Believe it or not, the Nike corporate empire started as being a small distributing outfit situated in Phil Knight’s car trunk. From these very humble beginnings, Knight’s brainchild grew and evolved to become the shoe and athletic firm that will come to define “coolness” and many facets of popular culture.
Knight’s look for a way to make a living while not having to stop trying his love of athletics and Bill Bowerman’s search for lighter and durable racing shoes for his Oregon runners are definitely the two main reasons why nike was established. In 1959, Phil Knight ran the track for University of Oregon where Bowerman coached. The seed of the very most influential sporting company grew between them. Knight’s marketing strategy was clearly affected by Bowerman’s desire for higher quality running footwear.
This is the way the story goes: Knight took a category with Frank Shalenberger while pursuing his MBA at Stanford in the early 60s. Constructing a small company using a marketing plan was the semester-long project. Knight incorporated the growing opinion that high-quality/inexpensive products could be produced in Japan and shipped for the U.S. for distribution with Bowerman’s focus on quality running shoes. Through this, they have found his market niche. Shallenberger thought that the concept was no business jackpot, but definitely interesting. At this point, nothing came from the project.
But in 1963, seeking a method to delay the inevitable call of professional life and full of the wanderlust of young men, Phil knight visited Japan on the world tour. From nowhere, Knight set a scheduled appointment with Tiger – a Japanese running footwear manufacturer which is actually a subsidiary of Onitsuka Company. Knight told the businessmen of his interest within their product by presenting himself as the representative of an American distributor considering selling Tiger shoes to American runners. Just moments after being asked who he represented, Knight developed the name, Blue Ribbon Sports. After that, a company came to be. The Japanese executives liked what they heard and Knight’s first order of Tiger shoes followed consequently.
Eight thousand dollars amount of Tigers has already been sold by 1964 and Knight placed an order for more. Coach Bowerman and Knight became partners and eventually ended up employing a full-time salesman named Jeff Johnson. In 1971, Knight and company devised the Nike name and trademark Swoosh after reaching $1 million in sales and riding the success wave.
Blue Ribbon Sports officially became Nike through the late ’70s, and went from $ten million to $270 million in sales. Nike’s success was through its placement in the matrix of the fitness revolution and was clearly described by Katz (1994): “the idea of exercise and game-playing ceased to become something the normal American did for enjoyment”. Americans have considered working out as a signifier of cultural status. Obviously, the conditions surrounding this shift are not this straightforward. That’s why discovering other generators of popular attention to health is among the purpose of this project.
When the fitness revolution had not been started by nike complaints, Knight says, “We had been at least right there. So we sure rode it for just one hell of a ride” (Katz, 66). Nike grew even more during the 80s and 90s since the company started to assume market leadership tjrsqx leave the existing underdog status. In 1996, Nike was named Marketer of year by “Advertising Age”, citing the “ubiquitous swoosh… was more recognized and coveted by consumers than some other sports brand-arguably any brand” (Jensen, 12/96). Nike’s revenues reached an astounding $6.74 billion that same year. The company is projecting $8 billion sales in fiscal 1997, and it has targeted $12 billion in sales through the year 2000. And it also all started through the trunk of a car.