwisi rwa On.

Kugenda kwa rutahizamu wa Real Madrid bitera kwibaza niba Nike ishobora gukomeza kuba ikirango cya mbere, atari ku bakinnyi b'abahanga gusa, ahubwo no ku bafana bayikunda cyane.

Mu by'ukuri, Nike iracyari ikirango gikomeye kandi gikunzwe ku isi yose. Ariko amakosa yagaragaye ko agaciro k'imigabane yayo ka miliyari amagana z'amadolari kagabanutseho 75% mu myaka itanu ishize.

Mu kwezi gushize, Nike yirukanywe ku rutonde rw'isoko ry'imigabane rya S&P 100 ry'ibigo bikomeye by'ubucuruzi bw'ibicuruzwa muri Amerika.

None se ni iki cyagenze nabi? Kandi se Hill ashobora guhindura ibi ibintu?

Matt Powell, umuhanga mu gusesengura no gutanga inama mu bucuruzi mu gisata cy'imikino, avuga ko Nike yakoze "amakosa menshi mu gufata umurongo ngenderwaho "yagoranye kuyahindura, harimo no guhagarika imikoranire n'abacuruzi kugira ngo bagurishe abakiriya babo kuri interineti gusa no gutuma haboneka bicuruzwa bike (limited Editions).

Powell avuga ko: "Uko izo nkweto zagendaga ziboneka ku bwinshi, niko abantu bazikunda babaga bake."

Ibindi bibazo yiteye avuga ko birimo gukoresha amafaranga y'ubushakashatsi n'iterambere mu bikorwa by'ikoranabuhanga aho kuyashora mu bicuruzwa bishya.

"Bahagaritse cyane udushya twabo ku bicuruzwa. Hari umuntu wavuze mu buryo bw'urwenya ko bageragezaga guhindura Nike bakayigira eBay."

Ayo magambo yari agenewe John Donahoe, wahoze ari umuyobozi wa eBay wari inyuma y'ubucuruzi bwa Nike bwo kuri interineti, mbere y'uko Hill amusimbura.

Imyaka ine Donahoe yamaze muri Nike yahuriranye n'igabanuka ry'ibiciro by'imigabane muri iyo sosiyete.

Igihe cye cyo kugurisha cyatangiye kwiyongera, bitewe n'ibiza byakomeje kwiyongera mu guhaha kuri interineti, ariko ibiciro byo mu buzima busanzwe bwakurikiyeho byagabanyije amafaranga abakiriya bakoreshaga mu guhaha.

Ubwo abakenera ibi bicuruzwa bagabanukaga mu mahanga ku masoko akomeye nk'Ubushinwa, Nike yatangaje kugabanya ibiciro.

Uburyo bwo kurangaza abantu mu buryo bw'ikoranabuhanga bwatumye amasosiyete mashya y'inkweto arushaho kuzamuka ku ntera atangira kugaragara. Ahantu ho kubika inkweto hahoze ari muri Nike hasigaye hashyirwaho amasosiyete nka On na Hoka.

Uyu wari umuburo ukomeye ku kigo cyishimiraga kandi cyubakiye ku guhanga udushya.

Nike ni yo sosiyete yagiranye amasezerano n'umukinnyi wari ukiri mushya muri basketball witwa Michael Jordan hagati mu myaka ya 1980, mu gihe iyi sosiyete itari ikomeye muri uwo mukino kandi yari izwi cyane cyane kubera inkweto zayo zo kwiruka.

Nike yafashe icyemezo gikomeye cyo gushora ingengo y'imari yayo yose ya basketball kuri Michael Jordan ataranakina muri NBA. Nubwo byari ibyago, icyo cyemezo ni cyo cyayihinduye igihangange cya siporo ku rwego rw'isi ubu.

Isosiyete yubatse ikirango cy'inkweto ze - Air Jordan. Amabara y'umutuku n'umukara yishe amategeko ya NBA, ariko Nike yayakoresheje nko kwamamaza ubucuruzi maze yishyura amande.

Mu myaka yakurikiyeho, Nike yafatanyije n'abanyempano zitandukanye Tiger Woods, Serena Williams na Cristiano Ronaldo, bose bambaye Swoosh ubwo bajyaga mu mikino ya golf, tennis na football.

Nubwo iki kigo gikomeje kugirana ubufatanye na Jordan wari umaze igihe kinini asezeye ku kazi, hamwe na Williams na Ronaldo - Woods yahagaritse amasezerano ye n'iyi sosiyete mu 2024 .

Tim Derdenger, umuhanga mu byo kwamamaza no gushyiraho imirongo ngederwaho mu bucuruzi, yagize ati: "Simvuze ko ibyo bakoze bitari byiza, ahubwo byari mu bihe byashize. Si ejo hazaza kandi si ubu, ni byo bituma imyenda igurishwa muri iki gihe."

Ibitabo bya Nike biracyafite abakinnyi bakomeye, kuva kuri Rory McIlory kugeza kuri Vinicius Junior.

Ariko, ubu yatakaje icyamamare gikomeye mu mupira w'amaguru, Mbappé, wari umaze imyaka icyenda akorana na Nike, hamwe na Lamine Yamal wegukanye igikombe cy'isi.

Yamal yavuze ko kwimukira muri Adidas byamuhaye amahirwe yo kwigaragaza mu ikipe ya Nike ifite abakinnyi b'ibyamamare, mu gihe Mbappé yavuze ko On azagaragara "akikijwe n'abantu bashya barota ibintu nk'ibyo nkora".

Ese uku kwari ugukomoza ku makosa ya Nike mbere yo gutandukana na yo?

Derdenger avuga ko icyemezo cya Mbappé cyahuye n'icyemezo cyafashwe na Jordan mu myaka myinshi ishize cyo guhitamo Nike kuruta Converse na Adidas bitewe n'amahirwe y'uyu mukinnyi yo kuba ikirango kimwe.

"Abakinnyi bafite ubwikunde kandi abo bantu bifuza ko baba igice cy'ikintu gikomeye kandi ko ari bo bafasha mu iterambere ry'iyo mpinduka, iryo terambere."

Umuyobozi wa Nike Hill yavuze ko iki kigo cyagiranye "ibihe byiza" na Mbappé mu myaka irenga 20.

"Turamwifuriza kuzagira ibihe byiza no gutsinda mu rugendo rushya atangiye," Hill yabivuze mu kiganiro cya Nike ku musaruro wayo w'imari, yongeraho ko iyi sosiyete igifite "abakinnyi benshi b'ibyamamare kandi bakomeye ikorana na bo."

Nike iri mu bihe bigoye, ariko iracyahagaze

Nubwo hari "ibyago n'umwijima", Nike izakomeza kuba iya mbere, nk'uko Powell abivuga - abantu babarirwa muri za miliyoni ku isi, harimo n'urubyiruko, bazakomeza kuba indahemuka ku bicuruzwa - ariko amakosa yayo yagabanyije imbaraga zayo.

Powell agira ati: "Ese Nike izaba ingagi nk'uko byari bimeze mbere? Simbizi. Ese iki kirango gishobora kugaruka ku isoko kigakura kinanunguka ? Yego."

Yongeraho ati: "Iyo uhagaritse udushya, ntubisubiza inyuma ahubwo bihita bisubira ku muvuduko wose."

Powell atekereza ko gahunda ya Nike yo guhindura imikorere, yiswe "Sport Offense", izatangira kugaragaza ibimenyetso byiza umwaka utaha.

Hill yavuze ko Nike igikeneye gukora byinshi kugira ngo izamure ibikorwa byayo mu myambaro ya siporo, ikirango Jordan no ku isoko ry'u Bushinwa. Ibi yabivuze mu gihe sosiyete yatangazaga amafaranga yinjije angana na miliyari 11 z'amadolari mu gihembwe gishize, munsi y'ibyari byitezwe n'impuguke mu by'isoko.

By'umwihariko, iyi sosiyete yagaragaje ko ibikorwa byayo mu Bushinwa byahuye n'imbogamizi zikomeye, bituma amafaranga yinjije agabanukaho 26%.

Ibicuruzwa by'ikirango cya Jordan nabyo byaragabanutse ku isi hose. Hill avuga ko ko iyi sosiyete "yagiye igurisha cyane" inkweto zizwi cyane za retro kandi ko ubu izagabanya ubwinshi n'inshuro by'ibicuruzwa biri kuri iyi sosiyete.

Nike yatangaje ko iteganya ko amafaranga yinjiza azagabanuka ku rugero rwa 5% kugeza kuri 9% mu mwaka w'ingengo y'imari utaha. Yanavuze ko igamije kuzigama miliyari 2.5 z'amadolari ya Amerika bitarenze mu mwaka wa 2031, aho zimwe muri izo ngamba zizajyana no kugabanya imyanya y'akazi.

Umuyobozi mukuru w'imari wa Nike, Dave Denton, yagize ati: "Umusaruro uri munsi y'uwo twari twiteze ndetse no ku bushobozi bwacu, ubu turi gushyira imbaraga mu kugabanya icyo cyuho."

Imigabane y'iyi sosiyete yagabanutseho ibirenga 8% mu bucuruzi bw'igihe kirekire i New York nyuma y'uko inyungu zitangajwe.

Mu mwaka ushize, Nike yashyizeho ubukangurambaga bushya bushingiye ku cyivugo cyayo kizwi cyane cya "Just Do It", bugenewe abakiri bato, ikoresheje ubutumwa bugira buti: "Why Do It?" (Kuki ubikora?).

Urubyiruko, ndetse n'ibyamamare mu mikino y'ejo hazaza bashobora kwisanga bibaza bati: "Kuki nahitamo Nike?"