The Success Story of NIKE – How NIKE Became The Largest Sports Shoes Selling Brand in the World

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Let’s read the success story of NIKE!

Nike was previously known as Blue Ribbon Sports (RBS) and founded in 1964 by Phil Knight and Bill Bowerman.

Phil Knight was a middle distance runner hailing from Portland who trained under track and field coach Bill Bowerman. Bill Bowerman was looking for ways to improve shoes.

In the mean time his student Phil Knight went on to complete his MBA in Finance from Stanford University. His suggestions fell on deaf ears so he himself decided to import shoes from Japan and sell them. He tried to sell his initial stock of shoes to his previous coach Bowerman but he was interested to join him and so they decided to become equal partners.

Though the business started slow, by 1965 sales had reached an impressive $20,000. As their business was established by now they tried to launch their own line of shoes. After years of struggle, in 1971 they came up with lighter weight training shoes that had an out-sole with waffle-type nubs for traction.

Their first brand ambassador was Steve Prefontaine, who during his college career from 1969 to 1972 set seven American records from the 2,000m to the 10,000m.

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Bonus Video: Nike Ad Campaign on Equality


Soon they launched the Nike Air technology in 1979. This was able to further strengthen their status as a successful competitor. The growth that Nike experienced was huge, during this stage which led them to go for Initial Public Offering by the end of 1980.

Soon their brand had grown very popular with the fitness affecinidos. And by 1982 they had become the No.1 supplier for athletic/training shoes in America.

Nike’s brand logo ‘Swoosh’ and tagline ‘Just Do It’ had become a commonly recognisable symbol in the American households. In 1985, they went on to design signature shoes for an NBA rookie named Michael Jordan and his increasing popularity took Nike’s sales to break new records.


One more interesting thing is that before signing Michael Jordan they were in a debt. But signing him made glories for the brand. They signed various international teams like the Brazil football team, U.S. men’s and women’s soccer team. In 1996, again they signed up a rookie golfer Tiger Woods for a sum of $5 million per year. And the rest as they say, is history.

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Nike kept launching new editions of their landmark training shoes. They developed Nike Shoe in 2000 which was very well received worldwide. Today Nike is a vast empire which incorporates various sports like tennis, baseball, soccer, cricket and athletics.


Bill Bowerman’s desire for finding a better solution and Phil Knight’s business innovation have led to making Nike one of the most profitable and recognisable companies on the planet. In 2012, its annual revenue was more than $24 billion.


The ascent of Nike is a story every bit as interesting as the early of days of Phil Knight, but don’t take my word for it: Phil Knight himself released his autobiography in 2016.


In his book Phil goes into much greater detail than I ever possibly could in this article, so if you liked the story so far you can continue to read it from Phil.


Nike acquired companies on its way to success, and they’ve also sold off most of them. One such company is Umbro. Right now, Nike has two subsidiaries, Converse Inc. and Hurley International. Nike employs more than 44,000 people and its brand alone is valued at nearly $10 billion.

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Nike’s success has been the result of the constant innovation and timely investments that have resulted in Nike making profits worth hundreds of million dollars every year.

That’s all for now. Thanks for reading!

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Sparsh Jain
Sparsh has a passion for learning. He aims for early financial independence, loves to read, write, cycle, and play tennis.
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