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Whether to act as a transnational corporation and offer a consolidated form and commodities or to cheap nike trainers turn into a worldwide consumption company and prudently devise diverse forms and commodities on the basis of diversified bias of different regions. The questions that thought deeply by Nike Company's managers were on the basis of the theory that worldwide customers all have a "homogeneous" desire to consume, and this pretty disputable theory was proposed by Harvard University's Theodore Levitt at the beginning of 1980s. In Levitt's opinion, a normal market cognized jointly by consumers must be developed into the form of commodity standardization. Nevertheless a certain criteria and the identical game rules are built for all marketing activities, and Coke Cola is the best example to illustrate Levitt's opinion of homogeneity.

Knight believes any places that haven't been assimilated by Nike, could be realized what role Nike plays in the world if only the meaning behind the brand is cheap nike trainers mens truly understood. If we intend to succeed in worldwide market, a suit of values have to be implemented definitely and transmit it around the world. When it comes to the matter of world marketing essence, Kenichi, a Japanese management expert has a far-reaching influence to Phil Knight and in Knight's opinion, he is a authentic talent. In the early 1990s, Phil Knight was deeply inspired through reading Kenichi's book, "The Borderless World". Kenichi pointed out consumers could walk into globalization naturally in places with a national income of 26000 dollars and consumers of these places will demand quality and value without caring about the product is made in which place.

Bormann wanted to design a shoe so that it could reduce the pain of athlete's foot and made a success. After graduation, Knight continued to learn MBA degree in Stanford University while Bormann continued to do track and field coach and design of sports shoes in college. In 1960, Knight was graduated. After graduation, Knight decided to go to Japan to find an opportunity. In Japan Exhibitions, Knight met the Japanese Tiger sports shoes manufacturers. He said he was the owner of "blue ribbon sports company" in America and Tiger brand also required an agent to break into the U. S. market. Hence the enterprise gave the chance to the inexperienced young man. Then Knight promptly found Bormann and they paid $500 respectively to build the real blue ribbon sports company.

This company became the exclusive distributor of Tiger sports shoes in the United States and they began the initial start. Phil Knight was the legend leader in Nike history and he was one of the most curious leaders in fortune 500 enterprises. He always wore sunglasses to show ultra "cool" image. He was a long-distance runner and then he created the sports kingdom of billions of dollars with origin 1000 dollars. His company was a well-known pioneer in the advertising, cheap nike trainers uk but he bluntly said he did not believe advertising. He lived in the business frontier, but he loved studying Japanese Zen culture and often fell into meditation. He was reserved and not very talkative, however he did well in condensing popular feeling to make Nike become a happy player club. April 2012, because of its outstanding contribution on basketball he was selected by 2012 Chennai Smith basketball Hall of Fame together with Camel Wilkes, Genk Nicholas, the nation's red head women's basketball team, Katrina Mike Carat, Linda Alex Don Buck Sandal, Meyer - Daniels, Chet Walker and Reggie Miller.