The introduction of Nike’s iconic Swoosh logo

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Their initial business model consisted of distributing running shoes from the Japanese company Onitsuka Tiger (now known as Asics). This partnership allowed them to understand the market needs and consumer preferences while simultaneously refining their design ethos. In 1971, after a couple of years of successful sales, Knight and Bowerman decided to create their own line of footwear. The Nike name was inspired by the Greek goddess of victory, which reflects the brand’s philosophy and purpose.


Was designed by a graphic design student, Carolyn Davidson, for a mere $35, generating luxembourg phone number resource recognition that became one of the most recognizable symbols worldwide. The launch of the Nike Cortez in the early 1970s and its superb marketing strategy turned heads; however, Nike’s big break came with the introduction of the “Air” technology in the 1979 Air Tailwind model. The brand’s aggressive marketing campaigns, including the hire of athlete endorsers such as Michael Jordan in 1984, proved to be monumental in cementing Nike’s space in not just athletic apparel but also lifestyle fashion.


In trying to maintain that momentum, Nike adopted a unique approach to innovation and branding, often stepping outside the boundaries of conventional marketing. Challenges and Growth Phases Both companies faced unique challenges over time. Adidas experienced financial struggles during the 1990s, exacerbated by a lack of innovation and loss of market share to emerging brands such as Nike and Reebok. However, the acquisition of brands like Reebok in 2006, strategic repositioning towards streetwear, and collaborations with fashion designers helped reinvigorate the brand.