Nike has always remained on the preference list of athletes and athletic footwear was indeed the first category of products launched by the company more than 30 years ago. Today, you can see the craze for its products, not only among athletes, but also among golfers and other sportspeople. Apart from that, Nike shoes and other accessories have also become the favorite fashion products for teenagers. Thus, fashion, elegance and achievements are some of the associated attributes of Nike products.
Early Days of Nike
Phil Knight, the starter of Nike revolution, began merchandising his athletic shoes designs, stores in a trunk inside a car. It is difficult to digest the fact that what is considered as an iconic brand today, witnessed a poor beginning like this. However, it was the hard work of Knight and needless to say, his efforts have paid him a lot.
Story Behind Swoosh Symbol
The present day picture of Nike products is incomplete without the mention of Swoosh symbol. This symbol has been adopted from Greek Goddess, Nike and hence, the name. The Swoosh is believed to be the wing of this Goddess and it was chosen by Caroline Davidson. Caroline was an advertising student in the same University, where Knight was an accounts teacher. The symbol was incorporated on Nike shoes in 1972 and it is a part of the life of sports persons and fashion conscious generation.
Nike - The Ship Floating Ahead
Nike has existed for more than 35 years and is still willing to travel a long distance of popularity. With its products like baseball cleats, sports apparels, sports bags and other finest quality products are being accepted in all parts of the world. Its evolution as a golf manufacturer is phenomenal and it has succeeded in offering Nike golf drivers, shoes, bags and other related stuff.
Nike is the perfect example of a business, which has traveled a long way to become a successful brand. You can invest your trust and money in the manufacturer products to earn comfort and great quality, along with style and desirable returns on money. So in 1972 Nike was born, as I understand it, out of Phil Knight and Coach Bill Bowerman’s desire to make good athletic shoes. Bowerman was a bit of a nut about running and running shoes, according to runners’ mythology, and his principle innovation was the lightweight running shoe with the now-famous waffle outsole. Yadda yadda yadda, they become the biggest sport brand in the world, thanks in no small part to Mr. Michael Jordan, his Airness and their ability to consistently market their innovations.
Oddly enough, their growth hasn’t ever really been about the technical superiority of their product, besides perhaps in the basketball category. In almost every sport, Nike isn’t the choice of the “serious” athletes. If you’re a serious basketballer or American footballer, it’s likely that you wear Swooshes. But serious runners typically choose something that is appropriate for their stride (New Balance, Saucony, Mizuno and Asics lead here, perhaps not in sales…). And most serious cyclists ride with Shimano, Sidi or Carnac. Serious backpackers and hikers stick with Asolo or some other specialty brand. Until recently (with the Joga effort and its ancestors) Nike played second fiddle for adidas in soccer. I’m not that familiar with baseball but I’ve seen a lot of logo diversity on the mound, suggesting that Nike’s hold here isn’t that strong. Nike rose to great heights with Agassi and stole Sampras away from Sergio Tacchini, but other specialty brands were still considered superior by many serious Tennis players. And in Golf, Footjoy and others lead (at least in perception of quality and appropriateness) Nike despite their ownership of the Greatest Of All Time, Tiger.
So Nike’s success, as far as I can tell, been founded on their ability to win over weekend warriors and to provide fashionable designs that can be worn outside of sporting activities. As I recollect from my...