PHOTO: PHOTO: Just a few years ago, it seemed like the global battle between Nike and Adidas for sneaker dominance was all but over. Adidas has been unsuccessful in an attempt to expand its trademark three-stripe design in the EU after a court ruled it was not “distinctive” enough. PHOTO: These are the first designs of Nike's trademark stripe, which is now known as the "swoosh." The retail store distributed Onitsuka Tiger shoes, which are now known as Asics. Omissions? Nike vice president and GM of Greater China Angela Dong explains the company's "category offense" strategy to hit a big revenue goal. In 1996 the company created Nike ACG (“all-conditions gear”), which markets products for extreme sports such as snowboarding and mountain biking. Paul Kitagaki Jr/The Oregonian/AP. University of Oregon. The company also makes equipment for just about every sport. Nike emerged the clear winner. Nike started as Blue Ribbon Sports in the 1960s. The business started trading as a retail outlet and continued selling Japanese … Success! PHOTO: STORE LOCATOR. Nike has been so successful by continual innovative ideas and timely investments that have resulted in Nike remaining a leading brand across the world as well as making huge profits every year. Ezra Shaw/Getty Images. Nike apologized to Muslims for any unintentional offense. PHOTO: PRODUCTS & ORDERS. Blue Ribbon Sports was founded by Bill Bowerman, track-and-field coach from the University of Oregon, and former Oregon track athlete Phil Knight. Nike, Inc. (/ ˈ n aɪ k i /) is an American multinational corporation that is engaged in the design, development, manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories, and services.The company is headquartered near Beaverton, Oregon, in the Portland metropolitan area.It is the world's largest … Blue Ribbon Sports began making its own shoes, and it launched the Nike brand in the early 1970s. It was founded in 1964 as Blue Ribbon Sports by Bill Bowerman, a track-and-field coach at the University of Oregon, and his former student Phil Knight. Knight poses for a photo in March 1994. In the early 21st century Nike began selling sports-technology accessories, including portable heart-rate monitors and high-altitude wrist compasses. Nike, Inc., formerly (1964–78) Blue Ribbon Sports, American sportswear company headquartered in Beaverton, Oregon. PHOTO: In the 1990s the company’s image briefly suffered from revelations about poor working conditions in its overseas factories. Nike and Adidas remain far ahead, however, not only on the world stage but also in China. The name "Nike" comes from the Greek goddess of victory. Under Armour is using the same strategy that worked for Nike in Europe. By signing up for this email, you are agreeing to news, offers, and information from Encyclopaedia Britannica. Nike footwear grew in popularity as the company continued … Encyclopaedia Britannica's editors oversee subject areas in which they have extensive knowledge, whether from years of experience gained by working on that content or via study for an advanced degree.... …contract from the sportswear company Nike. The NikeTown chain stores, the first of which opened in 1990, pay tribute to these and other company spokespersons while offering consumers a full range of Nike products. So, they moved on from being distributors of athletic footwear to designers and manufacturers of athletic footwear and took full control over their value chain. Nike's come a long way since its first track shoes. In 1972, Romanian tennis star Ilie Nastase was the first major athlete to sign an endorsement deal for Nike shoes. In addition to the Nike name, the footwear company also debuted the now famous "swoosh" mark that appears on all of its athletic items. 8:08 AM EDT, Tue March 27, 2018. Nike would expand its worker education programme, with free secondary-school equivalent courses. Nike was introducing its FuelBand activity tracker, continuing to expand its business past more than shoes. PHOTO: Nike did not make the cost of the commercial public, and by the spring of 2002 the company had moved on to other, more product-focused campaigns. The company was renamed Nike, Inc., in 1978 and went public two years later. Basketball legend Michael Jordan was the face of Nike in the 1980s, and his Air Jordan shoe line helped grow the company into a global giant. Here, Bowerman watches some of his athletes train. Nike is the world market leader in athletic shoes and apparel and operates in more than 200 countries. This waffle iron was found in a trash heap nearly 40 years after it inspired Bowerman to create a new kind of sole for running shoes -- one that didn't have spikes but could still have grip. Ibrahim Hooper, communications director of the Council on American-Islamic Relations, gestures during a June 1997 news conference with samples of Nike shoes in the foreground. Olympic decathlete Ashton Eaton, left, and pro football player Victor Cruz speak at a Nike event in New York in October 2013. Both domestically and overseas Nike operates retail stores, includin… The history of Nike goes back to 1963-64, when Phil Knight,a mid-distance runner, and Bill Bowerman, a track coach,set up a company called Blue Ribbon Sports, and began to import and sell high-tech running shoes from Japan. Password reset email has been resent. PHOTO: Nike logo. 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. Between fiscal 2017 and fiscal 2019, the region’s revenues increased at a CAGR of 7.2%. 37 Nike's golden shoes on Olympic athlete Michael Johnson was a strategic marketing technique for Nike. Did you know…? Nike’s first employee, Jeff Johnson chose the name ‘Nike’. Part of Nike’s success is owed to endorsements by such athletes as Michael Jordan, Mia Hamm, Roger Federer, and Tiger Woods. PHOTO: Knight had been teaching an accounting class there on the side, and he paid Davidson $35 for her work. Edd Griffin/REX/AP. Knight is fourth from the right. Focus on Sport/Getty Images. The new strategy includes consistent financial contributions from Nike to LIVESTRONG, including international expansion for the collection, starting in July 2010. But perhaps the company's biggest boom came in the 1980s when it signed basketball star Michael Jordan to an endorsement deal. Nike's Asia Pacific & Latin America revenue rose 5 percent, while Europe, Middle East & Africa sales were up 4 percent for the quarter. Part of what has allowed Nike to expand its online and omnichannel initiatives so quickly, Shi says, is its new global e-commerce platform. Nike also outfits many college athletic programs, and its work with Oregon's football team helped make the program a recruiting powerhouse. 38 There are now more strict rules about companies doing marketing techniques like these. Now, he's taking Nike in a new direction, targeting overseas expansion—and not just with the Nike "swoosh." Updates? It was nicknamed the "Moon Shoe" because it left craters in the dirt. Let us know if you have suggestions to improve this article (requires login). The Nike "Moon Shoe," with its waffle sole designed by Bowerman, was Blue Ribbon Sports' first major design innovation when it debuted at the U.S. Olympic Track and Field Trials in 1972. "I truly believe the American consumer doesn't want to buy products made under abusive conditions. PHOTO: Be on the lookout for your Britannica newsletter to get trusted stories delivered right to your inbox. Today Nike, Inc. dominates the global sports footwear market with a 38% market share. It had sold $70 million worth by May, according to ESPN's Darren Rovell. Last week he set the ambitious goal of increasing sales 40%, to $27 billion, by 2015. Nike debuted its signature "Just Do It" slogan in 1988. To help accomplish the goal, Chinese president Xi Jinping announced plans to expand the country’s “sport economy” to $850 billion by 2025, which would make it the world’s largest. It was the start of many product endorsement packages that have become part of the growth of the Nike brand. Johnson was one of the major stars of the Olympics, winning the 200 meters and the 400 meters in record time. PHOTO: Moreover, he established his own successful “CR7” brand of products that included shoes, underwear, and fragrances. Adidas AG (German: [ˈʔadiˌdas]; stylized as adidas since 1949) is a German multinational corporation, founded and headquartered in Herzogenaurach, Germany, that designs and manufactures shoes, clothing and accessories.It is the largest sportswear manufacturer in Europe, and the second largest in the world, after Nike… Hooper's group said the "Air" symbol resembled "Allah" in Arabic, and the shoes were recalled. 1-800-806-6453 4 am - 11 pm PT 7 days a week. Nike delivers innovative products, experiences and services to inspire athletes. Bowerman, right, meets with runner Steve Prefontaine after a race in Eugene, Oregon, in June 1970. A Warner Media Company. PHOTO: It reopened in 2014 with four floors of merchandise. The Nike "Moon Shoe," with its waffle sole designed by Bowerman, was Blue Ribbon Sports' first major design innovation when it debuted at the U.S. Olympic Track and Field Trials in 1972. Formerly grounds of the 1928 Amsterdam Olympic Equestrian Games, the campus features fabulous sport facilities and running tracks. If an account exists, we've sent an email with a link to reset your password. In addition to individual athletes, Nike has signed apparel deals with major sports teams across the world, including London soccer club Arsenal. Please click the button below to agree to our Terms and Conditions and acknowledge our Privacy Policy. Verification email has been resent. From the late 1980s Nike steadily expanded its business and diversified its product line through numerous acquisitions, including the shoe companies Cole Haan (1988; sold in 2012) and Converse, Inc. (2003), the sports-equipment producer Canstar Sports, Inc. (1994; later called Bauer and sold in 2008), and the athletic apparel and equipment company Umbro (2008; sold in 2012). Nike leads in Chinese market share at 22.1%, followed by Adidas with 18.6% and Anta a distant third at 10.4%. The United Kingdom, France, Germany, Austria, and Switzerland are Nike’s key target markets in Europe. Mike Lawrie/Getty Images. BRS renamed the company Nike, Inc. in 1973. Nike’s European Headquarters is located in Hilversum, just 40 minutes from the center of Amsterdam. Andrew D. Bernstein/NBAE/Getty Images. Corrections? Find Nike retail stores near you The new Nike line of footwear, which would go on to dominate the world of sports footwear for the next four decades, made its debut in 1972 at the U.S. Track & Field Trials in Eugene, Oregon – and the rest is history. Europe, Asia, North and Latin America are the main markets in which Nike sells its products, which makes it a truly global organisation. Serge Attal/The LIFE Images Collection/Getty Images. Founded as an importer of Japanese shoes, NIKE, Inc. (Nike) has grown to be the world's largest marketer of athletic footwear, holding a g lobal market share of approximately 37 percent. "Move" continued to attract notice, however, and it won the 2002 Emmy Award as the outstanding commercial from the Academy of Television Arts and Sciences and a … The e-commerce giant Amazon has bet big on India, even boasting on a company website last year about its ability to deliver to a remote Himalayan village 11,500 feet above sea level. NikeTown in London is the company's largest store. This article was most recently revised and updated by, https://www.britannica.com/topic/Nike-Inc, American Studies at the University of Virginia - Nike History and Timeline. Chat with us 4 am - 11 pm PT 7 days a week. The company was renamed Nike, Inc., in 1978 and went public two years later. Scott Houston/Corbis. CNN Sans ™ & © 2016 Cable News Network. That month prosecutors filed a lawsuit that accused Ronaldo of defrauding the…. It is one of the world's largest suppliers of athletic shoes and apparel and a major manufacturer of sports equipment, with revenue in excess of US$24.1 billion in its fiscal year 2012 (ending May 31, 2012). Blue Ribbon Sports officially changed its name its name to Nike Inc. in 1978 and launched its first clothing line in 1979. The "swoosh" was created in 1971 by Carolyn Davidson, a graphic design student from Portland State University in Portland, Oregon. Since 2012, Nike has run its mobile, domestic and international shopping sites on one platform, which uses pieces of IBM Inc. and Oracle Inc. e-commerce platform technology.This has allowed Nike … Knight originally wanted to name Nike ‘Dimension 6’. According to Mintel, 20%of the U.S. athletic market is controlled by Nike. VIDEO 2:40 02:40 Still cautious on Nike into Q4: Widlitz The founders liked the idea of using Nike as a brand name and used it for the company's first athletic shoe. Ronaldo’s immense marketability was at the centre of a legal issue that arose in June 2017. 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. The first Air Jordans hit stores in March 1985, selling at $65 a pair. Nike is proud to be expanding the Nike Community Impact Fund to Europe. Formula One champion Michael Schumacher presents his new Nike racing shoe in Cologne, Germany, in January 1996. Success! James Drake/Sports Illustrated/Getty Images. Alan Levenson/The LIFE Images Collection/Getty Images. This timeline shows Nike's revenue in Europe, the Middle East and Africa (EMEA) from 2016 to 2020, by segment. It did so by appealing to the runners and casual athletes who still make up Nike’s core market, and by being one of the earliest American companies to outsource most of its manufacturing to Asia. In the United States, Nike products are sold through about 22,000 retail accounts; worldwi de, the company's products are sold in more than 160 countries. U.S. sprinter Michael Johnson wears gold Nike shoes at the 1996 Olympic Games in Atlanta. In response to allegations of child labor in its overseas factories, Nike promised to improve working conditions and raise minimum ages. They opened their first retail outlet in 1966 and launched the Nike brand shoe in 1972. Throughout its history, Nike has signed endorsement deals with some of the biggest names in sports, including Schumacher, Tiger Woods, Roger Federer and LeBron James. 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