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Beaverton, Oregon-based Nike Inc, has achieved what most brands in the world have failed. As an athletic footwear and sports apparel manufacturer, Nike''s brand has spread through generations of sport and leisure activity. Over the years, the brand had become synonymous with sport celebrities like Michael Jordan and Tiger Woods. Nike''s belief in a performance shoe backed by high-value advertising enabled it to gain an edge over competitors like Adidas and Reebok. But the company had its share of ups and downs due to supply chain failure and outmoded designs. Added to this were the allegations of labour exploitation in its Asian factories. But the company rebutted its critics by emerging as the leader in the athletic footwear segment. In the fiscal year that ended 31 May 2004, the company posted a 15% rise in sales reaching $12.3 billion. The case study offers a scope for discussion on Nike''s marketing and advertising practices in the light of customer''s fast changing preferences. Particularly, the case details how the company has, over the years, produced some of the best shoe technologies. A structured assignment ''304-597-4'' is available to accompany this case.