The Birth of a Legend

In 1964, a young track athlete Phil Knight and his former coach Bill Bowerman launched a modest venture called Blue Ribbon Sports with just $1,300 in capital. Knight began by selling Japanese Onitsuka Tiger shoes from his car trunk at track meets. The business started slowly, with first-year sales of just 1,300 pairs of shoes, generating $8,000.

Early Innovation and Growth

The Waffle Sole Revolution

Bowerman’s obsession with improving athletic performance led to a groundbreaking moment when he used his wife’s waffle iron to forge a revolutionary running shoe sole. This innovation resulted in the Nike Cortez in 1972, their first mass-market success.

The Nike Identity
In 1971, Blue Ribbon Sports transformed into Nike, named after the Greek goddess of victory. The iconic Swoosh logo was designed by student Carolyn Davidson for just $35, becoming the world’s most recognizable logo.

Key Milestones

• 1978: Introduction of Air technology with the Tailwind shoe

• 1980: Nike goes public at 18 cents per share

• 1984: Signing Michael Jordan, launching the legendary Air Jordan series

• 1988: Introduction of the “Just Do It” campaign

Unique Selling Proposition

Nike’s USP centers on three core elements:

1. Innovation Leadership

• Continuous investment in research and development

• Advanced technologies like Air cushioning, Flyknit, and Dri-FIT

2. Performance Excellence

• Focus on enhancing athletic performance

• High-quality athletic footwear and apparel

3. Emotional Connection

• Inspirational marketing campaigns

• Personal empowerment message through “Just Do It”

Modern Success

Today, Nike stands as:

• The world’s largest supplier of athletic shoes and apparel

• A company with revenue exceeding $46 billion

• An employer of 83,700 people worldwide

• The most valuable brand among sports businesses, valued at over $32 billion

The company’s success stems from its relentless pursuit of innovation, strategic athlete partnerships, and powerful marketing campaigns that inspire athletes at all levels. From humble beginnings selling shoes from a car trunk to becoming a global powerhouse, Nike’s journey exemplifies the power of vision, innovation, and perseverance in building a legendary brand.