Swoosh: Inside Nike!
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SWOOSH: Inside Nike!
September 30, 2015
Principles of Marketing
With 13,000 products and over 20 billion in sales, Nike is a powerful and dominating
brand that is known around the world as the most powerful athletic shoe brand.
Swoosh: Inside Nike!
It all started with 2 guys selling track shoes out of the trunk of a car that led Nike to be a brand of
a cultural icon. Today, it is one of the world’s largest suppliers of athletic shoes and apparel.
Over the years Nike has pioneered cheap foreign labor and provoked attack from critics. It
produced ground breaking advertising mainly by paying super star athletes to create its label.
Nike was started by a track athlete by the name of Philip Knight and his coach Bill
Bowerman in 1964. Bowerman experiment with the idea of using waffle-ironed rubber to create
a new sole for footwear that would grip but be lightweight. It became the product of Blue Ribbon
Sports at first until Philip Knight secured a deal to distribute Japanese Tiger brand shoes to the
U.S.
Successful marketing of their products such as Air Jordan’s maintain their brand
