Buzz
Running shoes have come a long way from their early days. Originally crafted by tire manufacturers, they were heavy, awkward, and often caused blisters during extended use. Bill Bowerman, a track coach, revolutionized this by designing a shoe that could endure the demands of professional sports. Together with Phil Knight, he established Nike in 1964. Today, the brand dominates the U.S. footwear market, holding over two-thirds of its share, and has grown into a worldwide leader in both sportswear and marketing. Discover some intriguing details about the iconic Swoosh.
1. THE FIRST NIKE DESIGNS USED MATERIALS LIKE FISH AND KANGAROO.
Nike
Bowerman (pictured above) served as a track coach at the University of Oregon during the 1950s and was dissatisfied with the quality of running shoes available at the time. Apart from a few German imports, most sneakers lacked proper support and failed to meet athletes' needs. Determined to improve them, Bowerman began experimenting with various materials, including kangaroo leather, velvet, deer hide, and even fish skin, collaborating with a local shoemaker to refine his designs. He tested these prototypes on Phil Knight, a student athlete.
2. THE BUSINESS STARTED AS A COLLEGE PROJECT.
After studying at the University of Oregon, Knight pursued further education at Stanford in 1960. During a class, he was tasked with creating a business plan. Inspired by the idea of producing high-quality, affordable shoes in Japan, Knight envisioned a brand targeting young athletes. By 1964, he and Bowerman launched Blue Ribbon Sports, a company that imported and sold Onitsuka Tiger shoes from Japan. Bowerman enhanced the shoes for better performance, while Knight sold them directly from his car.
3. THE ICONIC SWOOSH LOGO WAS DESIGNED FOR ONLY $35.
Nike
Knight sought to strengthen Blue Ribbon's brand image and approached Carolyn Davidson, a student at Portland State University where he taught accounting. Davidson created several designs, including the now-famous Swoosh, which Knight showcased to Onitsuka executives in 1971. Although Knight wasn’t initially impressed, the logo was chosen, and Davidson was paid $35 for her work.
4. THE LOGO WAS CHOSEN BEFORE THE COMPANY NAME.
With the Swoosh in place, Blue Ribbon needed a new name. Knight suggested Dimension 6, while others preferred Bengal. Jeff Johnson, an employee, proposed Nike, inspired by the Greek goddess of victory. The name came to him in a dream and aligned with his reading about impactful brand names using letters like Z and K. Despite Knight’s reservations, time constraints led to the adoption of Nike.
5. THE FIRST NIKE SHOE HAD MAJOR DURABILITY ISSUES.
The inaugural Nike shoe, a football cleat released in 1971, was produced in New Mexico’s warm climate without testing in colder conditions. When used in winter, the soles cracked, forcing Nike to sell most of the 10,000 pairs at a discounted price of $7.95.
6. A WAFFLE IRON SPARKED THE CREATION OF AN ICONIC SHOE.
Nike
Bowerman was always searching for ways to enhance shoe traction and energy absorption. One day, while eating a waffle, he envisioned its grid pattern—reversed to protrude instead of indent—as a potential solution. He experimented by pouring urethane into his waffle iron but forgot non-stick spray, causing it to seal shut. Despite this, the concept proved successful, leading to the launch of Nike’s Waffle Trainer in 1974.
7. KNIGHT PROMOTED HEATED DEBATES AMONG EMPLOYEES.
The early Nike workplace had a fraternity-like vibe, with male-dominated staff often jokingly calling each other “buttfaces” and enjoying tequila fountains. Knight also fostered a culture of spirited debates, encouraging loud arguments over sports. By 1995, as the company matured and these behaviors faded, Knight remarked that Nike had lost some of its former fun.
8. THEY EMBRACED CONTROVERSY.
Nike gained early media attention by sponsoring Ilie Nastase, a volatile Romanian tennis player. Recognizing the appeal of endorsing unconventional athletes, the company later partnered with Charles Barkley after he faced backlash for spitting on a fan. Knight also supported Tonya Harding by sending $25,000 to assist with her legal fees following the 1994 Winter Olympics scandal involving Nancy Kerrigan.
9. THE BEATLES SUED THEM.
In 1987, Nike used The Beatles’ song “Revolution” in an Air Max ad, one of the first instances of the band’s music in a commercial. The Beatles objected, stating they didn’t endorse products like sneakers, and filed a $15 million lawsuit. EMI-Capitol, which managed the band’s song rights, claimed they had the authority to grant permission. Nike defended the ad and continued airing it until the campaign ended in 1988.
10. THEIR SLOGAN WAS INSPIRED BY A CONVICTED MURDERER.
Gary Gilmore, a convicted murderer executed by firing squad in Utah in 1977, famously said, “Let’s do it,” as his final words. A decade later, Dan Wieden, an executive at Nike’s ad agency, remembered this phrase while brainstorming a slogan. He adapted it to “Just do it,” which became one of the most iconic taglines in advertising history.
11. THEIR EARLY ADS WERE DIVISIVE.
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Nike introduced their legendary slogan in a 1987 campaign, with one ad featuring triathlete Joanne Ernst saying, “Just do it,” followed by, “And it wouldn’t hurt to stop eating like a pig, either.” This remark upset female consumers, who felt overlooked by Nike during the 1980s aerobics boom. The company later adjusted their ads to be more inclusive, increasing their female customer base from 13 percent in 1990 to 20 percent in 1991.
12. MICHAEL JORDAN’S PARENTS CONVINCED HIM TO MEET WITH NIKE.
Throughout his college years and early professional career, Michael Jordan preferred Adidas sneakers. When Adidas faced financial difficulties and hesitated on an endorsement deal, Jordan’s agent, David Falk, encouraged him to meet with Nike. Jordan initially resisted, wanting to remain loyal to Adidas. However, after his parents persuaded him to take Falk’s advice, he traveled to Nike’s Oregon headquarters in 1984 to sign a deal. This marked the first time Jordan ever wore Nike shoes.
13. THEY PRODUCE PLAYGROUND EQUIPMENT.
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Through their Reuse-a-Shoe initiative, Nike repurposes old sneakers into materials for playground surfaces, track flooring, and gym tiles. A single basketball court can require up to 2,500 pairs of recycled shoes.
14. THEY HAVE A TATTOOED TASK FORCE.
EKINs, which is "NIKE" spelled backward, are brand ambassadors who engage with retailers and partners to promote new products and strengthen the company’s identity. The most dedicated EKINs often tattoo the logo on their bodies, with Knight himself sporting one on his left ankle.
