Nike 6.0 is a subdivision of the Nike company and focuses on the six action sports that are BMX, Motocross, Snowboarding, Skateboarding, Surfing and Wakeboarding. It aims to broaden Nike's customer base and hopes to sell products that are targeted towards the younger generation.
|Traded as||NYSE: NKE
S&P 500 Component
|Founded||1964 (as Blue Ribbon Sports)
1978 (as Nike, Inc.)
|Headquarters||Washington County, Oregon, United States
(Near Beaverton, Oregon)
|Products||Athletic footwear and apparel, sport equipments and other athletic and recreational products Surf, Skate, BMX, Motocross, Wakeboard and Snowboard Equipment|
|Revenue||US$ 24.128 billion (FY 2012)|
|US$ 3.040 billion (FY 2012)|
|US$ 2.223 billion (FY 2012)|
|Total assets||US$ 15.465 billion (FY 2012)|
|Total equity||US$ 10.381 billion (FY 2012)|
Number of employees
The purpose of Nike 6.0 is to fill a gap in the Nike consumer market and begin to offer products in areas that they have had limited success in. This is quite a competitive area however with many companies offering similar products. Nike operates this subdivision as a retailer for all six sports while other companies only focus on one of the sports, companies such as Quiksilver, Billabong, Element, Burton and D.C.
Nike 6.0 offers many different products for their specific sports as well as for simple leisure wear. These products can range from clothing such as shirts, shorts, pants and sweaters. They also offer a successful range of skateboarding and leisure shoes and accessories such as backpacks and various others. Their products have received a large amount of success from their targeted audience, males and females aged (13-28), this is because of the simplicity and overall appeal of their designs. Their products released with good timing as well because of the increasing interest towards this type of sports. This could be due to their advertising campaign as well.
Bastien Renard joined Nike in 1997 when he was working there Nike added a new action sports line in 2005. Now, the 35-year-old Renard, who is the global manager of Nike Skateboarding, Nike 6.0 and Nike Snowboarding. Renard has always had love for action sports. He grew up in Paris and spent his summers surfing along the coast of Spain and Portugal and his winters snowboarding in the French mountains. He has a Business Administration degree from Middlesex University, England, and Reims Management School, France. He moved to the Nike headquarters as Nike attempted a push into action sports, and he was pulled into the launch of a new apparel line that drew its influence from action sports but targeted a broader consumer base. Their new strategy for success is to build the brand from the ground up by signing young unknown athletes. This division of Nike is now one of the fastest growing in the company. [3 1]
Nike 6.0 sponsors various teams of athletes for the different sports that it is responsible for. Not all of the sports have athletes that are sponsored however Nike does have teams for Surf, Skateboarding and Snowboarding. These teams have received varied success in their respective fields with the Surfing  , Snowboarding[5 1] and Skateboarding[6 1] sections receiving more recognition than the others.
- Brian Anderson
- Alex Olson
- Chet Childress
- Cory Kennedy
- Daniel Shimizu
- Daryl Angel