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A track and field coach at the University of Oregon named Bill Bowerman sought to optimize running shoes. He experimented with many different shoe models and had Phil Knight try them, and Otis Davis used the shoes to win a gold medal in the Olympics.
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Bowerman wanted shoes sufficient enough to support the runner, and came up with the Tiger Cortez. It became a success due to its comfort and design. This in turn sparked a conflict between Blue Ribbon and a Japanese Company named Tiger.
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Tiger claims that they found Blue Ribbon Sports and sold their own version of the Tiger Cortez's under a brand called Nike. Tiger filed a lawsuit and the judge decided that the companies could both sell their own versions of the shoes.
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After the lawsuit and split with Tiger, Blue Ribbon rebranded as Nike. The company creates the swoosh logo created by Carolyn Davis at Portland State University.
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The first athlete to sign a contract with Nike was Ilie Nastase. This is significant because it set in motion the high amount of athletes signing with Nike. This in turn made the brand known.
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Nike signed Michael Jordan, launching the Air Jordan shoe series. To this very day, Nike sells and makes tons of pairs of Air Jordan Shoes, this signing was the catalyst for the success of their basketball shoes. Lots of controversy arose, as Nike tried to adopt the Jordan brand as their own. Jordan is now seen as separate, and not directly correlating to
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Nike released an advertisement showcasing an elderly man, 80 years old, running across the Golden Gate Bridge. This is significant because it showcases the quality and power of the shoes, that people who wear them can do anything, including the elderly man. Just Do It.
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Nike opened their first Niketown store in Portland, Oregon. Many stores follow this store opening, making the shoes public to all who seek the product. It opened the door for more sales and clout.
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Due to its poor treatment and working conditions of its factories, Jeff Ballinger exposes Nike. As a result, they pass their first factory Code of Conduct, to better working conditions. It is still poor to this very day however.
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Nike Cofounder passes, beginning of new time. Shift in leadership occurs and Nike experiences marketing breakthroughs in times to come.
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Phil Knight steps down as CEO, however, he retains his chairman role. William Perez then becomes the new CEO.
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Nike works with the NFL and becomes their official apparel. This is a breakthrough because America's biggest sport is now rocking Nike gear. This shows that the best of the best use Nike which prompts pathos in people. This prompts people to buy Nike.
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Nike becomes the official gear of the NBA. The popular sport professional scene is now rocking Nike. The shoes especially, shows the power they have in affecting the speed and pace of the players and the game. Many people who enjoy basketball will see the incredible apparel of Nike all across the nation.
