Nike is dedicated to the production of innovative and high quality products. Its products satisfy the needs and demands of people all around the world. Nike acknowledges that the quality characteristics of products/services can be defined in terms of their functionality, appearance, reliability, durability, recovery and contact. TQM focuses on the ability to produce and deliver the products and services that the market requires, in both the short and the long-term. Nike therefore, utilizes quality management in every aspect of production.