Recent Developments in Nike
By early 1990s nike was a multibillion-dollar-per-year business. Its success continued to depend on innovative product development and marketing, expansion into new product lines and heavy dependence on manufacturing overseas where labor was inexpensive and efficient. It capped its successes of late 1980s and early 1990s. Company’s ad campaigns continued to feature top athletes. In 1997 Nike entered a new period of high-profile publicity when company spokesman Tiger Woods became first African American—and also first Asian American—to win prestigious Masters tournament. It also began to face serious public criticism in late 1990s, primarily for its business practices overseas. In 1998 company adopted Occupational Safety and Health Administration standards in its overseas factories, stop hiring underage workers, reduce use of certain noxious adhesives for shoe production and provide educational programs for overseas employees.