Nike is governed by the ideology that if you have a body, you have the ability to become an athlete. Similarly, almost by way of analogy, the brand is proof that if you have a good idea, you have the ability to mould it into a successful business.
Phil Knight used to run professionally during his time at the University of Oregon. His career as an athlete was short-lived, but his academic career continued and it was during his master's degree at Stanford University that he began to envision Nike. While studying Administrative Management, Knight believed he could fight Adidas if he imported sneakers from Japan to the United States of America. He decided to test his theory with athletic shoes by partnering with the OnitsukaTiger brand, which would become Asics.
Together with his former track and field coach Bill Bowerman, Knight founded BlueRibbon Sports. For a time, the pair successfully resold Japanese footwear. However, Bowerman knew that the product they were selling could be better. So he began experimenting with rubber and his wife's waffle iron, which led him to create his own footwear for the brand. Thus, on May 30, 1971, Nike Inc. was being registered. Its name was inspired by the Greek goddess of victory Niké, who according to legend could fly and run at great speeds, as was its logo, the swoosh, which represents a wing of the deity.
Knight sold Nike shoes at the door of athletics competitions, while Bowerman handled the development of new models. The first to be launched was the Nike Cortez, named after 16th-century Spanish conquistador Hernan Cortez. Years later, seen as a revolutionary technique, the Air models stood out for the cushioning they provided to the movement and for their originality. For the first time, there were sneakers that allowed you to see the invisible. It was so unusual that some people were afraid that the shoes would explode on their feet.
With the turn of the millennium, the evolution continued. In 2001, the brand created Nike Goddess, which would later become Nike Women, aimed at an exclusively female audience. In 2003, the American giant bought Converse, entering the more affordable footwear market. The last major milestone we'll highlight came with the conception of the Nike SNKRS app, where the brand's customers can find exclusive offers and first-hand information about new launches.
We've already talked about creativity, entrepreneurship, identity and progress. However, nowadays, it is impossible to talk about a brand without mentioning its position regarding sustainability and the planet. Nike provides a lot of information on the subject and outlines concrete goals until 2025. In doing so, it expects consumers to challenge and hold it accountable if they miss the target. Some of these goals are to reduce manufacturing waste by 10% per unit, to use 100% renewable energy across its fleet and to decrease greenhouse gas emissions by 70%.
Most brands partner with personalities in order to increase their media exposure, generating more sales, and Nike is no exception. Of the various known collaborations, there is one that deserves greater emphasis: the Nike x Michael Jordan, which began in 1984 and remains profitable to this day. The Air Jordan's standout moment came at an NBA game when Jordan, who was already playing for the Chicago Bulls, wore them despite the basketball association banning it. The myth behind those sneakers that symbolised breaking the rules and winning elevated the Air Jordan to a pop culture icon. It was so successful that four years later Nike decided to turn the Air Jordan into a brand, with its own logo, the jumpman.
The man you see jumping is Michael Jordan himself, who during his career displayed an impressive aerial game. Jordan became an inseparable face of Nike and basketball, starring in the 1997 film SpaceJam, in which he acted opposite the famous Bugs Bunny. The feature film, inspired by an old advertisement for the brand, was a success. At the time, Nike didn't take advantage of the marketing possibility, but now, almost 25 years later, the brand saw in the sequel the possibility of launching exclusive models. Moreover, in one of the most important moments of 'SpaceJam: A New Era' you will see the characters wearing Nike gear.
In addition to the bet in Hollywood, the American giant is a master of advertising campaigns, such as the famous 'Just Do It'. This year, the campaign focuses on the discovery of sport through new perspectives. 'Play New' shows personalities trying to do something new and failing, emphasizing that we don't need to be the best to have fun. The important thing is to just do it.
Not long ago, the latest chapter of 'Play New' called 'BestDayEver'- was released. In the one-minute film, Nike shows what tomorrow could be. It could be the day when speed records are broken, when a tennis legend launches his own video game or it could simply be the day you start running. The American giant believes that sport has the power to inspire people and create a platform that pushes for change.
With over five thousand patents registered, Nike is the world's largest sporting goods company. In Taschen’s famous green cover book ‘Something’s Off’ you can find more about the brand that has masterfully intersected popular culture and sport. However, the brand's CEO says the best day is yet to come. It's tomorrow!
