When people think of Nike, they think of a powerful, iconic symbol: the swoosh. But few know the full story of how the company built a global sports empire from essentially nothing. Through a combination of strategic marketing, savvy sponsorships and superior product development, Nike has become the largest footwear and apparel company in the world. The power of the swoosh can hardly be overstated, and it’s not going away anytime soon.
Phil Knight, the Founder
In 1964, Phil Knight was a frustrated MBA student at Stanford who wanted to find a way to make money while pursuing his true passion of running. He decided to import Japanese running shoes and sold them out of the trunk of his car. His first sale was to a retail shop in Santa Monica, California. From then on, the business took off. He named the company Blue Ribbon Sports and soon partnered with an old college buddy, Bill Bowerman, to design and distribute shoes. Bowerman also happened to be the head track coach at the University of Oregon and Knight began to distribute his shoes among local college teams. In 1972, the two officially changed the name of their company to Nike and the rest, as they say, is history.
Designing the Swoosh Logo
On January 13th, 1971, a request for proposals for a logo for the new brand was sent out to six design-school students. A total of 24 logo proposals were received in the mail, but a 25th logo arrived a bit late from Carolyn Davidson, a young student from Portland State University. She was paid just $35 for her work and the design was eventually approved by Phil Knight. Ironically, Davidson didn’t even understand the significance of the design she had created and so it was Phil Knight himself who named it the “swoosh” and it has become one of the most recognizable brands in the world.
Creating an Iconic Tagline
In 1988, Nike’s “Just do it” slogan was introduced in the most memorable way. In the launch commercial, titled “Revolution”, the slogan appeared above footage of the famous 80’s athlete, Steve Prefontaine, running in a race accompanied by the stirring energy of a soaring eagle. Following the success of this campaign, Nike started to gain ground on its competitors and soon, they had become the leading brand in the sports apparel industry.
Sponsorships and Endorsements
Nike’s sponsorships and partnerships with well-known athletes have been a key element in the company’s success. Nike’s first major endorsement deal came in 1984 when the company signed up Michael Jordan, then an up-and-coming NBA rookie. It was a risky move at the time, but it paid off big time. The company released several successful ad campaigns featuring Jordan, and the association with Jordan helped to catapult the company to international fame. Since then, Nike has signed up countless other high-profile athletes, including Tiger Woods, Rafael Nadal and Cristiano Ronaldo, to further expand its foothold in the world of sports.
Innovative Marketing Strategies
While Nike’s sponsorships with top athletes were one of the company’s key strategies for success, the brand’s campaigns have also made their mark. In 1979, the controversial “Bo Knows” campaign was released, in which former NFL star Bo Jackson was seen having a “good time” while wearing Nike’s shoes. The campaign included a series of television commercials, print ads, and even billboards that focused on Jackson’s multi-sport abilities and enthusiasm, which helped to capture the imagination of the public.
More recently, Nike has had success with its “Just Do It” campaign, which has included videos with high profile celebrities such as tennis great Serena Williams and basketball star LeBron James. The company has also used this slogan in ads featuring Colin Kaepernick, the former NFL quarterback who sparked controversy when he chose to kneel during the national anthem. This campaign has sparked both praise and criticism, but it has undeniably helped to increase the visibility of the brand.
Product Development and Leadership
Nike has always focused on product development, and it’s these innovations that have kept customers coming back for more. The company has invested heavily in research and development to create new products, such as the Nike+ Running app, that would help athletes to reach their goals. The Nike+ app allows users to track their progress, compare times with friends, explore new routes and more. Furthermore, Nike’s Flyknit technology was met with praise from athletes and customers alike, as it offered more breathable and comfortable shoes.
Furthermore, Nike’s leadership has been instrumental in its success. Under the leadership of Phil Knight and an experienced team of executives, the company has grown to become a household name around the world. The company has also been a pioneer in corporate sustainability efforts, and it is committed to reducing its environmental impact by investing in renewable energy and innovative materials.
The power of the swoosh is hard to ignore. Nike has leveraged the impressive power of its logo and slogan to become the world’s leading footwear and apparel company. Through a combination of strategic marketing, product development and partnerships with top athletes, the company has gained a tremendous amount of global recognition. The brand is here to stay and its iconic status will continue to be a powerful motivator for customers for years to come.