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NIKE ACQUIRES MEXICAN DISTRIBUTION RIGHTS, EXTENDING MARKETING CONTROL OVER ALL ITS NORTH AMERICAN OPERATIONS

 NIKE ACQUIRES MEXICAN DISTRIBUTION RIGHTS, EXTENDING MARKETING CONTROL OVER ALL ITS NORTH AMERICAN OPERATIONS
 BEAVERTON, Ore., March 27 /PRNewswire/ -- NIKE Inc. (NYSE: NKE; PSE), the world's leading sports and fitness company, announced today that it had completed negotiations to acquire distribution rights to the NIKE brand in Mexico. Since 1984, NIKE products have been sold by Grupo Atenas, a licensee, based in Mexico City. The new agreement becomes effective April 15. NIKE will operate under the name NIKE de Mexico, S.A. de C.V. with administrative headquarters in Guadalajara.
 NIKE President Richard K. Donahue said, "Securing the distribution rights in Mexico further strengthens NIKE's dominant position in the international market. Combined with Canada, which we have owned since 1984, this acquisition gives us direct and full control of the NIKE brand on the entire continent."
 Kevin R. Brown, formerly director of Licensing for Latin America, who will assume the role of general manager of NIKE's Mexican operations added, "The economic progress being achieved in Mexico and the Mexican people's love of sports provides NIKE with exciting opportunities for growth in the years ahead. This agreement will ensure the NIKE brand is managed in accordance with our goal of developing a consistent global brand image."
 Over the past ten years, NIKE has gradually acquired control of distribution in the primary international markets. In Europe, where the company generates revenues of over $800 million annually, 95 percent is produced by NIKE-owned operations. In the Asia Pacific region, the company owns the distribution rights in Taiwan, Korea, New Zealand, Malaysia and Singapore and will add Australia and Hong Kong by June. Mexico becomes NIKE's only wholly owned operation in the Latin America region.
 NIKE is the world's leading designer and marketer of authentic athletic footwear, apparel and accessories for a wide variety of sports and fitness activities. The company also markets a line of high-quality men's and women's dress and casual shoes through its Cole Haan subsidiary, a portion of which are produced in Mexico. Worldwide revenues for the trailing 12-month period ended Feb. 29, 1992, were $3.3 billion, of which over $1 billion came from international operations.
 -0- 3/27/92
 /CONTACT: Ron Parham (analysts), 503-671-3079, or Dusty Kidd (press), 503-671-2880, both of NIKE/
 (NKE) CO: NIKE Inc. ST: Oregon IN: HOU SU: TNM


TB-JH -- SE001 -- 2259 03/27/92 09:01 EST
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Publication:PR Newswire
Date:Mar 27, 1992
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