Beaverton, Oregon, U.S.


Nike was founded in 1964 by Bill Bowerman, a track-and-field coach, and Phil Knight, a middle-distance runner. Originally named Blue Ribbon Sports (BRS), it started as a distributor for Japanese shoemaker Onitsuka Tiger (now ASICS) in the US. The company officially became Nike, Inc. in 1971, named after the Greek goddess of victory.


Waffle Trainer: In 1971, Bowerman created the innovative waffle sole by pouring rubber into a waffle iron, revolutionizing shoe traction.

Swoosh Logo: Designed by Carolyn Davidson in 1971 for $35, the Swoosh became an iconic emblem.

Air Jordan: Nike's collaboration with Michael Jordan in the mid-'80s marked a significant milestone, creating the Air Jordan line, a cultural phenomenon that continues to thrive.

Just Do It: Launched in 1988, this slogan became synonymous with Nike, encapsulating the brand's ethos.


From a distributor of running shoes, Nike expanded into various sports and lifestyle categories. It acquired companies like Converse and Hurley, broadening its product portfolio.

Cultural Context:

Nike's marketing campaigns often tapped into societal and cultural moments. It championed athletes, celebrated diversity, and addressed social issues, making it a brand associated with athleticism, aspiration, and empowerment.

Positioning & Brand Values:

Nike positioned itself as a performance-driven brand advocating for individual excellence and pushing boundaries. Its values of innovation, inspiration, and dedication to athletes have been central to its brand identity.

Product Design:

Innovative technology like Air cushioning, Flyknit, and Dri-FIT fabric helped differentiate Nike's products. The focus on performance, comfort, and style contributed to its appeal.

Visual Evolution:

Nike's visual identity evolved with time, adapting to trends while maintaining the iconic Swoosh. Its branding consistently embraced minimalism and sleek design across products and marketing materials.

Successes and Challenges:

Successes include global market dominance, endorsement deals with top athletes, and creating highly sought-after products. Challenges include controversies, competition, and occasional backlash over labor practices and marketing choices.


Nike faced scrutiny over labor practices in overseas factories, controversies with athlete endorsements, and backlash over marketing campaigns that stirred public debate.

Product Range:

Nike expanded its product range to encompass footwear, apparel, equipment, and accessories across various sports and lifestyle segments.

Competitors in Different Segments:

Competitors vary across segments. In footwear, Adidas, Under Armour, Puma, and others pose challenges. In lifestyle, it contends with fashion brands like Supreme and luxury brands entering the athleisure market.

Revenue Streams & Financials:

Nike's revenue streams primarily come from footwear, followed by apparel and equipment. It boasts consistently high revenues, strong brand loyalty, and strategic partnerships, maintaining financial stability.