-
Period: to
Nike
-
Founding of Blue Ribbon Sports
This was when Bill Bowerman and Phil Knight struck a deal that made them 50/50 partners in a new company. That company was Blue Ribbon Sports. This company focused on selling Japanese Onitsuka shoes for a profit on the American market. The company was based in Oregon. This was the foundation of Nike as a company and gave Bowerman and Knight experience as business owners. They were able to see how profitable the American shoe market was, and how much potential there was (Meyer and Rodini). -
Re-brand to Nike
Nike formally split from Onitsuka (Asics) in 1971 and re-branded to Nike. The success the Blue Ribbon had continued, and the Nike Cortez was an instant hit across the running market. Nike needed a design and paid Portland State student Carolyn Davis 50$ for the swoosh design. This cemented Nike's reputation as a reliable running shoe. They were no longer selling another brand's shoes, and they were able to be more innovative. The swoosh was also easily recognizable (Meyer and Rodini). -
Introduction of "Air" Technology
Nike looked to innovate their shoes, and after several trials decided that pressurized 'Air' pockets in their shoes would be useful. These instantly successful pockets were added to many of Nike's shoes. The instant success of the 'Air' line made Nike even more of a global brand and added comfortability and cushion to most of their shoes. These also reduced weight and the "Air" line was widely popular among athletes (to). -
Nike Goes Public
By 1980, Nike had finally become a large brand that was sustainable and profitable. Nike went public at the end of 1980 but did not receive a very positive outcome. They struggled in the early 80's and things did not look good. Although Nike struggled, going public was a very big deal. Nike had attained a 50% share in the American athletic shoe market, and even though the company struggled, the move was necessary for growth in the long run. (Carlson) -
Nike Air Jordan
Nike started to struggle in the early 80's and needed some way to boost sales. They looked to college basketball star Michael Jordan as a potential candidate. Jordan signed with Nike turning down deals from Adidas and Converse. This collaboration was instantly impactful and helped resurrect Nike. The Air Jordan became a massive cultural and financial success. Air Jordans are still a big hit to this day and sell millions of pairs each year (“Nike, Inc. - Wikipedia”). -
Nike Launches "Just Do It" Slogan
The "Just Do It" slogan was created in 1988 and was used to accompany Nike's first major advertisement. This advertisement showcased people walking, running, and performing various physical activities. At the end of the ad the words "Just Do It' appeared. The slogan was an instant hit and gave a catchy slogan to a company that was already flourishing. The slogan has stuck with Nike for over 40 years and is still recognizable across the world (Creative Review). -
Nike and Tiger Woods
In August of 1996, Nike signed Tiger Woods shortly after he turned pro. Tiger was with Nike for over 27 years and made over 500 million dollars in the process. This partnership truly showcased the dominance that Nike athletes had over athletes signed with other brands. Tiger was a once-in-a-lifetime golfer, and the simplistic Nike gear he wore really stood out and gave the brand even more publicity. -
Nike and LeBron James
Michael Jordan had just retired, and Nike looked to re-establish dominance in the NBA. They looked to the "Chosen One', Lebron James. James was a high school superstar and was just 18 at the time. Nike signed him to a seven-year contract worth 87 million dollars.
James chose Nike over Reebok, and this showed that the top athletes were choosing Nike. Their partnership is one of the most successful ever and the Lebron shoe line is still thriving (Benson). -
Nike Becomes Official Sponsor of NFL
Reebok had long been the jersey maker for the NFL, but in 2012 Nike purchased that right and became the official sponsor. They are set to be the official sponsor until at least 2027 and the partnership has succeeded. Nike had signed athletes and individual teams to sponsorships, but never been the sponsor for a whole league. Being the sponsor for the NFL meant Nike was the sponsor for the most popular league in America. This boosted their brand image even more than it was (deal :). -
Nike Navigates Pandemic
The global pandemic crippled many businesses and Nike was faced with a difficult task. They faced this task head-on and transformed their company into an e-commerce empire. Their sales remained high and they were one company that did not suffer that badly during the pandemic. This showed that Nike was versatile, and had the tools to succeed in any environment. In a time when businesses were going bankrupt, Nike was doing the opposite (“Nike Levels up Digital Game in Wake of Coronavirus Hit”).