Nike

Other recommendations to Nike are to put more effort into cleaning up its corporate image and expand on its PLAY (participate in the lives of youth), program. With the negative publicity surrounding the labor controversies in third world countries and the shameful behavior of some their celebrity endorsers Nike needs to change the public's perception of it as a massive unfeeling corporate giant. The current stigma that Nike has acquired based on its foreign production facilities is the first place to start. More comprehensive control mechanisms need to be instituted to make sure that the criminal behavior on the part of some of its supervisors does not occur in the future. Further higher wages and better working conditions must be instituted and after implementation Nike should advertise these changes in whatever way possible. From a purely pragmatic standpoint it won't help if Nike makes the needed changes if no one else knows about them. PLAY (participate in the lives of youth) program this type of community outreach program develops good will and engenders support from the buying public. The image that Nike should try and project is one of a corporation with a conscience. By emphasizing this type of program and de-emphasizing the celebrity spokesperson method of developing name recognition Nike will insulate itself from the negative stereotype of just being concerned with superstar athletes. A further benefit of this strategy would be that the parents of children would be more likely to purchase