A Quick Dive Into Nike’s History, Products, and Success
Do you REALLY know Nike?
Nike, a name that is recognized all over the world, is an American multinational corporation that designs, manufactures and sells apparel and footwear within the sports industry. We know the sneakers and athlete’s that have worn their products, but let’s take a deeper dive into the brand’s history.
The Company’s Origins
How did Nike begin?
Originally founded as “Blue Ribbon Sports” in 1964 by Phil Knight and then University of Oregon track-and-field coach, Bill Bowerman, the company initially was a distributor for the Japanese brand, Onitsuka Tiger.
In its first year, the company sold roughly 1,300 pairs of shoes, bringing in $8000 dollars of revenue. The shoes continued to sell well and by the following year, the company had earned enough to hire their first full-time employee. In 1966, the first ever retail store was launched in Santa Monica, California.
Thanks to increasing sales, the company was able to expand its operations on the East Coast too by 1967. However, by 1971 the partnership between Blue Ribbon Sports and Onitsuka Tiger had come to a halt and they were ready to launch their own footwear line.
With the launch of their own products, the company decided to rebrand themselves and this came in the form of the iconic Swoosh designed by Carolyn Davidson. Nike originally used the Swoosh on June 18, 1971, and the trademark was registered with the United States Patent and Trademark Office on January 22, 1974.
The Founders
Who founded Nike? Phil Knight (left) & Bill Bowerman (right)
Phil Knight - The Accountant
Born Philip Hampson Knight on February 24, 1938, he is the co-founder and chairman emeritus of Nike, Inc as well as the company’s former chairman and CEO. Having accumulated a net worth of $54.4 billion dollars, he was named as the 24th richest person in the world by Forbes in 2020. Knight is a Stanford Graduate School of Business and University of Oregon graduate. Prior to forming Blue Ribbon Sports, Knight was an accountant for Coopers & Lybrand and then Price Waterhouse. Knight also went on to teach accounting at Portland State University.
Bill Bowerman - The Coach
William Jay Bowerman was a track and field coach and co-founder of Nike. He had an illustrious career coaching 31 Olympians, 51 All-Americans, 12 American record-holders and 22 NCAA winners. During his 24 years as the University of Oregon coach, the team won every season except one. As for his work with Nike, he helped the company transition from being a distributor to manufacturer. Inventing some of the earlier sneakers such as the Cortez and Waffle Racer.
The Sneakers
What are some of Nike’s most important sneakers?
Over the many decades of the company’s existence, Nike has created some of the most iconic sneakers that span across many different sports and have been worn by many legendary athletes. From tennis, to running, to basketball and more, Nike has had one of the biggest impacts on sneaker culture. Here are a few popular silhouettes that have shaped the industry and withstood the test of time.
“The Moon Shoe” - Nike’s First Ever Sneaker
The first ever sneaker to be released under the Nike branding was the “Moon Shoe”, which would go on to be known as the Waffle Racer. Known for its innovative rubber waffle sole found underneath, this sneaker changed running shoes forever. Bowerman achieved this by putting rubber into his wife's waffle iron.
Air Jordan 1 (1985)
Arguably the world’s most famous sneaker, the Air Jordan 1 needs no introduction. This shoe was exclusively made for Michael Jordan and features the iconic “Wings” logo which predates Jordan Brand’s “Jumpman” logo. To this day, new colourways and variations are extremely hot sellers.
Nike Dunk (1985)
Another one of Nike’s hottest sneakers in the market right now, the Nike Dunk was originally introduced in Nike’s catalogue in 1985 along side the aforementioned Air Jordan 1. Utilizing a simple color-blocking schemes intended for collegiate athletes, this pair of shoes was initially made for the hardwood, but has become a staple within today’s skateboard communities.
Air Max 1 (1987)
Debuting in 1987, no one knew then that this shoe was going to be the pair to kickstart an iconic footwear series (Air Max) that is continues today. Although the Nike Air technology was developed prior to its release, the Air Max 1 was the first model to feature the visible air unit which changed the game forever.
The Success
What Makes Nike So Successful?
Marketing. innovation. connections
There are various reasons why the company have been so successful over the decades. Firstly, their marketing strategy of creating a brand which is instantly recognizable has paid huge dividends. Their iconic Swoosh logo and slogan “Just Do It” have been in use together since the 80s, which has helped consumers to easily identify Nike’s products.
Nike’s constant push for innovation and wanting to have the best products out there is another factor to their success. Consumers are always wanting to advocate a brand that strives to be the best and staying relevant.
Last but not least is Nike’s effective use of sponsorships. Nike’s logo is seen across multiple different sports, teams and athletes. More often than not, they are worn by the world’s best and who doesn’t love to try and be the world’s best? Big names have included the likes of Michael Jordan, Rafael Nadal, Tiger Woods and the list goes on.
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Jared has merged his creativity, business acumen, and passion for helping others, to form a digital space committed to educating, engaging, and empowering people across the globe. #RetroSneakerLover
