Nike
Nike is the world's largest athletic footwear and apparel company, building the brand around elite performance, athlete partnerships, and a long-running creative collaboration with Wieden+Kennedy.
Key-Facts
Positioning
Brand Chronology
Nike launches Winning Isn't For Everyone for the Paris Olympics
2024
Nike releases You Can't Stop Us split-screen film
2020
Nike anchored Just Do It's 30th anniversary on Colin Kaepernick
2018
Nike launched Just Do It with an 80-year-old runner on the Golden Gate Bridge
1988
Nike Air Max 1 makes the Air visible in 1987
1987
Nike launched the Air Jordan 1 and built a brand around one player
1985
Logo Design
1971
The brand’s breakthrough came with the “Swoosh,” a simple, flowing mark resembling a curved flag. It was created by Carolyn Davidson, a graphic design student hired by Phil Knight for Blue Ribbon Sports. Initially, Knight was unimpressed and paid her just $35 for the work. Davidson herself also saw it as a modest effort. Over time, however, the Swoosh became one of the most recognizable symbols in branding. A decade later, Davidson was rewarded with company shares, ultimately worth over $600,000, acknowledging the logo’s lasting impact.
Logo Redesign
1970
Phil Knight founded Blue Ribbon Sports to import footwear from Japan, and the products quickly gained popularity among athletes. As demand grew, the company began considering its own manufacturing. At the time, its visual identity was minimal, consisting simply of the “BRS” acronym derived from the company name.
