BRAND PROFILE: NIKE
29 May 2026
Sportswear giant Nike needs no introduction — for more than 60 years, the label has dominated fashion and sport culture.
Experts in both casual and active realms, here we'll take a look back at the label’s formative years, with an insight into how the brand crafts its unique products as well as key sizing tips.
NIKE HISTORY
The brainchild of University of Oregon coach Bill Bowerman and athlete Philip Knight, Nike was originally dubbed Blue Ribbon Sports when it was founded in Portland in 1964.
In the early days, BRS was based in Eugene, Oregon, operating as a distributor for Japanese shoe maker Onitsuka Tiger. With a steady increase in sales, the sports label opened a store in Santa Monica, California in 1966.
Where does the name Nike come from?
In 1971, the company’s first employee Jeff Johnson suggested the name Nike, inspired by the Greek Goddess of victory, the label rebranded and the journey to the top of the sportswear game began.
What is the Nike Moon Shoe?
One of the most important pieces in Nike’s history, the original Moon Shoe was handmade by Bill Bowerman, who famously poured rubber into his wife’s waffle iron to create the first prototype sole. Its name came from the moon‑like footprints astronauts left in 1969, and the finished sneaker offered better grip and cushioning than anything runners had at the time. After a bit more refining, it evolved into the Waffle Trainer — released in 1974 and a major driver of Nike’s early rise.
Where is Nike Clothing distributed?
Nike is contracted with more than 700 shops around the world and has offices located in 45 countries outside the United States.
NIKE VALUES & PURPOSE
Since its creation, Nike has sought to bring inspiration and innovation to every athlete in the world. The label prides itself on the mantra of: ‘If you have a body you are an athlete’.
Does Nike have a purpose?
“Our purpose is to unite the world through sport to create a healthy planet, active communities, and an equal playing field for all.”
Nike’s Core Values
Driving its iconic status, Nike champions a set of core values that define the brand. These four pillars set it apart and shape the sportswear giant we know and love: Community, Sustainability, Diversity and Social Responsibility.
Is Nike a sustainable brand?
Nike is constantly evolving and pushing toward a more sustainable future. In an effort to tackle environmental challenges, the brand introduced Flyknit technology during the London 2012 Olympics. By recycling 1 billion plastic bottles, Nike created a lightweight, durable fabric used to make both footwear and apparel.
NIKE SOCIAL IMPACT
When it comes to Nike’s social impact, the label’s core priority is the community. With the Nike Made to Play program, $81 million has been invested back into the community, transforming the lives of over 15 million kids as well as helping train nearly 100,000 coaches.
Who is the President of Nike?
John Donahoe, after serving on the Board of Directors since 2014, became President & CEO of NIKE, Inc in 2020. Responsible for the continued growth of NIKE’s global business portfolio, the Jordan and Converse sub brands also fall into his realm.
NIKE SUB-BRANDS
With several sub brands, Nike’s portfolio is continuously evolving and growing. In this section, we’ll take a look at a few of them:
Air Jordan
Signing a deal to make a signature sneaker in 1984, the basketball shoe craze was kickstarted when Nike created the Air Jordan line for an NBA rookie going by the name of Michael Jordan. Causing a stir both on and off the court, the original AJ1’S were released, and the rest is history.
A partnership that continues to dominate season after season, Air Jordan x Travis Scott redefines streetwear and sneaker culture. Inspired by music, fashion, and art, expect sought-after sneakers alongside clothing and accessories.
Nike ACG
Nike’s ‘All Conditions Gear’ diffusion line encourages athletes to create a new relationship with the outdoors. After Nike realised their shoes weren’t able to withstand the rigours of trekking across mountain terrains in adverse conditions, the label was created. With the motto “Designed, tested, and made on Planet Earth. For outdoor use”, the sub-label blends activity purpose and utility functioning.
Nike Swim
Perfect for the poolside, Nike Swim creates performance-driven swimwear that prioritises both comfort and confidence. Whether it’s a day by the pool or taking on the waves, each piece is crafted with high-quality materials and innovative designs.
NIKE'S BRANDING
Instantly recognisable, Nike’s branding is one of the label’s strongest identifiers. With the iconic Nike Swoosh leading the way, that consistency and familiarity go a long way in explaining the brand’s enduring popularity.
Where did the Nike 'Just do it' slogan come from?
The infamous Nike slogan ‘Just do it’ was created in 1988 at an advertising agency meeting. Co-founder of said agency Wieden and Kennedy, Dan Wieden took inspiration from the final words of a death row inmate who was facing execution and said "You know, let's do it." Swapping lets’ for just, the slogan represents remaining positive in the face of adversity.
What is the inspiration behind the Nike Swoosh Logo?
One of the most recognisable brand marks in the world, the Swoosh logo is also one of the most valuable with a net worth of $26 billion. Created in 1971 by Portland State University Graphic Design student Caroyln Davidson, she was tasked with creating the logo after Nike founder and lecturer Phil Knight had overheard that Davidson was in search of extra funds.
Symbolising the Winged Goddess of Victory in Greek Mythology called Nike, the logo was adopted shortly after the label’s name change from Blue Ribbon Sports.
For her services, Davidson was paid $35 (around $263 in 2024) but later also received shares in the company as further compensation. In 1972, Nike’s first official track shoe, the Cortez was released with the new Swoosh on the sidewall.
ICONIC NIKE SNEAKERS
Hard to beat, Nike sneakers are defined by the iconic swoosh. With designs firmly rooted in the world of sport, you can wear them anywhere.
Nike Air Force 1
Taking flight in 1982, the Nike Air Force 1 takes its name from the iconic US Presidential Plane. Designed by a young Bruce Kilgore, the sneaker was the first to feature Air technology in the midsole. Originally designed as a Tennis sneaker it is now one of the best selling of all time.
Nike Dunk Low
Designed by Peter Moore, the Nike Dunk Low first hit the shelves in 1985 and the rest is history. Inspired by the Basketball court, the shoe appears in both high and low iterations and has appeared in countless colourways over the years.
Nike Air Max
Former NASA engineer Frank Rudy is credited as having the revolutionary idea to use Air technology in sneakers. Conceptualised by Tinker Hatfield, the design features translucent pouches of pressurised gas embedded in the midsole. Visible from the outside of the shoe, they provide superior cushioning whilst also reducing weight. Appearing in a variety of iterations, the first was released in 1987.
Nike Air Max 1
Marketed as a running shoe, the Nike Air Max 1 was originally released in 1987. With an upper composed of nylon and synthetic felt, the shoe continues to remain popular with sneaker enthusiasts and has appeared in a variety of colourways.
Nike Air Max 95
Created by Sergio Lozano, the visual design of the Nike Air Max 95 is inspired by human anatomy. The spine of the shoe resembles that of a human whilst the materials are intended to represent skin, ribs, and tendons. The first pair with two air cushions, one is utilised in the forefront, whilst the other fits the curvature of the foot. Often seen in bright iterations, neon colourways are used to emphasise the multiple air units.
Nike Air Max 97
Named after the year of its release, the Nike Air Max 97 was initially released as a running shoe. Designed by Christian Tresser, the shoes are inspired by Japanese bullet trains, hence the iconic Silver Bullet iteration. With a full-length visible air unit, the uppers feature a hidden lacing system.
Nike Clothing
Whether it’s a full Nike running kit, a street‑ready tee or a reliable pair of Nike shorts and joggers, Nike clothing blends sport‑built performance with everyday ease. From staple t‑shirts and hoodies to joggers and technical outerwear, each piece carries the brand’s signature comfort, innovation and Swoosh identity. Alongside the core collection, the Nike Essentials line strips things back to pure uniform — minimalist, comfortable staples made for daily wear instead of performance.
What is Nike Dri-Fit Technology?
For more technical apparel, Nike’s Dri‑FIT technology is the answer. This innovative fabric is engineered for comfort, helping you stay dry so you can push harder for longer. Most effective as a base layer or worn solo, its high‑performance microfibre construction supports your body’s natural cooling system by dispersing sweat across the surface for faster evaporation.
What is Nike Therma-Fit Technology?
Nike’s Therma‑FIT technology is a microfibre fleece designed to regulate your body’s natural heat. Built to keep you warm in cold‑weather conditions, the fleece is super soft with a light, fluffy interior.
Nike T-Shirts
Nike t‑shirts span everything from everyday sportswear staples in soft cotton to bold graphic styles, alongside performance‑ready Dri‑FIT Nike tees made from lightweight, sweat‑wicking blends. Across these collections, fabrics range from 100% cotton to technical knits engineered for breathability and movement, giving the brand a lineup that covers casual wear and training in equal measure.
Nike Hoodies
Nike hoodies range from heavyweight French terry styles to the Tech Fleece hoodie, which uses lightweight insulating fabric to trap heat without the bulk of traditional fleece. Rugged ACG options and moisture‑wicking Dri‑FIT training pieces round out a mix of casual, technical and performance‑driven designs.
Nike Joggers
Nike joggers span a wide range of collections, from Nike Wool Classics, a premium, lifestyle‑led line crafted from high‑quality cotton‑wool blends, to Nike Tech Woven joggers, a lighter, breathable and ergonomic alternative to traditional heavy fleece tracksuits. The selection continues to evolve with new fabrics and silhouettes.
SUBCULTURES
Nike’s sporting success is matched by its roster of endorsement talent, with many of the world’s biggest and most charismatic athletes choosing to represent the brand.
Nike Sponsorships
Nike has long used the world’s top athletes to elevate its profile, and for many of those stars, signing with the brand is a career landmark. The label’s first professional endorser was Romanian tennis player Ilie Năstase, followed by legends such as John McEnroe, Roger Federer and Rafael Nadal. Beyond the court, Nike expanded into football in the early ’90s, securing charismatic talents like Romário, Eric Cantona and Edgar Davids — a move that set the stage for today’s global icons, including Kylian Mbappé and Cristiano Ronaldo.
Street Culture
The signature Swoosh quickly became a status symbol in modern urban and hip‑hop fashion, thanks to its association with high‑profile athletes. By the 1980s, Nike clothing — from tracksuits and shell suits to branded caps — had become a staple of mainstream American youth culture.
Nike footwear followed the same trajectory: Air Jordans and Air Max styles were highly sought after, while limited‑edition Quickstrike releases gained cult appeal. That influence carried into the early ’00s hip‑hop scene, where Nelly’s Air Force Ones helped cement the silhouette’s place in sneaker culture.
NIKE COLLABORATIONS
Nike’s ongoing collaborations have driven the brand’s influence across multiple fashion sectors, pushing the label to new heights.
Nike x Jacquemus
Nike and Jacquemus first partnered in 2022 with a debut built around the Air Humara and minimalist apparel, inspired by vintage Nike campaigns. The collaboration grew with the 2024 J Force 1 and Le Swoosh bag, followed by the 2025 Moon Shoe reinterpretation and the 2026 football capsule—continuing to blend fashion‑forward design with Nike’s performance heritage.
Nike x Patta
Nike and Patta have built one of Nike’s longest-running partnerships, releasing over ten collaborations since 2006 — most notably multiple Air Max 1 colourways, including the iconic Chlorophyll, which remains a cornerstone of their joint legacy
Nike x Comme Des Garçons Black
Nike’s ongoing partnership with Comme des Garçons Black distills classic sports silhouettes into something darker, sharper, and unmistakably CDG. The duo reworks icons like the Air Force 1, Field General 82, and LD‑1000 in stripped‑back palettes, subtle textures, and Kawakubo’s signature avant‑minimalism.
Nike x NOCTA
The brainchild of Canadian music mogul Drake, Nike NOCTA draws from his ‘nocturnal creative process’. Launched with Nike in 2020, the sub‑label blends music, culture and streetwear, channeling the energy of Paris, New York and Toronto. Sitting between sport and street, each drop delivers exclusive lifestyle apparel and footwear
NIKE SIZING
If you’re wondering “is Nike true to size”, the experience shifts slightly between clothing and footwear. Sneakers like the Air Force 1 and Dunk feel roomier, while performance runners can sit closer for a more secure fit. Nike clothing follows a similar pattern: everyday pieces fit regular, while training gear can be cut more athletic. If you’re unsure, check the product‑specific size charts found in the sizing tab on each END. product page.
SIMILAR BRANDS TO NIKE
MENS
adidas
adidas delivers performance‑driven design across footwear and clothing, blending technical innovation with everyday versatility. From energy‑returning adidas running shoes to archival terrace classics and streamlined sportswear, each product reflects the brand’s commitment to comfort, function and modern style.
Shop adidas for men and women.
HOKA
HOKA built its name on maximal cushioning, turning long‑distance comfort into a daily essential. Its lineup ranges from ultra‑plush runners to chunky lifestyle favourites, all carrying that signature rolling ride. It’s performance at heart, but with enough bold, sculpted personality to win over non‑runners too.
Salomon
Salomon has gone from alpine essential to lifestyle favourite, built on trail‑ready engineering and technical know‑how. Its cult sneakers, including waterproof GORE‑TEX styles, mix sleek uppers with rugged grip, delivering outdoor performance that feels just as at home on peaks as it does on pavements.
Shop Salomon for men and women.
ON Running
On Running is defined by CloudTec cushioning, Speedboard responsiveness and that unmistakably light Swiss build. The brand’s running shoes move easily from training to daily wear, offering comfort without bulk. With athletes choosing On for both racing and recovery, the performance credentials speak for themselves.
WOMENS
TALA
TALA blends performance design with a conscious mindset. Sculpting fabrics and versatile staples make the pieces ideal for workouts and everyday errands. With sustainability woven into the brand’s DNA and a commitment to lower‑impact production, it’s become a daily uniform for its community.
Arc'teryx
Arc’teryx is a Canadian outdoor brand known for its obsessive approach to design and weatherproof performance. Born in Vancouver’s mountains, it built its reputation on precision‑cut GORE‑TEX shells, minimalist silhouettes and gear that’s engineered to handle real conditions. Over time, its technical credibility has made it a favourite far beyond the trail.
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