Nike: brand history, 60 years with us
Nike celebrates 60 years since its first opening on 25 January 1964. Here is the history of Nike
It is now over 60 years since Nike became part of our lives. The most fashionable sports footwear company was born on 25 January 1964, and since then it has never stopped growing, amazing us more and more every day.
Nike: the origins
Nike is an American sports shoe brand, founded in Oregon as Blue Ribbon Sports in 1964 by Phil Knight and Bill Bowerman (who died in ’99).
In 1971, it became the famous Nike we know today. In Greek mythology, Nike is the goddess of victory and represents success in war and sporting competitions. The brand’s two famous mottos are ‘just do it’ and the infamous ‘swoosh’. Nike has been instrumental in establishing so-called basketballs, in their countless models, colours and technologies, as everyday shoes. It boasts Michael Jordan, star of the Chicago Bulls and one of the greatest basketball players of all time, as a testimonial.
Aesthetic and philosophy
From the very beginning, it followed a dual philosophy, developing innovative footwear and creating a powerful and emotionally engaging communication strategy. Nike had great success at the Olympic Games in Barcelona (1992): the American basketball team (the famous Dream Team, composed of NBA professionals) wore Nike shoes. In addition, Ilie Nastase, a revolutionary and eclectic tennis player, was the first of a long list of athletes who represented Nike over the years. All this gave Nike the chance to show itself to the world in the best possible way.
Nike was the first brand to offer, in the early 1980s, the right shoe for every single sport: jogging, aerobics, body building, running. The decision that proved to be decisive for success was to insert an air gap in the soles, taking a cue from the technology Dr. Martin was already using. This idea made Nike Air footwear an industry leader. In New York, in the heart of Manhattan, the company opened an ultra-modern multi-storey showroom, the interiors of which are organised according to the various sports Nike was involved in.
Latest history
Brand development
In April 2002, Nike and Philips announced that they had reached an agreement to develop electronic equipment designed for physical activity. The collaboration began in September, with the launch of a CD player adapted to the demands of sportsmen and women. After the success of the ‘quick wear’ shoes without laces, the Nike Presto casual wear line was born. The expanded collection included clothing, watches and bags.
In June, the franchising operation of the multinational company’s European division was launched. The opening of the 350 m2 Viennese store was the first of a series of test spaces to be opened in Europe within a few months. The multinational was aiming to open 100 European shops by 2008. In December there was the opening of the Milan shop, two floors in Corso Buenos Aires.
In the second quarter of 2002, total sales in Europe, the Middle East and Africa increased by 8%. In the same period, however, sales in the American continent dropped by 8%, again based on the second three months of the year. By 2003, the worldwide launch of shoes for children aged 1-6, inspired by Lego’s Bionicle series, was planned.
In 2004, Phil Knight stepped down as CEO, but remained President. William D. Perez was the person chosen to replace him. The company ended the year with revenues in excess of $12.25 billion; it made significant donations ($37.3 million in cash) to In-Kind and more than $4,500 to non-profit organisations, including in support of youth physical activity, to ensure that the younger generation not only had fun, but also and above all, health.
At the beginning of 2006, William Perez left his position as CEO. Being as transparent as possible, a commitment the company had long made, was making the company the best US company and one of the top 10 in the world in the Global Reporters’ sustainability ranking.
From 2007, it sponsored the Indian cricket team for five years, to the tune of $43 million. That same year, Nike welcomed new CEO Mark Parker
In 2009, Nike opened a flagship store in Tokyo, in 2011 it reopened the 1948 space in London, closed three years earlier, where it set up a space that not only provided sales but also entertained consumers.
2014 brought the opening of a shop in Berlin, one in Rio (dedicated exclusively to football), one in San Francisco and one in Seoul. Many NikeLabs were introduced, spaces where both e-commerce and creative areas could be found. With NikeLab, the brand was able to show how it interacted and collaborated with other innovators and designers. In 2015, products were introduced to support both breathing and temperature control during sporting activity.
On 12 February 2017, it used its logo to present an initiative in favour of respect and fairness during sporting activities: the commercial, entitled ‘Equality’, features Michael B.Jordan, LeBron James and Serena Williams.
The brand has consolidated its business and success through major investments in research into new technologies for sports performance, research that is constantly evolving thanks to collaborations with some of the best athletes in each discipline. Thus Nike has become a leading manufacturer of accessories and clothing for football, basketball, tennis, skateboarding and much more. The company has 5 locations around the world and 62.6k employees; Nike products can be found in every country: in fact, they are sold in as many as 110k shops. During 2017, 931 new stores were opened.
2018-2021
Nike unveils ad campaign featuring athlete and political activist Colin Kaepernick. Between public approval and criticism, the 49ers quarterback was at the centre of controversy after kneeling during the national anthem as a sign of protest against police brutality against black Americans. The campaign has remained among the most memorable in brand and fashion history. It closed 2018 with sales of $2.8 billion.
From this moment on, the brand’s choices have been strongly connoted with its political and social positions. In 2019, the company cancelled the release of a 13-star American flag trainer by Betsy Ross. This decision came after Colin Kaepernick declared the 13-star flag synonymous with the period of black slavery in America. In the same year, Nike faced speculation of tariffs between China and the US. In fact, Nike produces about 27% of its clothing in China and the risk of increased tariffs poses a real problem in the supply chain. The company has thus shifted much of its production from China to Vietnam.
On 23 July 2019, Moon Shoes, a pair of running shoes were sold for 437,500 at a Sotheby’s auction. The shoes were designed by Nike co-founder and track and field coach Bill Bowerman for runners participating in the 1972 Olympic trials.
With the pandemic, the company’s online sales grew 36 per cent during the first quarter of 2020 with significant growth in China. In February 2021, it acquired Datalogue, a New York-based company focused on online sales and machine learning technology. It also expands into the Metaverse with the purchase of RTFKT, a virtual fashion platform, best known for its digital trainers.
Conclusion: Nike celebrates 60 years since its first opening on 25 January 1964. Here is the history of the brand.
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