Nike’s History

Nike, originally known as Blue Ribbon Sports, was founded by University of Oregon
track athlete Philip Knight and his coach Bill Bowerman in January 1964. The company
initially operated as a distributor for Japanese shoe maker Onitsuka Tiger, making most
sales at track meets out of Knight's automobile.The company's profits grew quickly, and
in 1966, BRS opened its first retail store, located on Pico Boulevard in Santa Monica,
California. By 1971, the relationship between BRS and Onitsuka Tiger was nearing an
end. BRS prepared to launch its own line of footwear, which would bear the newly
designed Swoosh by Carolyn Davidson. The Swoosh was first used by Nike in June
1971, and was registered with the U.S. Patent and Trademark Office on January 22, 1974.
Today the Onitsuka Tiger brand is owned by one of Nike's competitors, ASICS.The first
shoe to carry this design that was sold to the public was a soccer shoe named "Nike",
which was released in the summer of 1971. In February 1972, BRS introduced its first
line of Nike shoes, with the name Nike derived from the Greek goddess of victory. In
1978, BRS, Inc. officially renamed itself to Nike, Inc. Beginning with Ilie Nastase, the
first professional athlete to sign with BRS/Nike, the sponsorship of athletes became a key
marketing tool for the rapidly growing company.The company's first self-designed
product was based on Bowerman's "waffle" design. After the University of Oregon
resurfaced the track at Hayward Field, Bowerman began experimenting with different
potential outsoles that would grip the new urethane track more effectively. His efforts
were rewarded one Sunday morning when he poured liquid urethane into his wife's
waffle iron. Bowerman developed and refined the so-called 'waffle' sole which would
evolve into the now-iconic Waffle Trainer in 1974.By 1980, Nike had reached a 50%
market share in the United States athletic shoe market, and the company went public in
December of that year. Its growth was due largely to 'word-of-foot' advertising (to quote a
Nike print ad from the late 1970s), rather than television ads. Nike's first national
television commercials ran in October 1982 during the broadcast of the New York
Marathon. The ads were created by Portland-based advertising agency Wieden+Kennedy,
which had formed several months earlier in April 1982.Together, Nike and
Wieden+Kennedy have created many indelible print and television ads and the agency
continues to be Nike's primary today. It was agency co-founder Dan Wieden who coined
the now-famous slogan "Just Do It" for a 1988 Nike ad campaign, which was chosen by
Advertising Age as one of the top five ad slogans of the 20th century, and the campaign
has been enshrined in the Smithsonian Institution. San Franciscan Walt Stack was
featured in Nike's first "Just Do It" advertisement that debuted on July 1, 1988. The "Just
Do It" trademark was filed by Nike, Inc. on October 3, 1989 with the description
attributed to sports clothing, on which the mark was to be affixed.
Throughout the 1980s, Nike expanded its product line to include many other sports and
regions throughout the world.

The Swoosh
The SWOOSH logo is a graphic design created by Caroline Davidson in 1971. It
represents the wing of the Greek Goddess NIKE. Caroline Davidson was a student at
Portland State University in advertising. She met Phil Knight while he was teaching
accounting classes and she started doing some freelance work for his company. Phil
Knight asked Caroline to design a logo that could be placed on the side of a shoe. She
handed him the SWOOSH, he handed her $35.00. In spring of 1972, the first shoe with
the NIKE SWOOSH was introduced.....the rest is history! (from Nike Consumer Affairs
packet, 1996)

Key Dates:
1950's
Phil Knight and Bill Bowerman meet
1960's
Blue Ribbon Sports (BRS) was made and founded by Phil Knight
The popular Cortez aka "Dope Mans" are made in Japan
Philip H. Knight founds Blue Ribbon Sports (BRS) to import Japanese running
shoes.
BRS takes its first delivery of 200 shoes from Onitsuka Tiger Co.
BRS becomes partnership between Knight and William Bowerman
The company's first retail outlet opens.

1970's
The Swoosh logo is created by Carolyn Davidson for $35.00
The first Nike model shoe to hit the retail market is a soccer/football shoe
A Promo Nike Tee becomes the first apparel item
The famous Waffle Trainer is introduced, which becomes the best selling shoe in
the US
Nike’s racing and training spiked shoe is made called the "Elite"
Factories for manufacturing are set up in Korea and Taiwan
For the first time Nike shoes are sold in Asia
Blue Ribbon Sports changes their company name to Nike Inc.
The first Nike running shoe with a air sole system to come out is the "Tailwind"
World Headquarters are opened in Beaverton, Oregon
First line of clothing is launched and the Nike Air shoe cushioning device debuts.

1980's
Nike talks with the P.R. of China so they can produce shoes there
Nike shoes become Canada’s top seller
Nike shoes are now produced in 11 countries
The famous "NIKE AIR" Air Force 1 and Air Ace make their introduction
 Over 200 shoes are now in Nike’s footwear line
The first high performance kid’s running shoe is called the "Destiny"
The Air Jordan makes it’s way to Nike footwear line up
Company signs Michael Jordan to endorse a version of its Air shoe--the 'Air
Jordan.'
The Sock Racer comes out and is part of the Dynamic-Fit technology
The first Air Max
The first Cross Trainer
The famous "Just Do It" slogan comes to life
The first model to combine the footbridge device and Air Sole is the Air Stab
Spike Lee’s "Mars Blackmon" character helps promote the third style of Air
Jordan
Cole Haan, maker of casual and dress shoes, is acquired; 'Just Do It' slogan
debuts.
Bo Jackson’s "Bo Knows" commercials include the "Just Do It" slogan
Nike moves to a new World Campus in Beaverton
1990's
The new World Campus sits on 74 acres with 570,000 square feet.
Revenues reach $3 billion
First NikeTown retail outlet opens in Portland, Oregon.
The intro of the Air Huarache running shoe
Company acquires Canstar Sports Inc., the leading maker of skates and hockey
equipment in the world, later renamed Bauer Nike Hockey Inc.
The intro of the Air Mowabb
Company signs golfer Tiger Woods to a 20-year, $40 million endorsement deal.
Nike Town opens in Chicago
Charles Barkley first signature shoe is introduced
The intro of the Run Walk shoe
Nike Town opens in Atlanta and Orange County
The intro of dual pressure cushioning in the Air Max
Nike gets distribution rights in Korea and Japan
The intro of Zoom Air technology
Nike Town New York opens
The Air Penny comes to life
So much more details in the 90's, and these are just some of the highlights.
Company begins selling its products directly to consumers via its web site.