Nike

Nike is one of the most famous and influential companies in the sports footwear, clothing and accessories sector. Its logo, the Swoosh, is one of the most recognizable and appreciated symbols in the world. His slogan, “Just Do It,” has become a mantra for millions of people seeking to overcome their limits and achieve their goals.

But how was this American multinational that is now worth over 200 billion dollars born and grown? What were the most important stages in its history? What were your most innovative products and your most famous testimonials? Let's find out together in this article.

The origins: from Blue Ribbon Sports to Nike

It all began in 1962, when Phil Knight, a young economics student with a passion for running, decided to import Japanese sports shoes produced by Onitsuka Tiger (now Asics) into the United States. To do so, he partners with Bill Bowerman, his former track coach at the University of Oregon, and establishes Blue Ribbon Sports (BRS), a distribution company with an initial investment of $500.

The two begin selling Japanese shoes from the trunk of their car, participating in fairs and sports competitions. The success was immediate: in the first year they sold 1300 pairs of shoes and had a turnover of 8000 dollars; in 1965 they reached 20,000 pairs and 150,000 dollars; in 1966 they opened their first store in Santa Monica, California.

In 1971, however, relations with Onitsuka Tiger deteriorated and Knight and Bowerman decided to create their own brand of sports shoes. The name chosen is Nike, inspired by the Greek goddess of victory, suggested by Jeff Johnson, one of the first BRS employees. The logo is the Swoosh, an upside down and horizontal comma representing the wing of the goddess, designed for 35 dollars by Carolyn Davidson, a graphics student.

Nike Inc. was officially born on May 30, 1971, with headquarters in Beaverton, Oregon. The first shoe produced by the new company is the Nike Cortez, a running shoe with a thick, cushioned sole that will quickly become a style icon.

Development: innovation, marketing and sponsorship

In the Seventies, Nike established itself as one of the world leaders in the sports footwear sector, thanks to a series of technological innovations and winning marketing strategies.

Among the technological innovations, the Nike Air system stands out, introduced in 1979 with the Tailwind shoe. It is an air chamber inserted in the sole which guarantees greater cushioning and comfort. The Nike Air system will then be applied to various product lines, such as the Air Force One (1982), the Air Jordan (1985), the Air Max (1987) and the Air Zoom (1995).

Among the marketing strategies, the choice to sponsor famous and charismatic athletes who embody the spirit of the brand stands out. Nike's first great testimonial was tennis player John McEnroe, hired in 1978. Other champions followed such as Carl Lewis (athletics), Michael Jordan (basketball), Bo Jackson (American football and baseball), Andre Agassi (tennis), Tiger Woods (golf) and Cristiano Ronaldo (soccer).

Nike also stands out for its creative and provocative advertising campaigns, created by the Wieden+Kennedy agency. Among the most famous are that of 1988 with the slogan “Just Do It”, that of 1996 with the slogan “I Can”, that of 2000 with the slogan “Freestyle” and that of 2010 with the slogan “Write The Future”.

Nike Football

Although Nike was born as a company specializing in running and basketball, in the 1990s it decided to also enter the football market, which had until then been dominated by Adidas. To do this, Nike invests heavily in the sponsorship of leading teams and players.

In 1994 Nike signed its first contract with a national football team: the United States, which hosted the World Cup. In 1996 Nike became the technical sponsor of Brazil

reigning world champion. In 1998 Nike became the technical sponsor of Italy, France and Nigeria. In 2002 Nike launched its first official football, the Geo Merlin, used in the English Premier League. In 2004 Nike purchased Umbro, a historic English football clothing brand.

Today, Nike is a major player in the world of football, sponsoring over 20 national teams and over 100 clubs including Barcelona, ​​Chelsea, Inter, Juventus, Paris Saint-Germain and Roma. Among his testimonials there are some of the best footballers in the world such as Cristiano Ronaldo, Neymar, Kylian Mbappé, Virgil van Dijk and Robert Lewandowski.

Disputes

Despite its success and popularity, Nike has also faced several controversies and criticisms throughout its history. Among these we can mention:

• Accusations of worker exploitation in the Asian factories that produce its products. In the 1990s and 2000s, Nike was the subject of numerous protests and boycott campaigns over the inhumane working conditions and low wages of its suppliers in China, Indonesia, Vietnam and other countries. In response to this criticism, Nike has taken a series of measures to improve worker conditions and make its supply chain more transparent.
• The controversies linked to some of its sports testimonials involved in scandals or controversies. Among these we can mention Tiger Woods (marital infidelity), Lance Armstrong (doping), Oscar Pistorius (murder), Kobe Bryant (rape accusation), Colin Kaepernick (protest against racism) and Neymar (rape accusation). In some cases Nike has decided to interrupt or suspend the relationship with the athletes in question, in other cases it has instead maintained or strengthened its support.
• Legal disputes with other competing brands or with sporting bodies over patent or regulatory issues. Among these we can mention Adidas (for the Flyknit technology), Skechers (for the Air Max technology), Puma (for the Flyknit and Air technology), World Athletics (for the Vaporfly shoes) and UEFA (for the Total 90 ball).

Final considerations

Nike is a brand that has managed to win the hearts and minds of millions of sports and fashion enthusiasts around the world. Its history is made of innovation, creativity, passion and challenge. Its mission is to inspire every athlete to give their best and overcome their limits.

Nike is not just a multinational that produces and sells sports products. It is also a culture, a lifestyle, a philosophy. It is a symbol of victory, but also of rebellion, of diversity, of courage. It is a brand that never ceases to surprise and excite.

Nike is more than a Swoosh. It's an invitation to do what you love. Just Do It.