Nike has enjoyed a high reputation as a global brand with annual sales of nearly $ 9.5 billion. However, many people do not know that it does not own its own production base. No factory, a year can achieve such a huge sales, it seems incredible, but Nike did. Many people have not noticed that Nike is a mid-market business brand, and this is exactly the core of its success. In the context of a shorter product life cycle, the traditional practice of having a production base has a high market risk. Nike in a new way of competition to show the world the core competitiveness of the middleman brand? Nike officially named in 1978, worldwide sales in 1999 reached 9.5 billion US dollars, into the Fortune 500 ranks, surpassing the original industry leader brand Adidas, Reebok, and known as the world for nearly 20 years Successful consumer products company. Nike marketing innovation lies in its use of middleman brand line, in order to show their core strengths in the market, it did not go to build their own production base, not to produce their own Nike shoes, but to find the best in the world conditions Nike producer for the production. And, it does not have a long time to sign with the manufacturer, which helps Nike take the initiative. Select the manufacturer's standard is: low cost, prompt delivery, quality assurance. In this way, Nike to avoid the risk of manufacturing companies, focusing on product research and development, greatly reducing the product life cycle, the rapid introduction of new models. Another Nike marketing innovation lies in its spread. It uses adolescent worship idols such as Michael Jordan and other dissemination, but also the use of video games Nike's dedicated game design. When the new style is introduced, it invites the band to perform and communicate a change of mind and quality. Nike's communication strategy to rapidly enhance its brand awareness, the establishment of its highly recognized brand equity value. Nike's success is that it focuses on what it does best and gives it to others to do. It has become a new competitive strategy, but it is primarily for these innovative companies. This poses a challenge for the old-style Rockefeller-style entrepreneurs.