This emblematic trio– the name Nike, the swoosh, and “Just Do It”–makes up the powerhouse branding that is not just instantly recognizable, but continues to embody the modern athlete that Nike exemplifies today. The most successful of these was “Just Do It”, which was first used in a 1988 ad campaign and is still a notable catchphrase associated with the brand today. As the company continued to expand, multiple advertising agencies introduced taglines as marketing strategies. The infamous logo became a federally registered trademark in the United States in 1974 and remains one of the most recognizable brand logos of all time.īy 1980, Nike dominated the athletic footwear market in the United States. In order to fund her painting classes, she agreed to do freelance design work for Phil Knight–and her artistry resulted in the check-like mark the public knows so well today. The swoosh was designed by a graphic design student, Carolyn Davidson, who attended Portland State University. The name “Nike”, taken from the Greek goddess of victory by the same alias, was introduced alongside the iconic swoosh symbol. Up until 1971, Blue Ribbon Sports was still functioning as a resale business-however, following the conclusion of their relationship with Onitsuka Tiger, the company was reborn as Nike and began manufacturing its own products. By the following year, their warehouse and retail operations had extended to the East Coast. By 1965, their sales had nearly doubled, and by the next year, the first physical store opened in Santa Monica, California. ![]() The business partners sold many shoes at the college track meets and found moderate success within their first year. ![]() ![]() Blue Ribbon Sports originally functioned as a resale company for a Japanese running shoe manufacturer called Onitsuka Tiger. In the 1960s, Phil Knight was a track athlete at the University of Oregon alongside of his coach, Bill Bowerman, he launched a company called Blue Ribbon Sports in January of 1964.
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