How Nike became the biggest athletic shoe brand
You undoubtedly know Nike: who doesn't? However, it wasn't always the case. The brand was carefully built, and it was a journey with ups and downs. Particularly the marketing strategy did wonders for Nike. There were times when nearly no athletes opted for other shoes.
You might be familiar with Phil Knight's book, Shoe Dog, which chronicles the story of Nike and how the brand was founded. Initially, it was launched as Blue Ribbon Sports, a name that was later changed. We delved into this story to explain how Nike evolved into the biggest athletic shoe brand. Today, the brand is indispensable, and there’s a good chance you also have a pair of Nikes in your closet.
Shoe Dog about Nike
We highly recommend reading Shoe Dog if you're interested in learning more about Nike's journey. The book elucidates how the brand was founded, the challenges faced, and how marketing was orchestrated. This was significantly instrumental in transforming Nike into the brand we know today.
It was Phil Knight who decided to establish a shoe brand since his journalism career wasn’t taking off. He met Bill Bowerman, a coach he formed a good rapport with. Together, they decided to build the brand, facing numerous ups and downs along the way. More than once, the brand nearly went bankrupt due to failed deals or inability to deliver quality.
The story behind Nike
The narrative of Nike reads like a boy's dream. The book narrates a tale of a young man with a dream, facing various hurdles along his path. He encounters individuals who assist him, but also learns who to trust. He tries to strike deals with big Japanese companies, facing moments where everything seems to fall apart. Through all these challenges, Knight perseveres, eventually building the Nike we know today.
Blue Ribbon Sports
It all began with a completely different name, Blue Ribbon Sports. Knight was certain about making athletic shoes, and they had to be the best. Initially, he sold them to friends and acquaintances. This circle expanded as he was keen on the quality of the shoes and contributing to athletes' comfort. Gradually, Blue Ribbon Sports started making a name for itself.
Renaming to Nike
It wasn’t until 1971 that the decision to change the name to Nike was made. This followed a suggestion from an employee, who dreamt of the Greek goddess of victory, Nike. Knight was initially fond of the name Dimension 6, but eventually gave in and chose the new name. Subsequently, a logo was designed which eventually became iconic.
The 'swoosh' and potent marketing
It's of course the swoosh that made Nike recognizable by everyone. Yet, no one can easily replicate it due to its precise proportions. It's the unique strength of the brand, boasting one of the most famous logos globally. Interestingly, the logo was designed for 35 dollars by a graphic design student. The brand became world-famous with it, also thanks to the incredibly savvy marketing aimed at athletes. Nike thoughtfully chose its channel, having the shoes worn by the winners showcased in the media.
Market leadership
Nike has now become the largest athletic shoe brand in the world. There's still a lot of focus on athletes. When they wear the brand’s shoes, it naturally leads to more sales among the wider public. This was and remains the brand's philosophy. Nike shoes may not have been worn by a president, but it was top athletes who made the brand big. And they continue to do so, making Nike tremendously successful.
Dressed.com collaborates with more than 100 online stores. This means you can buy the Nike shoes you are looking for from them. Explore the various models and offers for a sporty pair of shoes with maximum comfort.
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