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詞匯提示
1.swoosh 嗖嗖地迅速移動，這里指耐克的對鉤標(biāo)志
2.outlet 批發(fā)商
3.apparel 衣服
4.diversified 多元化
5.promotion 推銷
6.synonymous 同義詞
7.ever-present 永遠(yuǎn)存在
8.ubiquitous 無所不在
9.checkmark 對鉤
10.entrepreneurship 創(chuàng)業(yè)
11.competent 有能力的
12.trademark 特征
13.modest 謙虛的
14.ironically 諷刺的
15.merchandising 商品
16.mushroomed 迅速生長
17.subsistence 生存
18.tactics 方法
19.denied 否定
20.extravaganzas 盛會
21.rumored 謠言
22.ego 自負(fù)
23.agenda 議程
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.
翻譯
耐克
耐克及其對鉤公司標(biāo)志是世界上最受認(rèn)可的品牌之一，與麥當(dāng)勞、可口可樂和迪士尼并列。
從1964年作為一家運動鞋銷售點開始，該公司逐漸成為鞋類和服裝市場的領(lǐng)導(dǎo)者。
此后，耐克將業(yè)務(wù)多元化，開展了一系列活動，包括體育賽事推廣。
由菲爾·奈特（Phil Knight）擁有的耐克（Nike）已成為世界級運動的代名詞，尤其是通過贊助邁克爾·喬丹（Michael Jordan）和老虎·伍茲（Tiger Woods）等賽事和精英運動員。
耐克一直存在于體育消費者的腦海中，以至于1996年亞特蘭大夏季奧運會期間進(jìn)行的一項調(diào)查顯示，盡管耐克不是奧運會的官方贊助商，但人們對耐克的認(rèn)知度極高。
耐克的成功在很大程度上歸功于該公司及其對鉤標(biāo)志在消費者心目中無處不在。
耐克甚至在電視廣告中連自己的名字都不提及，他們自信地認(rèn)為對鉤標(biāo)志足以讓公司出名。
菲爾·奈特（Phil Knight）一直是耐克及其企業(yè)方向背后的主要靈感來源。
奈特是一位稱職的雖然不是精英的中長跑運動員，但他進(jìn)入了哈佛商學(xué)院，在那里，耐克的想法出現(xiàn)在他為一個關(guān)于企業(yè)家課程所作的論文。
奈特的前教練比爾·鮑爾曼（Bill Bowerman）開發(fā)了輕質(zhì)跑鞋，在早期成為新公司的商標(biāo)。
從這些不起眼的起步，耐克最終成長為今天的體育巨頭。
具有諷刺意味的是，耐克在競技體育營銷領(lǐng)域的地位有一部分來自批評人士對它的關(guān)注。
20世紀(jì)90年代初，哈珀雜志發(fā)表了一篇短文，這篇短文迅速引發(fā)了國際社會的強(qiáng)烈抗議，反對耐克將工廠設(shè)在不發(fā)達(dá)國家，并向工人支付低于最低生活支出的工資。
耐克迅速采取了一系列策略來回應(yīng)批評，要么轉(zhuǎn)移人們對批評的注意力（有趣的是，奈特最初否認(rèn)了這些批評），要么承認(rèn)這些做法，但聲稱耐克正在“清理自己的行為”。
在許多情況下，耐克努力為欠發(fā)達(dá)國家的制鞋和其他商品生產(chǎn)商創(chuàng)造更好的工作條件。
然而，耐克變化的整體影響尚不清楚，世界各地的幾個團(tuán)體定期檢查并經(jīng)常批評耐克的勞動實踐。
耐克最近的營銷盛事包括與巴西國家足球聯(lián)合會達(dá)成2億美元的交易。
據(jù)傳，奈特的自負(fù)與耐克的營銷策略有很大關(guān)系。
一些批評人士認(rèn)為，奈特的隱藏議程不亞于控制全世界的體育營銷和商品銷售。
耐克在俄勒岡州的公司總部反映了這些愿望。
耐克的建筑和周圍的場地非常像一座宗教大教堂，只有精英運動員和奈特本人才是神。
