History of Nike. History of the Nike logo

The history of the Nike brand will be of interest to all running enthusiasts.

Since about the 70s of the last century, young athletes often faced a difficult choice when buying running shoes: which company to choose when buying running pairs. American "Nika" has always been among the popular brands. Starting with running shoes and spikes, the brand now accounts for 95% of the basketball shoe supply in the United States. More than 74 thousand employees work under his name in various parts of the world. The brand's value is estimated at the most minimal estimates at $27 billion, which is the highest price among brands in the sports industry.

Let's find out how the history of Nike began, who created it and other details of the legendary brand.

How Nike was born

The history of the Nike company dates back to the 60s. At that time, Adidas reigned in the American sports shoe market. Sneakers from local manufacturers, although they were cheaper, did not suit athletes (especially mass amateurs) with their quality. The legs got very tired in them, they practically did not soften the impact on the road surface, and did not protect against injury.

University of Oregon running coach Bill Bowerman and his student Phil Knight decided to change that. Having entered into an agreement with the Japanese Onitsuka Tiger, whose sneakers were then not much inferior to Adidas' ones, but were several times cheaper, they began selling them along the entire coast of the country. The date of birth of the Blue Ribbon Sports company they founded was 1964.

Bill Bowerman works with the sole

At first, trade was carried out from Knight's van, but only in the late 60s did entrepreneurs open the first sports store, and then begin to create a network of partner outlets in different states of the country. At the end of 1970, they sold goods worth 1 million. $.

Phil Knight

Independent production

The Japanese partner, having learned about the successful promotion of its products in America, decided to independently develop the American market and, on its own terms, offered to buy out BRS.

Under the threat of losing his business, Knight was able to quickly reorient himself and find a new supplier in Japan - the company Nisho Awai. At the same time, the founders of the future brand decide to start their own production. Their accumulated experience told them that they could only conquer their niche in the market by releasing products that would stand out among their competitors.

The history of Nike’s creation includes many events that influenced its further development.

Once, looking at the waffle iron standing on the table in front of him, Baurman thought that such a grooved sole could enhance the support push and at the same time make the shoes lighter. The idea was soon put into practice, and sneakers with waffle-shaped soles became the most popular model in the country, and its grooved surface became a notable feature of the brand.

Bowman's wife's waffle iron

By that time, entrepreneurs began to call their products “Nika”, and in 1978 Nike, Inc. was officially registered.

The first sneaker with a waffle sole

Sports and Nike are inseparable

As people involved in sports, Knight and Bowman, from the inception of Nike and throughout its history, have focused on the sale and manufacture of sports shoes. Understanding well how important the example of champions and famous athletes is for the general public, entrepreneurs carried out individual orders for them and actively involved them in advertising their products.

The first famous athlete to actively use Niki's models was coach Bowman's student, member of the US running team, Steve Prefontaine. After him, world number one title holder Ilie Nastase, US Open-74 champion Jimmy Connors, and world marathon record holder Kenyan Henry Rono competed in the company's shoes.

Steve Prefontaine

At the 1976 Olympics, most athletes wore Nike models.

The history of the company's development is not limited only to the manufacture of branded shoes. 1979 was marked by the release of the first samples sportswear, designed by Knight himself and his wife.

Sales expansion

Since 1975, Nike began to organize the sale of products abroad. The first country in which sneakers began to be sold en masse was Canada. Successful advertising on the sports front, an active policy to capture the market, and the increased popularity of recreational running largely contributed to the rapid growth of sales to $25 million in 1977.

Air insoles

The company's success story would be unthinkable without the appearance of NASA employee Frank Rudy within its walls. He proposed the depreciation technology he had developed. Air cushions filled with compressed gas were built into the back of the sole. His proposal was not immediately accepted, but it turned out to be revolutionary and brought the company worldwide fame and millions in profits.

Frank Rudy

A sneaker with an air-cushioned sole called the Nike Tailwind began selling in 1979. New technology the company called it AirMax. It is used by the corporation in a popular line of products in the most varied and numerous variations.

Reorganization into a joint stock company

By 1980, Nike had already captured half of the American sports shoe market. The company is ripe to enter a new, more high level development. Ahead was a struggle for leadership with the main competitors - the world-famous brands Adidas and Reebok.

There was a need for a public offering of shares, which would strengthen the company’s reputation and make the brand even more significant and recognizable. In addition, the organization needed large loans, and banks were more willing to issue them against securities that are quoted on the stock exchange.

Nike reorganizes into an open joint stock company and conducts an IPO. The company had 2,700 employees at that time. The Nike story ran on new stage development.

Advertising strategy

Once in an interview, Phil Knight said that marketing is what all divisions of the corporation basically do. Product design and functionality are only part of the global marketing process. He identified three pillars on which the success of the organization rested:

1. use of famous athletes in advertising;
2. product design;
3. the advertisement itself.

Knight's advertising strategy throughout Nike's history has been based on the use of iconic athletes. Major milestone was the signing in 1984 of a long-term contract with the best NBA basketball player Michael Jordan. Having invested millions in advertising with his participation, the Nike corporation managed to make the superstar the face of its shoe empire.

AirJordan sneakers were made for him, functionally suited to his style of play. They became extremely popular in America. The teenagers were ready to give everything for the same sneakers as “his airhead.” At the same time, all Nike products became more popular. The company's annual turnover during its cooperation with the “king of the air” increased 4.5 times to $4 billion.

Nike Air Jordan 1 White

In 1988, the now classic advertising campaign Nike under the slogan “Just do it” (Just do it). In the future, “JustDoIt” will actually become the second name of the brand and will take its place in history as one of the best slogans. The costs of promoting the slogan by 1989 will reach $45 million. Along with Jordan, tennis star Andre Agassi and baseball player Bo Jackson were involved in the collaboration.

Further promotion of the brand

Since 1990, the company began creating a network of its own Nike Town retail stores. The first company store was opened in Portland. Its design soon made the establishment a place of pilgrimage for tourists in the city. Now a network of such stores operates throughout the world.

In 1991, Nike's sales in America reached the level of its main competitor, Reebok. The brand was promoted quite successfully in Europe, where revenue amounted to $1 billion.

Nike positions itself as a global corporation in the world of sports. In the 90s, she continued to expand her product line. NikeGolf, NikePro, Nike+, AirJordan, NikeSkateboarding series, subsidiary brands ColeHaan, Hurley International and Converse appear.

ColeHaan series shoes

Nike in Russia

Nike has been present on the Russian market since 1993. The promotion of the product on Russian soil is carried out by the subsidiary company Nike LLC. In total, there are more than 100 stores throughout the country selling exclusively products of this brand.

Where did the brand name come from?

The original name of the brand comes from the name Nick and is borrowed from ancient greek mythology. This was the name of the winged goddess of victory.

The official history of the Nike brand states that the name was proposed by the first employee of the company, Jeff Johnson. The founders couldn't agree on a name, so Jeff was called in to help. The name of the product had to be printed on the boxes in the morning. By morning, Johnson had a name for the new brand.

Jeff Johnson

Birth of a logo

The history of the logo is very prosaic. The legendary swoosh (“swoosh” or “flying with a whistle”) was invented and designed by Portland University student and future advertiser Caroline Davidson. Fate brought them together with Knight during classes in accounting which he taught as a teacher. She worked as a freelancer and Phil asked her to come up with an emblem that he could put on the side of his sneakers. The businessman paid her $35 for the work.

The evolution of the Nike logo

The image resembles the silhouette of the wing of the goddess Nike and has always been associated by the creators with positive thinking, a healthy and energetic lifestyle, a symbol of leadership in the sports industry.

In 1983, already being the head joint stock company Nike, Mr. Knight gave Davidson a statuette of a goddess with diamonds, as well as a stake in the corporation.

Nike today and tomorrow

Nowadays, the American corporation Nike Inc. is one of the leaders in the international market of sports shoes, clothing and accessories.

The Nike brand is known to millions of people around the world, and is considered by many to be a global symbol of sports. The company became famous for its unexpected and original innovative proposals.

She was the first to create on the Internet social network, completely dedicated to basketball. A unique opportunity has been created for fans to design their own sneakers on the company website. You can order your original model from the manufacturer directly on the website.

The AirMax line continues to be improved. Another model that captures the imagination of fans of the brand is HyperAdapt - self-lacing sneakers.

Nike HyperAdapt 1.0 'Sport Royal'

The Nike+ system has been implemented, allowing runners to monitor their runs using a sensor built into the sneakers. It was the fruit of cooperation with the IT industry giant Apple.

Model Nike+

Financial indicators

Behind last years financial indicators corporations are constantly growing. The main parameter - revenue - over 5 years grew by 35.9% and amounted to $34.4 billion at the end of the 2017 financial year (as of May 31, 2017).

Sales in Europe, including Russia, as well as the Middle East and Africa, increased by 10% and reached $4.05 billion. With each report, the brand value increases, assessed by experts of various portals. Thus, according to Interbrand, over the past five years it has risen in price by 35.9%.

Management

Bowerman gradually retired in the 70s, selling his shares piecemeal to various employees of the firm. He died in 1999.

Phil Knight ceased to be president of the corporation in 2004, remaining the head of the board of directors. In 2016, he left this post as well.

In June of the same year, the board of directors was headed by Mark Parker, who is both president and CEO of Nike. The success of the organization in the last five years is largely associated with his name.

Mark Parker

The corporation's main office is located in Beaverton, Oregon. Now the complex consists of 7 modern buildings, each of which is named after legendary athletes.

Nike's largest headquarters building

The mission of Nike Incorporation is to encourage as much as possible more people play sports, make these activities exciting for every athlete. In the field of sports and fitness, the company should be number one in the world.

How was "Swoosh" invented?

Caroline Davidson was a design student at Portland State University. state university. In 1969, she met Phil Knight while he was teaching an accounting course and building his company, Blue Ribbon Sports (BRS), which later became Nike. Knight knew Davidson was looking for a part-time job to pay for his courses. oil painting, and offered to collaborate, giving her two dollars an hour.

With the development of the company, Phil Knight decided not just to resell sports shoes purchased in Japan, but to produce sneakers own design. In this regard, he asked Caroline to come up with an image of a patch that could be placed on sports boots. Davidson suggested a "swoosh" that she thought would symbolize movement and speed. The Swoosh also resembled the flapping of a wing, allegorically hinting at the new name of the Nike brand, given in honor of the Greek goddess of victory Nike. Having finalized the approved logo, the girl received $35 for the design.

And Knight launched his sports brand with a flourish, which became one of the most famous among others (although Phil initially claimed that he was not delighted with the logo).

Who is Caroline Davidson?

At the time she came up with the Swoosh, Caroline was still just a design student looking for extra income. After creating the logo for Nike, she remained an employee of the company until 1975. After finishing her studies at the university, Davidson decided to quit her job to work at home as a freelancer, which she has been doing for 30 years.

Why was she only paid $35?

Caroline claims that she doesn't know how long she worked on the Nike logo specifically, but at the end of the project it turned out that she spent about 17.5 hours on it. For this she was paid 35 dollars (after all, we remember that the girl was paid 2 dollars per hour). And although Davidson’s brilliant idea was not appreciated at first, later the company decided to correct this unfortunate mistake by organizing a gala evening. Phil Knight also personally presented Caroline with shares worth a million dollars and Golden ring with a Swoosh studded with diamonds.

Humble work, generous reward

Despite the fact that Davidson was initially paid only $35 for the legendary “Swoosh,” she was subsequently generously rewarded - a sea of ​​customers and one million dollars from a grateful Nike. Caroline's creation is a great example of how everything is connected in the design world, and that any amount of effort and effort can ultimately pay off many times over.

The history of Nike began back in 1964, when University of Oregon student and part-time sprinter Phil Knight, together with his coach Bill Bowerman, came up with an ingenious scheme to sell high-quality and inexpensive shoes. That same year, Phil went to Japan, where he signed a contract with Onitsuka to supply sneakers to the United States. The first sales were carried out right on the street from Knight's micro-van, and the office served as a garage. At that time the company existed under the name Blue Ribbon Sports.

Phil and Bill were soon joined by a third person, athlete and talented sales manager, Jeff Johnson. Thanks to his special approach, he increased sales and also changed the company's name to Nike, naming the company after the winged goddess of victory.

In 1971, a milestone occurred in the history of Nike. significant event is the development of a logo that is still used today. The “flourish” or wing of the goddess Nike was invented by Portland University student Caroline Davidson, who received a fairly modest fee for her creation, only $30.

In the history of the Nike brand there are two brilliant inventions, which brought particular success and popularity to the brand. The company's first meteoric rise began in 1975, when Bill Bowerman invented the famous ridged sole while watching his wife's waffle iron. It was this innovation that allowed the company to become a leader and make it the best-selling shoe in America.

In 1979, Nike had another revolutionary development - an air cushion built into the sole, which extended the life of the shoe. This innovation, invented by aircraft engineer Frank Rudy, led to the creation of the world famous, legendary Nike Air series of sneakers.

Today, the Nike brand is a symbol of sports, and its history to this day is rich interesting facts. For example, in the near future the company plans a joint project With by Apple. They will jointly release hi-tech technology - these are sneakers and an audio player connected to each other.

How one of the most famous signs in the world was created for $35

To bookmarks

Today, the swoosh that represents Nike does not need any additional introduction - it is recognizable to everyone. Given this, it is difficult to imagine that the logo was once absent altogether. However, from 1963, when amateur runner Phil Knight took the first steps towards a future empire, a full 8 years passed before the creation of the emblem. The student selling Japanese sneakers out of the trunk of his car probably had no idea that his humble company would one day become one of the most exciting sports brands in the world.

The beginning of the way

The choice of direction was not accidental for Phil Knight. The young man was actively involved in sports, improved his skills and was interested in developments in this area. The issue of the lack of affordable sports shoes was as pressing for him as it was for others. The market was occupied either by expensive foreign brands like Adidas, or by cheap shoes that were not distinguished by quality and comfort. Knight seriously thought about finding alternatives, and without thinking twice, he turned to Japan - the industry of this country was one of the objects of his interest at the university. The student’s idea was to supply inexpensive Japanese sneakers to the United States, which would become available to a wide audience.

In 1962, Phil Knight went to Japan and entered into an agreement with a local company, and a year later he began selling the first batch in his homeland. At that time, his business was conventionally called Blue Ribbon Sports, which the entrepreneur did not think too much about. At first, Knight advertised the shoes with an athlete he knew, but soon a wave of interest in the product began to grow. Good profits and customer response led the team to think about their own production. An additional argument in favor of this was the growing public fashion for healthy image life. However, to found a new company, a more concise name and a memorable logo were required.

The birth of the “swoosh”

The idea for the name "Nike" came from Knight's colleague Jeff Johnson, who had a dream about the Greek goddess Nike one night. Her image was one of the reference points for the birth of the emblem. Knight met the future creator of the legendary logo, designer Carolyn Davidson, at the University of Portland. He periodically resorted to her services during the early stages of business development, and in 1971 he entrusted the student with a more important mission - creating a company logo. Among his requirements for the future emblem, Knight outlined its dynamism, good visual perception on shoes, and difference from other well-known brands.

“The check mark” was not Davidson’s first idea – the girl created several sketches at once. According to legend, being dissatisfied with her work, the designer irritably scribbled on a piece of paper, as a result of which the “swoosh” appeared. One way or another, the shareholders gave their preference to this option. Phil Knight himself received the image rather coldly, saying that this was not the limit of his dreams. Carolyn Davidson was paid only $35 for the work.

How surprised the founder of the company must have been if he had learned that years later he would get a tattoo with the symbol that made him famous throughout the world. And the logo designer will receive a precious ring with a swoosh and 500 shares of the company as a reward - a huge, albeit belated, bonus. The exact amount of shares is still unknown, but today it exceeds a million dollars. Remembering this story, fans of the company often joke that freelancers should not be afraid to take on low-paying orders. Who knows how everything will turn out...

Semantic message

The newly-minted symbol initially received different interpretations. According to Carolyn Davidson herself, the line depicts the wing of the goddess Nike, who gave the brand its name. IN Ancient Greece Nika symbolized victory and also patronized athletes. Shareholders initially saw a ribbon in the logo. However, the company started with the creation of sneakers, which means the goal was to associate the logo with running, speed, and energy.

The name "swoosh", now known throughout the world, transmits sound at high speed (wind whistle). It has become a symbol of eternal and continuous movement. At the same time, the check mark, together with the slogan “Just do it” that appeared later, was intended to stimulate athletes to action, new achievements and achievements. Nike is one of the few companies whose logo has its own, unique name that is not associated with anything else.

Further development of the symbol

Despite the fact that shoes with the image went on sale almost immediately after its creation, the symbol officially became trademark only in 1995. The simple and laconic “swoosh” turned out to be one of the most enduring logos in history. Over the decades, it has remained virtually unchanged, apart from minor adjustments. In the original version, the Swoosh had a black outline and internal transparency, with the name "Nike" written over the top in a flowing handwritten font. After 7 years, the logo was finalized: the “swoosh” slightly changed its curve, was slightly blurred and became black. The inscription “Nike” was placed above the design, and its font became more restrained and symmetrical.

Subsequently, the logo was subject to only very minor changes. A few years later the font and symbol were slightly stretched and they began to use White color on a black background. And in 1995, the main event in the history of the logo happened - it lost the “Nike” explanation, remaining just a tick. By that time, the logo had become so popular and recognizable that there was no longer any need to refer to the company. It remains so to this day - hardly anyone, seeing the famous “Swoosh” on sportswear and shoes, will not be able to recognize the brand associated with it.

Nike logo today

Despite the fact that the company never managed to surpass Adidas in popularity among football players, Nike still gained the title of the No. 1 sports brand in the world. And the “swoosh” is today recognized as the most recognizable logo among buyers and athletes. It can be seen not only on sneakers, but also on shorts, T-shirts, jackets, caps, and sports equipment. From time to time, the company holds promotions and releases products with various words and abbreviations above the “swoosh” - where the “Nike” inscription used to be located. The traditional font is retained.

The symbol appealed to many sports stars, with whom the brand continues to collaborate to this day. Athletes win prizes and set new world records while wearing Nike clothing and shoes. Choosing idols promotes loyalty and trust among customers who instantly recognize the “tick.” The history of the “swoosh” is proof that even the simplest and most uncomplicated image can eventually gain worldwide fame and recognition.

Reebok operates factories in Russia, and all Puma is produced in Asia.

Sportswear brands have moved their production to countries with low cost labor force© flickr.com

Most American and European sportswear brands have moved their production to countries with cheap labor. Even some Ukrainian and Russian enterprises, registering a brand abroad, in China.

The history of this great German brand can begin with the birth of its founder, Adolf Dassler. After World War I, the Dasslers decided to organize their own business, namely a shoe-making workshop. By 1925, Adi, as an avid football player, made his first pair of shoes with spikes. A local blacksmith forged it for him, and thus the first boots were born. They turned out to be so comfortable that they began to be produced at the factory along with slippers.

In the late 40s, after the death of the head of the family, the brothers quarreled and divided the company. They divided the factories, each brother got one, and agreed not to use the old name and logo of Dassler shoes. Adi decided to name his brand Addas, and Rudi - Ruda, but soon their names changed to Adidas and Puma, respectively. The Dassler brand was successfully forgotten.

Columbia

Columbia Sportswear Company -American company produces and sells clothing for active recreation (outdoor).

The company was founded by second-wave German emigrants with Jewish roots - Paul and Marie Lamfr. The Columbia company was founded in 1937 in Portland and was engaged in the sale of hats. The name Colombia Hat Company appeared in honor of the river of the same name, which flowed near the place of residence of the Lamfrom family.

The hats that Colombia sold were of poor quality, so Paul decided to start his own production, namely, sewing shirts and other simple work clothes. Later, the founders' daughter sewed a fishing jacket with big amount pockets. This was the first jacket in the company's product range, and its sales brought some fame to the factory.

Nike Inc. is an American company, a world-famous manufacturer of sporting goods. Headquarters in Beaverton, Oregon, USA. The company was founded in 1964 by student Phil Knight. He was a middle distance runner for the University of Oregon. In those years, athletes had virtually no choice in sports shoes. Adidas was expensive, about $30, and regular American sneakers cost $5, but they hurt my feet.

To remedy the situation, Phil Knight came up with a brilliant scheme: order sneakers from Asian countries and sell them on the American market. At first, the company was called Blue Ribbon Sports and did not officially exist. The sneakers were sold literally from hand, or rather from Knight's minivan. He simply stopped on the street and started trading. During the year of its existence, the company sold $8,000 worth of sneakers. Later, the Nike logo was invented.

Nike became widely known for its "waffle" sole, which made the shoe lighter and gave it a little more propulsion while running. It was this invention that brought Nike to the forefront.

The history of Puma begins simultaneously with the history of Adidas, since the founders of the brands are brothers. (see Adidas history). Rudolf founded his own company, Puma, in 1948. . In 1960, the world saw the company's new logo, an image of the beloved member of the cat family - the puma.

For many years the company worked exclusively for athletes. By the early 90s, Puma found itself on the verge of bankruptcy. Consumers viewed the brand as imitative and expressionless. The new management has set new goal- to make the Puma brand the most creative and desirable. Central to the revival was the decision to develop shoes and apparel aimed at niche segments such as snowboarders, racing fans and yoga enthusiasts.

Reebok is an international sportswear and accessories company. The headquarters is located in the Boston suburb of Canton (Massachusetts). It is currently a subsidiary of Adidas.

The reason for the founding of the British company Reebok was the logical desire of English athletes to run faster. So in 1890, Joseph William Foster made the first running shoe with spikes. Until 1895, Foster was engaged in handcrafting shoes for top-level athletes.

In 1958, two of Foster's grandchildren founded new company and they call it after the African gazelle - Reebok. By 1981, Reebok's sales reached $1.5 million, but Reebok's biggest success came the following year. Reebok introduces the first sports shoe specifically for women - a fitness sneaker called the FreestyleTM.

Information used in the material open sources, manufacturing companies, sources finance.tochka.net