08 June 2016 16:00:00
NIKE: AMERICAN SUCCESS STORY
The information about a brand that became a global player just from willing to produce the best sneakers and is still sticking to its guns
To become a symbol of pop-culture in the late 20th century and keep its leading position until now is out of many brands’ depth. Over the recent decades Nike is not only about the adapting to changes on market but also about its creation feeling like a duck to water. This was not always the case – in 1960’s German adidas and Puma sold their products almost in every developed country being top sport shoes producers. It was pretty clear that such duopoly couldn’t exist any longer but no one knew how it would end.
Think and do
A businessman Phil Knight was the one to save American sneakers industry. At that time he already cherished an idea of kicking out the German players. Though it was about importation from Japan then it turned out to be own production. But the starting point was Onitsuka Tiger known to us as Asics. In the 60’s it was only one shoes producer competing on technologies and quality with adidas and Puma but offering lower price.
January, 25 1964 the company Blue Ribbon Sports was established, a year after Phil’s visit to Japan, where he made sure of Onitsuka Tiger products high quality. Bill Bowerman being his friend and coach in the University of Oregon became his reliable partner. He was always keen on improving the sneakers. Initially the business went slow but steady – in 1965 sales reached $20,000 and in 1967 due to rapidly increasing sales new stores were opened. Anyway cooperation between Blue Ribbon Sports and Onitsuka Tiger came to its end in 1970. It was high time to start something new.
It resulted in launching own shoes line of Nike named after the Greek goddess of victory. Carolyn Davidson as a graphic design student at Portland State University was to create the company logo. For this work the company paid $35 ($205 in 2015 dollars). 10 years later Phil Knight gave Carolyn a golden Swoosh ring with an embedded diamond and the shares of Nike stock to express his gratitude.
Recipe for success
Of course, such popularity of the logo would have been impossible without comfortable and well-made sneakers. Air technology firstly used in Air Force 1 1982 year model became a distinctive feature of the company for many years. The contract signed by Michael Jordan gave an impetus to advertising campaign and led to launching Air Jordan. Fascinating that, the main job was done by NBA itself by imposing a fine for Jordan’s regular playing in sneakers of non-typical color. So Jordan seriously upstaged making his line crucial for Nike.
In 1987 Air technology was improved and Air Max as softer than previous models was released. The sneakers stood out among others for observable part with air on a sole. Using The Beatles’ song “Revolution” also made TV spots singular. It was the first and last time when their music was heard in ads.
Watch the video showcasing Nike's fans from all over the world.
Afterwards in 1988 the company’s world-famous slogan “Just do it” was coined. Aggressive PR campaign and opening own stores Niketown in 90’s gave the edge over main competitor adidas and left it behind. Constantly signing new contracts with the famous athletes Nike took under wing Tiger Woods and LeBron James. Phil Knight and Bill Bowerman just out of the desire to produce the best sneakers managed to make Nike one of the richest companies with 44 people employed worldwide. Besides a great number of technological innovations for improving comfort the brand doesn’t ignore the ecology by reducing pollutant emissions and improving working conditions putting them before all else.
Check the variety of Nike goods at our store.
NIKEMen's sneakers Air Max 1 Premium
NIKEMen's sneakers Air Huarache Run
NIKEMen's sneakers Lunar SB Paul Rodriguez
NIKEMen's sneakers Air Presto Racer
NIKEMen's sneakers Air Force 1 '07
NIKEMen's sneakers Roshe One Hyperfuse
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