JANUARY 25, 2024
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LOOKING BACK ON THE PAST JOURNEY GOING WITH NIKE EVERY STEP OF THE WAY
“We wanted Nike to be the world’s best sports and fitness company. Once you say that, you have a focus. You don’t end up making wing tips or sponsoring the next Rolling Stones world tour.” Phil Knight
Content Content Content Content 02. STORY BRAND01. TIMELINE
03. ACHIEVE -MENTS 2020 ----------------------------------------------------------------------------------18 2019 ----------------------------------------------------------------------------------20 2018 ----------------------------------------------------------------------------------22
04. PRODUCT Nike Air force 1 ---------------------------------------------------------- 28 Nike Jordan ------------------------------------------------------------------ 32 Nike SB Dunk --------------------------------------------------------------- 36
05. FORFUTURE
TIMELINE “Sport is not a logical proposition. It thrives on obsession, passion, and going beyond what you thought was possible. If you have a body, you are an athlete.”
1990 1988
1984 1980
1964
1971
1979
Found Blue Ribbon
Becomes Nike Inc
Nike Air Tailwind
Timeline
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2004
completes IPO with a price of 18 cents
launching Air Jordan series
First “Just Do It” campaign
First Niketown store opens in Portland, Oregon
acquires Converse for $309 million.
2021
2018 2012 becomes official supplier for NFL apparel
2015 becomes official supplier for NBA apparel
Best Company Compensation for Diversity
2019 Best Company Perks & Benefits and Best CompanyCompensation
2020 Nike Dunk named 2020’s “Shoe of the Year”
Creates NIKELAND on Roblox
2023 NIKELAND is globally popular
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STORYBRAND
“The story of Nike begins with the story of Blue Ribbon Sports back in 1964. Around that time, Phil Knight had just gone through University of Oregon followe d by a stint at Stanford for his MBA, leaving him with twocrucial experiences that set the trajectory of his future.”
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How Was Nike Founded? At University of Oregon, he ran for the school’s track and field team, putting him into contact with their coach, Bill Bowerman. Aside from an intensely competitive ethos, Bowerman displayed a fascination with optimizing his runners’ shoes, constantly tinkering with different models after learning from a local cobbler. The company was founded on January 25, 1964, as “Blue Ribbon Sports” According to Nike, Knight was the first student to try one of Bowerman’s shoes. Seeing him as a safely-unimportant runner to test his shoes on, Bowerman offered to take one of his shoes and fix them Story Brand
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up with his custom design. Knight accepted the offer, and, supposedly, the shoes worked so well that his teammate Otis Davis took them and ended up using them to win gold in the 400-meter dash in the 1960 Olympics. Otis Davis insists to this day that Bowerman made the shoes for him. After the University of Oregon, Knight went through Stanford’s MBA program, during which he wrote a paper theorizing that the production of running shoes should move from its current center in Germany to Japan, where labor was cheaper. Knight got the chance to put this theory to the test with a trip to Japan shortly after his 1962 graduation.
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You don’t get it by staring, you don’t get it by wishing, you don’t get it by drooling, you don’t get it by hoping, you don’t get it easy. You get it by getting off your ass and working for it.
Thestreet.com
He struck a deal with a group of Japanese businessmen to export the country’s popular Tiger shoes into the U.S. Coach Bowerman, who long believed that German shoes, though the best on the market, weren’t anything too special to be replicated or even improved on, supported Knight’s venture, entering into a 50-50 business deal for ownership of their new company, Blue Ribbon Sports, established in Eugene, Oregon, on Jan. 25, 1964. History of Nike??? After founding Blue Ribbon Sports, Knight tested the waters for his imported shoes, initially selling them
out of his car when he came back to the States. It quickly became clear that a demand existed for these cheaper but still high-quality alternatives to the Adidas and Pumas that dominated the market. In 1965, the ever-inventive Bowerman proposed a new shoe design to the Tiger shoe company. One that sought to provide the right support for runners with a cushioned innersole, soft sponge rubber in th e forefoot and top of the heel, hard sponge rubber in the middle of the heel, and a firm rubber outsole. On December 19, 2013, Nike’s quarterly profit rose due to a 13 percent increase in global orders for merchandise since April of that year. This is Nike, Inc. And this is myself. Page | 11
What Does The Nike Logo? The Nike logo – known as the ‘Swoosh’ – is the simplest logo imaginable, consisting of only two lines. And yet, this remarkable logo represents billions of dollars worth of accumulated branding and marketing associations. But what does it mean? Let’s take a look at the Nike logo meaning and history. At its most fundamental level, the Nike Swoosh represents motion and speed. The shape depicts an arc of movement. The word ‘swoosh’ is onomatopoeia for the sound you’d hear as Lebron James or Michael Jordan
zips past you en route to a spectacular dunk. So we’ve established that the Goddess Nike was a winged figure – and guess who else had the power to fly? Basketball superstar and Nike spokesman Michael Jordan. In“Greek mythology”, Nike isthe Winged Goddess of Victory. Below, see the 2nd Century Hellinistic sculpture of Nike, which resides in the Louvre. What does the mythological figure Nike have to do with the Nikvve logo meaning? The shoe brand borrows the mythological
culturecreature.com
attributes of flight, victory, and speed. Nike made direct efforts to connect Jordan to the concept of flight and superhuman skills. For example, Jordan’s signature shoes included the Jordan Flight and the Air Jordans. Nike even gave him wings on his most famous poster (above). Page | 13
ACHIEVE -MENTS
Achievements Page | 16
“Success isn’t given, it is earned. On the track, on the field, in the gym. With blood, sweat, and the occasional tear.”
2020
Nike Dunk is 2020’s “Shoe of the Year”
2019
Best Company Perks & Benefits Best Company Compensation
2018
Best CEOs for Diversity Best CEO 2018
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NIKE DUNK IS 2020’S “SHOES OF THE YEAR” “Footwear News’ 2020 Achievement Awards also salute Cardi B, Salehe Bembury, Birkenstock and more.”
Achievements Page | 18
Best Sneakers of 2020 There’s been a lot of conjecture over the best sneakers of 2020, and for good reason. Despite most people spending more time indoors this year than any other, the sneaker game has still been strong. High-profile collaborations and returning classics have kept the ball rolling as Nike, New Balance and ASICS, in particular, sent the internet into a frenzy. We’ve pulled together a list of the shoes that had sneakerheads reeling, rushing online and dropping stacks of cash. There’s no doubt, this year has been an exciting and innovative one for footwear and the best sneakers of 2020 have a lot to do with it. Elsewhere, Cardi B was named “Style Influencer of the Year,” Amina Muaddi was named “Collaborator of the Year” due to h er work with FENTY, Aurora James of Brother Vellies was dubbed “Person of the Year” and both Birkenstock and Crocs -two brands who truly captured the zeitgeist of the year’s mule/slipper trend - were awarded “Brand of The Year.” Hypebeast.com
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BECAUSE WE TAKE CARE OF OUR TEAM Achievements Page | 20
2019 We support Nike’s teams
This includes Flexible Spending Accounts (FSA) and Health Savings Accounts (HSA). Nike gives employees the opportunity to buy Nike stock at a discounted price through ESPP. Your retirement savings and reach your financial goals. Nike also contributes a percent to you. Nike gives employees go shopping.
Enhanced mental health benefits through Lyra that provide confidential care for employees and their dependent(s) at no cost. Nike provides most employees with PTO. You work hard — take some well-deserved time off to refresh and recharge. Nike.com
Our team relax together
From health to financial well-being, we continually invest in our retail employees to help them achieve greatness — both at work and in the community. Our goal at Nike is to enable and support our teammates to realize their full potential. Here are some, but not all, of the benefits we offer. Eligibility may vary due to position. Nike has eight Employee Networks.
welcome and encouraged to join, participate or become leaders within the Networks.Nike has eight Employee Networks, collectively known as NikeUNITED. These employee-formed and managed communities offer resources to a diverse spectrum of individuals across Nike. All employees are welcome and encouraged to join, participate or become leaders within the Networks.
Collectively known as NikeUNITED. These employee-formed and managed communities offer resources to a diverse spectrum of individuals across Nike. All employees are
Nike’s medical, dental and vision plans provide quality care when you need it, while offering choice and flexibility. Nike offers several plans to help you save money on a pretax basis. Page | 21
We have Best CEO 2018 “The role of design at a company is to allow you to recreate yourself, to allow your company to find a new way of success before the old way fails” Mark Parker
Who is Mark Parker? Mark Parker born October 21, 1955 is an American businessman. He serves as executive chairman of Nike, Inc. He was named the third CEO of the company in 2006 and served as president and CEO until 13 January 2020. Parker is an avid arts supporter with an extensive ongoing collection of modern, low brow and undergr ound contemporary art, along with many other one-of-a-kind collectibles, including a cursed monkey.Notable artists from Parker’s collection include Andy Warhol, Adonna Khare, Mark Ryden, Mark Parker, Jonh Dainel,... Achievements Page | 22
Mark Parker is executive chairman He served as NIKE, Inc. Chairman, President & CEO for 16 years, Chairman for four years, and continues to serve as Executive Chairman. Mark joined Nike in 1979 as one of the company’s first footwear designers and has been at the center of Nike innovation ever since. He has brought innovative concepts and engineering expertise into roles such as VP, Consumer Product Marketing; VP, Global Footwear; and CoPresident of the Nike Brand.
What we believe Nike is a company of purpose, growth and innovation. As we seek to move the world forward through sport, we believe the success of our teammates drives the success of our business. This is reflected in our ongoing commitment to creating an environment focused on equality, inclusion, empowerment and respect us.
AND BEST C EOs FOR DIVERSITY Page | 23
Products
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First Niketown They opened their first retail outlet in 1966 and launched the Nike brand shoe in 1972. The company was renamed Nike, Inc, in 1978 and went public two years later. By the early 21st century, Nike had retail outlets and distributors in more than 170 countries, and its logo a curved check mark called the “swoosh” was recognized throughout the world.
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NIKE AIR FORCE 1 “THE NIKE AIR FORCE 1 IS ONE OF THE MOST ICONIC SHOES IN THE SNEAKER WORLD.”
Whether you go low-top, high-top or anything in between, Nike Air Force 1 are a classic option for sneakerheads everywhere. In fact, when Nike first got its start in the late 1960s, it was little more than a shoe outlet in Oregon called “Blue Ribbon Sports.” A few years later, in 1972, the company launched its first-ever pair of track shoes under the Nike brand, cementing itself as a household name in the athletic shoe industry. Products
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Nearly every Nike-involved collaboration nabbed headlines this year but the Stussy teaming, in particular, broke the internet. Together, they relaunched the Spiridon Cage 2 with two contrasting colourways of the futuristic silhouette. The first, dealt with metallics with glossy silver overlays and industrial mesh while the second gave us a beige take with hemp overlays. Nike followed it up by releasing its own colourways. manofmany.com
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Photo by Sven Vahaja
Products
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Nike Air Force 1 came along a bit later in Nike’s history. In fact, it took over a decade for the company to break into the basketball shoe game with, you guessed it, the Nike Air Force Is (also known as Nike Air Force Ones and Nike AF1s). The Nike AF1s first hit the shoe market in 1982 after a young shoe designer named Bruce Kilgore found a way to integrate Nike’s Air technology into a basketball sneaker. its slick colorways just couldn’t keep up with us.
The rest, as they say, is history. Just one year after the Air Force 1 launched, Nike managed to sign six top NBA players on contracts to wear the shoe’s high-top version on the court: Jammal Wilkes, Mychal Thompsen, Moses Malone, Bobby Jones and Michael Cooper. Despite their popularity, however, Nike decided to discontinue the Air Force 1s just two years after they were originally released. In the age of constant innovation, the simple-yet-functional Air Force 1 and its slick colorway.
Photo by Christian Wiediger
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NIKE AIR JORDAN 1 “BREAK THE COLOR BARRIER IN FOOTWEAR.”
The story of the Nike Air Jordan 1 begins well before the sneaker ever became public knowledge. In the early 1980s, Nike Co-Founder was on the verge of flipping the footwear business upside down like the waffle soles he and Bill Bowerman had turned into running shoes in the decade prior. The ’80s were different, though, and with competition rising around them, Phil Knight had the foresight to see that Nike wasn’t in the shoe business, they were in the entertainment business. Products
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It’s difficult to cherrypick just one iteration of the Dunk this year so we’re celebrating every colourway of the shoe here. While the two-tone colourways like ‘Brazil’ and ‘Kentucky’ captured the imagination, it was the collaborations that really took it to the next level. Travis Scott sent resale prices soared with his mismatched take, Ben & Jerry matched cow print with a dripping swoosh and Grateful Dead met the shoe with fur. The silhouette is a classic and in this year it was a blank.
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Photo by Travis Essinger
Products
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The story of the Nike Air Jordan 1 begins well before the sneaker ever became public knowledge. In the early 1980s, Nike Co-Founder was on the verge of flipping the footwear business upside down like the waffle soles he and Bill Bowerman had turned into running shoes in the decade prior. The Air Jordan 1 began as a basketball sneaker, found a second life with skateboarders in the 1980s, launched the retro crazed world that we live in today where new colorways and collaborations seem to release every week. In 1984, after nearly losing him to adidas (and Converse), Phil Knight and the team at Nike signed one of the greatest entertainers of all time, Michael Jordan. MJ’s original contract with Nike was valued at $500,000 per year, an unprecedented amount for any athlete at the time. The potential upside for Michael was that it also offered him stock options. For Nike, taking such a huge financial risk was given a safety net in the form of one stipulation. If the partnership didn’t result in an ambitious level of $4 million dollars in sales by the end of the third year, they had the right to
Photo by Piyush Haswani
end the partnership. The Jordan Family DNA is in all of us, with hard work, determination, swagger, and drive you can accomplish whatever you put your mind to,because you’re here for a reason. As the story goes, Nike designer Peter Moore, who designed the iconic Nike Air Force 1, came up with the idea to “break the color barrier in footwear.” You see, in the early 1980s the only bright colors you would find on sneakers were likely on a pair of running
shoes, or maybe women’s focused aerobic sneakers. When it came to basketball shoes, the colors were almost always an accent color that was added to a mostly white sneaker. Although, as mentioned on our podcast about the Air Jordan 1, hoopers on the streets of New York City like Bobbito Garcia had already started switching up the colors by customizing their AF1s to stand out when they hit the courts.Peter Moore and Nike Vice President, Rob Strasser. Page | 35
NIKE SB DUNK “BE TRUE TO YOUR SCHOOL”
First introduced in 1985, the Nike Dunk was designed by Peter Moore, one of the most influential designers in the brand’s history. Bearing similarities to the Jordan I and the Terminator—both introduced the same year and designed by the same team—the Dunk boasted the same tech and construction as its peers. What made the Dunk special, however, was the endless colorways that became a defining characteristic. Initially released as a college basketball sneaker, the Dunk’s various colorways Products
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mimicked those of Nike’s biggest college basketball partners. The shoes associated tagline, “Be True To Your School,” reflects how Nike marketed the shoe to both basketball players and fans alike, as a way to showcase collegiate pride. There’s been a lot of conjecture over the best sneakers of 2020, and for good reason. Despite most people spending more time indoors this year than any other, the sneaker game has still been strong. Highprofile collaborations and returning classics have kept the ball rolling
as Nike, New Balance and ASICS, in particular, sent the internet into a frenzy. We’ve pulled together a list of the shoes that had sneakerheads reeling, rushing online and dropping stacks of cash. There’s no doubt, this year has been an exciting and innovative one for footwear and the best sneakers of 2020 have a lot to do with it. Thirty-five years after Nike first introduced this basketball shoe, it’s enjoyed arguably its biggest year ever. Footwear News awarded it ‘Shoe of the Year’.
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FOR
FUTU
URE
Metaverse
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NIKELAND roblox.com
There’s a new place on Roblox for Nike fans to connect, create, share experiences and compete: NIKELAND. Nike created this bespoke world with the backdrop of its world headquarters and inside Roblox’s immersive 3D space, building on its goal to turn sport and play into a lifestyle. After spending part of 2021 taking shoe customizers to court, Nike is spending its final months of the year staking a claim in the emerging metaverse.
In October, the sporting goods giant filed trademarks with the U.S. patent office to sell branded sneakers in a virtual world. Last month, the company launched an online game zone on Roblox called Nikeland where fans can create an avatar of themselves and play sports in a virtual space. In its latest foray, Nike said Monday it has acquired digital collectibles company RTFKT Studios, which will allow the to outfit their online avatars. Page | 41
Metaverse
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Five things to know One: Nike’s WHQ has transformed into “NIKELAND,” a place where competition and creativity are abundant for all. Buildings and fields inside Nikeland are inspired by Nike’s real life headquarters and hold detailed arenas for the Roblox community to test their skills competing in various mini games. At launch, visitors can participate in games such as tag, the floor is lava, and dodgeball with their friends. The creativity, however, is unlimited. With the NIKELAND tool kit, creators can easily design their own mini-games from interactive sports materials. Dream it. Make it. Play it. Two: The digital world will come to life at Nike’s House of Innovation (HOI) in New York City via Snapchat.
Nike’s commitment to inspire movement and innovate for the future of sports experiences continues this December as the brand brings the immersive world of Roblox and NIKELAND to life at Nike’s NYC HOI with a special Snapchat lens. The lens allows people visiting the kids’ floor to see the space transformed into an augmented reality version of NIKELAND, including its signature avatars, fun games to play, and NIKELAND-inspired Easter eggs. Three: A digital showroom allows you to outfit your NIKELAND avatar with special Nike products. Experience global football in an official Roblox colorway of the Mercurial football boot. Gear up in classics like the Air Force 1 and
Nike Blazer and in new drops like the Air Force 1 Fontanka and the Air Max 2021. All can be found in the digital showroom, along with a host of other Nike apparel staples.
Photo by nike cinema 4d C4d
Four: NIKELAND is free for anyone to visit and experience on Roblox, breaking down one of the biggest barriers to sport access. In NIKELAND, the individual’s boundless creativity is supported and stoked. Players are rewarded with Blue Ribbons and Gold Medals for competing in yards, building their yard, exploring, and finding Easter eggs. Blue Ribbons are used to get building materials for yards, and Gold Medals unlock virtual products for avatars. Five: NIKELAND is enhanced by real-life movement, encouraging visitors to get more active. NIKELAND visitors can take advantage of accelerometers in their mobile devices to transfer offline movement to online play. Page | 45
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WATCHING
Nice to meet you at Nike’s 60th Anniversary Event.
Art director: Minhan Lee Designer: Leoin Nuen, Tousis Niler Copywriter: Cococia Photos: Unplash, Pixebay, Pinterest Printed 60,000 copies, size 260x180mm at One World Trade Center. Address: 285 Fulton St, New York, NewYork 10007, USA.
Website:www.nike.com
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