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词汇提示

1.swoosh 嗖嗖地迅速移动，这里指耐克的对钩标志

2.outlet 批发商

3.apparel 衣服

4.diversified 多元化

5.promotion 推销

6.synonymous 同义词

7.ever-present 永远存在

8.ubiquitous 无所不在

9.checkmark 对钩

10.entrepreneurship 创业

11.competent 有能力的

12.trademark 特征

13.modest 谦虚的

14.ironically 讽刺的

15.merchandising 商品

16.mushroomed 迅速生长

17.subsistence 生存

18.tactics 方法

19.denied 否定

20.extravaganzas 盛会

21.rumored 谣言

22.ego 自负

23.agenda 议程

24.aspiration 志向

25.cathedral 大教堂

原文

Nike

Nike and its swooshes corporate symbol are among the most recognized brand names in world，alongside McDonalds，Coca-Cola，and Disney.

Starting in 1964 as a sport shoe outlet，the company grew to become the market leader in footwear and apparel.

Nike has since diversified into a range of activities，including sports events promotion.

Owned by Phil Knight，Nike has become synonymous with world-class sport，especially through its sponsorship of events and elite athletes such as Michael Jordan and Tiger Woods.

Nike is so ever-present in the sports consumers' minds，that a survey conducted during the Atlanta Summer Olympic Games in 1996 revealed an extremely high awareness of Nike，despite that fact Nike was not an official sponsor of the Games.

Nike's success has，to great extent，been due to the fact the company and its swoosh symbol have become ubiquitous in consumers' minds.

Nike has even run television commercials without even mentioning its own name，being confident enough that the checkmark swoosh is more than enough to make the company known.

Phil Knight has been the main inspiration behind Nike and its corporate direction.

A competent，although not elite，middle distance runner at the University of Oregon，Knight went onto Harvard business school where the Nike idea emerged out of a paper he developed for a class on entrepreneurship.

Knight's former coach，Bill Bowerman，developed lightweight running shoes that became the new company's trademark in the early days.

From these modest beginnings，Nike eventually grew to become the sports giant it is today.

Ironically，part of Nike's statue in the world of competitive sports merchandising has come from the attention it's received by critics.

A short article published in the early-1990s in Harper's magazine quickly mushroomed into an international outcry against Nike's practice of placing their factories in underdeveloped countries and paying workers below-subsistence wages.

Nike quickly responded to the criticisms with a number of tactics to either divert attention away from the criticisms（ones that Knight，interestingly，at first denied），or by acknowledging the practices but claiming Nike was “cleaning up its act”.

In many cases，Nike has made an effort to create better working conditions for those in underdeveloped countries making shoes and other merchandise.

However，the overall effect of Nike's changes is not known，and several groups around the world regularly check，and often criticize，Nike's labor practices.

Nike's recent marketing extravaganzas including a 200 million dollars（U.S.）deal with the Brazilian National Soccer Federation.

It has been rumored that Knight's ego has much to do with Nike's marketing strategies.

Some critics have suggested that Knight's hidden agenda is no less than controlling sports marketing and merchandising throughout the world.

Nike's corporate headquarters in Oregon reflect these aspirations.

Nike's buildings and surrounding grounds are constructed very much like a religious cathedral，only with elite athletes，and Knight himself，as the gods.

翻译

耐克

耐克及其对钩公司标志是世界上最受认可的品牌之一，与麦当劳、可口可乐和迪士尼并列。
从1964年作为一家运动鞋销售点开始，该公司逐渐成为鞋类和服装市场的领导者。
此后，耐克将业务多元化，开展了一系列活动，包括体育赛事推广。
由菲尔·奈特（Phil Knight）拥有的耐克（Nike）已成为世界级运动的代名词，尤其是通过赞助迈克尔·乔丹（Michael Jordan）和老虎·伍兹（Tiger Woods）等赛事和精英运动员。
耐克一直存在于体育消费者的脑海中，以至于1996年亚特兰大夏季奥运会期间进行的一项调查显示，尽管耐克不是奥运会的官方赞助商，但人们对耐克的认知度极高。
耐克的成功在很大程度上归功于该公司及其对钩标志在消费者心目中无处不在。
耐克甚至在电视广告中连自己的名字都不提及，他们自信地认为对钩标志足以让公司出名。
菲尔·奈特（Phil Knight）一直是耐克及其企业方向背后的主要灵感来源。
奈特是一位称职的虽然不是精英的中长跑运动员，但他进入了哈佛商学院，在那里，耐克的想法出现在他为一个关于企业家课程所作的论文。
奈特的前教练比尔·鲍尔曼（Bill Bowerman）开发了轻质跑鞋，在早期成为新公司的商标。
从这些不起眼的起步，耐克最终成长为今天的体育巨头。
具有讽刺意味的是，耐克在竞技体育营销领域的地位有一部分来自批评人士对它的关注。
20世纪90年代初，哈珀杂志发表了一篇短文，这篇短文迅速引发了国际社会的强烈抗议，反对耐克将工厂设在不发达国家，并向工人支付低于最低生活支出的工资。
耐克迅速采取了一系列策略来回应批评，要么转移人们对批评的注意力（有趣的是，奈特最初否认了这些批评），要么承认这些做法，但声称耐克正在“清理自己的行为”。
在许多情况下，耐克努力为欠发达国家的制鞋和其他商品生产商创造更好的工作条件。
然而，耐克变化的整体影响尚不清楚，世界各地的几个团体定期检查并经常批评耐克的劳动实践。
耐克最近的营销盛事包括与巴西国家足球联合会达成2亿美元的交易。
据传，奈特的自负与耐克的营销策略有很大关系。
一些批评人士认为，奈特的隐藏议程不亚于控制全世界的体育营销和商品销售。
耐克在俄勒冈州的公司总部反映了这些愿望。
耐克的建筑和周围的场地非常像一座宗教大教堂，只有精英运动员和奈特本人才是神。