Nike bats for cricket

Nike India has launched a nationwide Bleed Blue cricket initiative. The initiative urges fans

to put a blue hand print on sheets of fabric that Nike will be sending across various locations in the country. Through this initiative, Nike aims to harness the passion that millions of Indians have for cricket. Nike will be sending it across select Nike retail stores, schools, colleges, cricket fields among other locations across India. This campaign is also being extended on to the digital platform through Facebook and Nikecricket.in.

Meanwhile, the brand is aiming at a revenue of $23 billions by 2011. Its process excellence is a key component of the company’s supply chain strategy. Nike’s three businesses -- footwear, apparel and equipment -- have some similarities since most of the products are made in Asia. Supply chain is one of the most critical aspects of Nike’s corporate strategy and it aims to ensure products are in stock where and when the consumer shops. Nike conceives its products in the form of collections. A collection could consist of tops and bottom wear, shoes, bag, cap, etc.