A company indeed depends on its research and developmental activities in order to have a niche over its competitors. Complete knowledge of the factors that have an effect on the innovation strategy of a company is essential for the success of the research and development programmes of the company. Various internal and external factors greatly influence a business' success. While it is practically impossible to control forces outside the business, like world economic conditions and capital availability, management must guide and inspire internal operations to ensure a competitive position in the marketplace. Adaptability and innovation are crucial to gaining market share and staying profitable in fluctuating economic climates. This research is something about that explains how a Nike shoe brand will make itself strong enough to face the challenges in the business environment in which it is operating. It has to make full utilization of its strengths, avail all the opportunities, make serious efforts to overcome its weakness and faces the threats with full vigor. Origin and History Nike, originally known as Blue Ribbon sports (BRS) was founded by University of Oregon track athlete Philip Knight and his coach Bill Bower man in Jan 1964. The company initially operated as a distributed for Japanese shoe maker Onitsuka Tiger now (ASICS), making most sales track meets out of Knight automobile. In 1964, in its first year in business, BRS sold 1,300 pairs of Japanese running shoes grossing $8,000. By 1965 the fledging company had acquired a full time employee and sales had reached $20,000. In 1966, BRS opened its first retail store, located at 3107 Pico Bowlevard in Santa Monica, California. In 1967, due to rapidly increasing sales, BRS expanded retail and distribution operations on the east coast, in, Wellesley, Massachusetts. By 1971, the relationship between BRS and Onitsuka tiger was nearing an end. BRS prepared to launch its own line of footwear, which would bear the Swoosh newly designed by Carolyn Davidson. The Swoosh was first used by Nike on June 18, 1971, and was registered with the US Patent and Trademark office on Jan.22, 1974. In 1976, the company hired John Brown and Partners, based in Seattle as its first advertising agency. The following year, the agency created the first “brand ad for Nike‘, called “there is no finish line”, in which no Nike product was shown. By 1980, Nike had attained a 50% market share in the US athletic shoe market and the went public in Dec. of that year. Together Nike and Wieden+Kennedy have created many print and television advertisements, and Wieden+Kennedy remains Nike’s primary ad agency. It was agency cofounder Don Wieden who coined the now famous slogan “Just Do It”, for a 1988 Nike ad compaign, which was chosen by Advertising Age as one of the top five slogans of the 20th century and enshrined in the Smithsonian Institution. Walt Stack was featured in Nike’s first “Just Do It “, advertisement, which debuted on July 1, 1988. Wieden credits the inspiration for the slogsn to “Let’s do it “, the last words spoken by Gary Gilmore before he was executed. Throughout the 1980’s, Nike expanded its product line to encompass many sports and regions throughout the world. 1990, Nike moved into its eightbuilding World Headquarters Campus in Beaverton, Oregon.