BRAND PROFILE: NIKE

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?

A significant artefact in the label’s history, Nike’s first creation, the 'Moon Shoe', was handmade by Bill Bowerman who, using his wife’s waffle iron, poured rubber into the mould to create the first prototype of the sole. Taking its name from the infamous tracks left on the moon by astronauts in 1969, the completed design of the sneaker had better grip and cushion than the current running shoes of the time. Refined further, the result was the Waffle Trainer. Released in 1974, it helped fuel the explosive growth of the label.

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 prides itself on a number of core values. Listed below, these values set the brand apart, making it the sportswear giant we know and love

• Community
• Sustainability
• Diversity
• Social responsibly

Is Nike a sustainable brand?

Nike is constantly evolving and striving for a sustainable future. Aiming to solve the problems of environmental issues, Nike introduced Flyknit technology during the London 2012 Olympics. Recycling 1 billion plastic bottles, the resulting fabric was used for make 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 stylish and 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 branding is a key identifier of the label. Arguably more famous than the products themselves, their consistency and familiarity go someway to explaining the popularity of the brand. 

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

Innovative and performance driven, Nike’s Clothing collections are a celebration of the label’s roots. Reimaged through a streetwear lens, when it comes to Nike, everything from off duty to activewear is covered. For athleisure wear staples, check out Nike’s Essentials collection that’s brimming with athleisure staples.

What is Nike Dri-Fit Technology?

If you require more technical apparel, Nike Dri-FIT Technology is the solution. An innovative polyester fabric, it's crafted with comfort in mind so you stay dry and work harder for longer. 

Most effective as a base layer or on its own, the unique high-performance microfibre construction is designed to support your body’s natural cooling system. Dispersing sweat across the fabric, it results in quick evaporation.

What is Nike Therma-Fit Technology?

A stark contrast to Dri-Fit, Nike Therma-FIT Technology is designed to control your body’s natural heat. Keeping you warm in cold-weather conditions, the fleece is super soft with a light and fluffy inside that provides optimal warmth and comfort.

Tees

Experts even when it comes to the basics, Nike’s tee collections take wardrobe staples to the next level. When it comes to classic pieces like the Nike Sportswear Club tee, an everyday cotton fabric is soft and lightweight, whilst the fit is for a familiar feel that’s right out of the bag.

If you’re performance inclined then the collection of Nike ACG tees are right up your street. Using both heavyweight and lightweight fabrics, Dri-FIT technology is to keep you comfortable and dry whilst you enjoy the outdoors.

Hoodies

Inspired by archival 90’s style, Nike’s hoodie collections are usually enriched by the power and simplicity of the signature swoosh logo. Cut using brushed-fleece, loose and relaxed fits guarantee your comfort without sacrificing your style. 

However if you’re performance inclined, Nike ACG’s hoodies are the answer. With water-repellent finishes to protect you from the elements, Nike Therma-FIT technology amplifies your body heat so you can adjust to the climate that’s surrounding you.

Sweatpants

Prioritising comfort, Nike’s sweatpants are the perfect addition to your off duty looks. Made using soft brushed fleeces, they are designed to be laidback with a big helping of nostalgic style. Loose and oversized, they allow for free movement whilst still being fashion forward.

SUBCULTURES

Going hand in hand with the brand’s commercial success in sport, Nike’s endorsement deals saw the biggest and the world's most charismatic stars sign with the label.

Nike Sponsorships

Using the number one ranked players in many sports to promote their products, the label soared to new heights whilst for the world’s biggest stars, signing a deal with the brand is seen as a career highlight.

Nike’s first professional endorser was Romanian tennis player Ilie Năstase, and since then, the sportswear giant has also been the sponsor for many top ranked court players, including John McEnroe, Roger Federer and Rafael Nadal.

Off the court and on the pitch, in the early 1990s the label made moves in the footballing world, signing charismatic players such as Romário, Eric Cantona and Edgar Davids to lucrative endorsement deals. Such deals paved the way for the next generation of superstars, with the likes of Kylian Mbappe and Cristiano Ronaldo now the face of the brand.

Street Culture

The signature ‘Swoosh’ logo was quickly regarded as a status symbol both in modern, urban and hip-hop fashion due to its association with the highly profiled and successful sport stars mentioned before. 

Starting in the 1980s, various items of Nike clothing became hits amongst the mainstream American youth with tracksuits, shell suits, baseball caps all becoming wardrobe staples. The label’s footwear didn’t go unnoticed either, Jordans & Air Max’s were highly sought after, whilst limited edition sneakers and prototypes known as Quickstrikes became highly desirable.

This signature style was also co-opted by the early ‘00s hip-hop scene, with Nelly’s ‘Air Force Ones’ cementing the shoe’s legacy amongst sneakerheads.

NIKE COLLABORATIONS

Fueling growth in a range of different fashion sectors, Nike’s recent collaborations have taken the label to new heights.

Nike x Jacquemus

Bringing the signature aesthetic of Simon Porte Jacquemus’s label to minimalist sportswear silhouettes, the latest Nike x Jacquemus collection released in 2024. With a signature muted colour palette, hoodies, t-shirts and sweatpants are adorned with gilded Swoosh motifs in a recurring pattern.

For your feet, look no further than the Force Low Lx sneaker. Fusing the much-loved Air Force silhouette with the iconic ACG Terra, the shoe is designed for city streets and uneven terrains.

Nike x Patta

Coming together once again the Nike x Patta Running Team Capsule, is a celebration of culture and accomplishment.  With a shared pursuit of greatness, the clothing collection embraces the distinctive attitudes of both brands, balancing performance running with elevated lifestyle pieces.

Nike x Comme Des Garçons Black

Combining the dark aesthetic of Comme Des Garçons with the forward-thinking sportswear expertise of Nike, this exclusive capsule collection is the latest in a long line of collaborations. Unafraid to be bold, everyday pieces such as tees and totes are adorned with multi logo prints that see Nike dive into the archives. Meanwhile for your feet, the Tennis Classic Sneaker undergoes monochromatic treatments in bold dark and light hues.

Nike x NOCTA

The brainchild of Canadian music mogul Drake, NOCTA is inspired by his ‘nocturnal creative process’. Launching his sub-label with Nike in 2020, the joint venture sees a fusion of music, culture and streetwear inspired by the urban streets of Paris, New York and Toronto. 

Somewhere in the middle of sports and streetwear, exclusive collections are brimming with a diverse range of lifestyle apparel and footwear.

NIKE SIZING

Nike pieces aren’t just for the season, they are for a lifetime. So before you invest, finding out what size is suited to you is of paramount importance. Here’s everything you need to know about the sportswear giants sizing:

Nike’s clothing collection is vast, therefore its clothing appears in a variety of shapes and sizes. Within its catalogue, product specific sizing is often seen, therefore adhering to the label’s general size guide is best practice.

SIMILAR BRANDS TO NIKE

Mens

adidas

With the ethos of “through sport, we have the power to change lives”, adidas, alongside Nike has become one of the most globally acclaimed sportswear brands over the last 75 years. Expect sneakers, clothing and accessories that fuse performance and style.

HOKA

Originating in the French Alps in 2009, HOKA is the brainchild of friendship duo Jean-Luc Diard and Nicolas Mermoud. Founded to create shoes that ran downhill, faster the brand is continuously evolving so it’s no surprise it sits at the top of the footwear tree.

Salomon

After revolutionising mountain sports equipment, Salomon has moved into the realms of footwear, creating shoes suitable for any terrain. Still based in Annecy, France, the label believes “a deeper connection with nature and people makes us all better”.

ON Running

Believing that “incredible things happen when humans move”, ON Running is consciously delivering innovative designs. Helping you achieve your personal best, the label creates out of its Zurich-based ON lab.

Womens

Sporty & Rich

Since Emily Oberg launched Sporty & Rich in 2014, the L.A. label has become a firm favourite with trendsetters. Starting as a vision board for life, the brand  gained a cult following, thanks to its thoughtfully-designed activewear and its country club-like exclusivity.

Arc'teryx

A new adventure in every season, Arc’teryx gears you up for ambitious treks and easy hikes with its performance outerwear and breathable underlayers. Founded in 1989, the Canadian label’s meticulous pieces are developed for extreme durability.

Adanola

Designed to be as versatile as your lifestyle, Adanola is the perfect way to style your Nike Sneakers. Launched in Manchester in 2015,  its viral leggings, jumpers and hoodies have quickly become part of “everybody’s everyday uniform”.