ABSTRACTThis article attempts to recommend a workable marketing plan for footwear giant Nike. The plan has been adequately substantiated with in-depth research on different factors affecting the company along with various ways to address future challenges. This research paper highlights that Nike is facing multiple issues that need to be negotiated amicably. The result of the study concludes that there is still a world waiting for Nike to be exploited by outsmarting its competitors by employing its innovative and creative business strategy. Oregon started a small company under the name Blue Ribbon Sports (BRS). In 1972, the company was renamed Nike, the name adopted from the Greek goddess of victory. Currently, Nike has facilities in Oregon, Tennessee, North Carolina and the Netherlands. It also manages rental facilities for 15 Nike-towns, over 80 Nike Factory Stores, 2 NIKEgoddess boutiques and over 100 commercial and administrative offices. Nike employs approximately 23,000 people worldwide. The company's first year sales did not exceed $10,000, however its current revenues exceed well over $10 billion. [Facts, Nikebiz.com, page 3]Nike's mission is "Bringing inspiration and innovation to every athlete in the world." [Nikebiz.com, page 4] Nike Research Laboratory constantly pursues innovation in the field of sports. Laboratory research work is distributed into three categories including biomechanics, physiology, and sensory/perceptual attributes. The research mainly focuses on differentiating factors such as geography, gender, age and skill level. [Product Technology...... middle of document......rch?q=cache:YADvIs9G9cMJ:www.gsb.stanford.edu/CEBC/pdfs/C_EC_009B_Nike.pdf+Nike%27s+internet+initiative&hl = enJames A O'Brien, Management Information System, fifth edition, chapter 1, page 25Mark Kingdon, Cross-Channel Marketing, January 18, 2005, web linkhttp://www.clickz.com/experts/brand/cmo/article. php/3458821Mass Customization, Frank Pillar websitehttp://www.mass-customization.de/glossary.htmMission, Nikebiz.com, page 4http://www.nike.com/nikebiz/nikebiz.jhtml?page=4Product Technology , Nikebiz .com, page 6http://www.nike.com/nikebiz/nikebiz.jhtml?page=6&item=researchSWOT, Marketingteacher.comhttp://www.marketingteacher.com/SWOT/nike_swot.htmSteven Van Dusen, Nike vs . Competitionhttp://www.unc.edu/~andrewsr/ints092/vandu.htmlYield management, Wikipedia, the free encyclopediahttp://en.wikipedia.org/wiki/Yield_management