1.1. The Nike, Inc or Nike company was founded on September 8, 1969. The main objective is to engage in the design, expansion, progression and sale of footwear, apparel, equipment, accessories and services. It is primarily a seller of sports footwear and sportswear worldwide. Nike concentrates its product divisions into seven main categories: running, basketball, soccer, men's training, women's training, Nike Sportswear (its sports-inspired products), and action sports. It also sells products designed for children, as well as other sports and recreational uses, such as baseball, cricket, golf, lacrosse, outdoor activities, (American) football, tennis and much more. Nike athletic footwear products are primarily designed for specific athletic use. Even though cross training is becoming more and more popular, footwear is becoming quite versatile. Nike also sells sports apparel and accessories, as well as sports bags and accessory items. It also sells products with licensed college and professional team logos and league logos. Thus allowing Nike to have a foothold in almost every place. Nike, along with its athletic apparel and footwear, sells a line of performance equipment under the Nike brand. It includes bags, socks, sports balls, glasses, watches, electronic devices, clubs, gloves, protective gear, golf clubs and virtually any other equipment designed for sporting activities. In addition to the products that Nike sells directly to customers through normal day-to-day operations, Nike has licensing agreements that allow unaffiliated parties to manufacture and sell certain apparel, digital devices, applications and other equipment designed for athletic activities. In other words, if it has anything to do with sports... in the middle of the paper... this is where business happens, which is why Nike is such a well-known and recognized brand throughout the world.3.2. Applying Porter's Five Forces ModelIntensity of Porter's Five ForcesCompetitive rivalry within the industry Medium to high Bargaining power of customers Low to medium Threat of new entrants Low to medium Bargaining power of suppliers low Threat of substitute products Low to medium Competitive rivalry within the industry Within the industry: Lots of competition from recognized players and rivals new to the game could threaten Nike and its market share. • The global market is flooded with other competitors; Puma, Adidas, VF Corporation, Asics, etc. • Trends move quickly, must be able to keep up with others • Competition from new players such as Under Armor and Lululemon Athletica, which focus on niche market segments such as sportswear and yoga-themed clothing, represent also a threat to Nike.