Jordan
The Jordan Brand, since 1984; a standalone basketball and lifestyle label built around Michael Jordan.
Image Source: kovop58 – stock.adobe.com
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.
- Founded
- 1964
- Industry
- Apparel · Sports
- Headquarters
- USA
- Ownership
- Public company
Key Facts
Current claim
“Just Do It.”
Brand logo
Purpose
Nike exists to bring inspiration and innovation to every athlete in the world. Our Purpose is to move the world forward through the power of sport, breaking barriers and building community to change the game for all. If you have a body, you are an athlete.
Nike Purpose Website
Mission
We work to ensure each NIKE employee and future talent has what they need to succeed. We are redefining sport for the next generation, so all youth have an opportunity to play and achieve their greatest potential. We are innovating and scaling more sustainable solutions to help protect our planet. And we champion a transparent, responsible supply chain so people can thrive.
Nike Mission Website-
-
Nike SB
The skateboarding line, since 2002; Nike's own identity in skate culture.
-
ACG
All Conditions Gear, since 1989; Nike's outdoor and technical-apparel line.
Positioning
To bring inspiration and innovation to every athlete in the world.
Brand Chronology
Brands turn World Cup branding bans into campaigns (2026)
Brands turn World Cup branding bans into campaigns
2026
Levi's, Heinz, Gillette and Nike turn FIFA's World Cup branding restrictions into some of the tournament's most shared marketing.
Read Article →
Elliott Hill becomes CEO, succeeding John Donahoe (2024)
Elliott Hill
becomes CEO, succeeding John Donahoe
Nike launches Winning Isn't For Everyone for the Paris Olympics (2024)
Nike launches Winning Isn't For Everyone for the Paris Olympics
2024
Nike returns to its competitive edge with Winning Isn't For Everyone, a Wieden+Kennedy Portland film narrated by Willem Dafoe.
Read Article →
Nike releases You Can't Stop Us split-screen film (2020)
Nike releases You Can't Stop Us split-screen film
2020
Nike presents You Can't Stop Us, a 90-second split-screen film by Wieden+Kennedy narrated by Megan Rapinoe.
Read Article →
John Donahoe becomes CEO (2020)
John Donahoe
becomes CEO
Nike anchored Just Do It's 30th anniversary on Colin Kaepernick (2018)
Nike anchored Just Do It's 30th anniversary on Colin Kaepernick
2018
Nike anchored Just Do It's 30th anniversary in 2018 on Colin Kaepernick, with a Wieden+Kennedy film narrated by the former NFL quarterback.
Read Article →
Apple and Nike take their fitness pact to the Watch (2016)
Apple and Nike take their fitness pact to the Watch
2016
Apple and Nike launched Apple Watch Nike+ in 2016, extending a fitness partnership that began with Nike+iPod a decade earlier.
Read Article →
Mark Parker becomes CEO (2006)
Mark Parker
becomes CEO
Supreme x Nike SB: the alliance that built skate streetwear (2002)
Supreme x Nike SB: the alliance that built skate streetwear
2002
In 2002 the Nike SB Dunk Low arrived in a Supreme rework and opened the most consequential partnership in streetwear.
Read Article →
Nike launched Just Do It with an 80-year-old runner on the Golden Gate Bridge (1988)
Nike launched Just Do It with an 80-year-old runner on the Golden Gate Bridge
1988
Nike introduced the Just Do It tagline on 1 July 1988 in a Wieden+Kennedy commercial featuring 80-year-old runner Walt Stack.
Read Article →
Nike Air Max 1 makes the Air visible in 1987 (1987)
Nike Air Max 1 makes the Air visible in 1987
1987
On 26 March 1987 Nike released the Air Max 1, the first sneaker to expose its Air unit, designed by Tinker Hatfield.
Read Article →
Nike launched the Air Jordan 1 and built a brand around one player (1985)
Nike launched the Air Jordan 1 and built a brand around one player
1985
Nike launched the Air Jordan 1 on 1 April 1985, designed by Peter Moore and worn by Michael Jordan, foundation of the Jordan sub-brand.
Read Article →
Logo Design (1971)
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)
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.
Nike's founder sold Onitsuka Tiger before he sold Nike (1964)
Nike's founder sold Onitsuka Tiger before he sold Nike
1964
Phil Knight sold Onitsuka Tiger in the US for years before Nike existed. One shoe came out of that partnership and 1974 gave it two names.
Read Article →
Founded
1964Phil Knight and Bill Bowerman founded Blue Ribbon Sports in 1964 to import Japanese running shoes; the Nike name and 35 dollar Swoosh arrived in 1971.
