When you think of sports, performance, or even street style, one name echoes globally — Nike. With its iconic Swoosh logo and the bold “Just Do It” slogan, Nike is more than just a sportswear company. It’s a cultural movement, a symbol of victory, innovation, and relentless ambition. But how did it all start? Let’s take a closer look at Nike’s journey — from humble beginnings to becoming a billion-dollar brand.
1964: The Beginning as Blue Ribbon Sports
Nike’s story began in 1964, not under the name Nike, but as Blue Ribbon Sports (BRS). It was founded by Phil Knight, a track athlete from the University of Oregon, and his coach, Bill Bowerman, who was obsessed with improving athletes’ performance through better footwear. Initially, BRS sold Japanese running shoes from Onitsuka Tiger (now ASICS), importing them and selling at American track meets.
Knight sold the shoes out of the trunk of his car — a scrappy beginning for a brand that would soon dominate the world.
1971: Nike Is Born
As the relationship with Onitsuka ended, Knight and Bowerman decided to launch their own brand. The name “Nike”, inspired by the Greek goddess of victory, was suggested by one of their first employees, Jeff Johnson. The now-legendary Swoosh logo, designed by a student named Carolyn Davidson, was bought for just $35.
Their first line of Nike shoes featured the innovative waffle sole, inspired by Bowerman’s waffle iron. It provided better grip for runners and marked Nike’s entry into performance innovation.
1980s: Rising Fast with Innovation and Air Jordan
By the 1980s, Nike had already become a leading name in athletic footwear. In 1980, the company went public, and momentum only grew.
Then came the game changer: Air Jordan. In 1984, Nike signed rookie NBA player Michael Jordan, launching the Air Jordan 1 in 1985. It wasn’t just a shoe — it was a revolution. Air Jordan became a cultural icon and birthed today’s sneaker culture.
In 1988, Nike introduced the famous “Just Do It” campaign, inspiring millions across the globe to push their limits. It became one of the most powerful advertising slogans in history.
1990s–2000s: Global Growth and Bold Moves
Nike continued to grow rapidly, expanding into international markets and innovating with technologies like Nike Air Max, Nike Shox, and more. It partnered with sports legends like Tiger Woods, Serena Williams, and LeBron James, further cementing its place in the world of elite sports.
Nike also acquired brands like Converse, Hurley, and Umbro, though it later sold some to refocus on its core strengths.
The 2000s saw Nike embracing technology and sustainability, launching digital fitness tools like Nike+, and investing in sustainable practices, including recycled material lines and eco-friendly packaging.
2010s–2020s: Culture, Technology, and Purpose
Nike transformed from a sportswear brand into a culture and fashion powerhouse, thanks to collaborations with designers and artists like Virgil Abloh (Off-White), Travis Scott, and sacai.
But Nike didn’t just ride trends — it also took bold stands. In 2018, it backed controversial NFL quarterback Colin Kaepernick, sparking global conversations about activism and brand responsibility. Nike proved it wasn’t afraid to stand up for its values, even if it meant dividing opinion.
In recent years, Nike has embraced the digital future, exploring the metaverse, NFTs, and virtual sneakers. Its direct-to-consumer (DTC) model and fitness apps have made it more than just a brand — it’s a lifestyle platform.
Today: Nike Is More Than a Brand
Today, Nike is worth over $180 billion, with a presence in over 190 countries. It’s not just known for making shoes and sportswear — it’s celebrated for inspiring people to move, express themselves, and pursue greatness.
From the track fields of Oregon to the streets of every major city, Nike’s journey is a story of innovation, resilience, and victory — just like the athletes and dreamers it was created for.
Just Do It.
Because Nike did — and changed the world.