Nike understands that complying with labor standards in the global supply chains is very difficult but they made many changes to correct them.
Business strategy involves opening showrooms in metros of that particular country attracting aristocrats of the city first.
Since they form higher social design of emulation demographic.
Initially Nike started out with selling footwear only but slowly started to make its mark in clothing industry too. Then their alignment with top racquet stars like roger Federer, Rafael Nadal, Serena Williams, Pete Sampras and all the greats of their generation.
Nike also endorsed heavily in badminton by collaboration with best of Chinese and Malaysian players. They invest heavily in test labs and are very self-critical which makes them world leaders.
Even further they are endorsing swimming, cycling greats (like lance Armstrong), table tennis and any know sport worldwide. Also they watch fashion trends closely and look out for what makes young demographic 16-35 years feel good about them.
They were faced with unexpected criticism that considered them irresponsible and greedy.
This was reported at the time when NIKE was spending millions of dollars at athletes to endorse their product. The company realizes that it's facing a long-term problem that cannot be solved through public relations.
Nike as a company came into existence only in 1960’s when a Stanford college business graduate Philip knight in 1962 started a firm to overshoot German monopoly in American markets.
His attempt was seen as move to propel American nationalism to have self-supremacy and contingency at least in sports market equipment (since it is directly with national pride).