What makes nike tick

These sports celebrities using Nike footwear products conveys the idea of athleticism, or perhaps who people strive to become. The Swoosh in Niketown is considered a heroic symbol; it defines athleticism, courage, honor, victory, teamwork, and all other aspects correlated with sports. The Nike Swoosh has been made into a cultural dissemination that stands for athleticism, power, fitness, and all other values Nike attempts to incorporate into their brand image.

While branding is important, but it can come at a high price. Nike pours millions into advertising and marketing spending because keeping their brand visible is key to driving future growth earnings. When it comes to brand visibility, no one does it better than Nike. For many years, it appeared in pitch black color. Sometimes the company name appears on the logo as well. The text uses the elegant Futura Bold font. The Nike name is in bold letters, which helps to advertise the brand.

The letter K is slightly slanted to make the company name distinctive and visible. At the time, most athletes the world over preferred German shoe brands. The pair hence established Blue Ribbon Sports Inc.

He was a nationally recognized track and field trainer at the University of Oregon. Both Knight and Bowerman thought that shoe technology needed improving. Knight floated his ideas to several investors but eventually had to work by himself. When he offered his ideas to his old coach, Bowerman suggested that they both team up and establish a partnership.

As Blue Ribbon Sports began to grow, it had many mail-order sales and its own storefront. Then it started to dawn on the founders that their future might lie in manufacturing, in addition to distribution and direct sales.

Therefore, they took their first steps towards establishing the shoe manufacturing company, Nike. At the same time, they also launched the famous Nike swoosh symbol. The first one was that during that time, Knight and Bowerman kept experimenting with shoe technology.

At no point did they stop deliberating on how shoes could be improved. Thus, Bowerman and Knight were able to create a number of new designs, which athletes used at local trials in Oregon.

Nike knew that their new footwear and technology needed the endorsement and promotion of athletes. In the beginning, the company managed to secure the promotion and endorsement of Steve Prefontaine, who performed marvelously well in their shoes.

Wearing the Nike pair of shoes, Prefontaine performed exceptionally well at the Munich Olympics. The Swoosh is created using two curved lines, depicting motion with onomatopoeia attached as well. What do you imagine? Even the word has an element of movement included.

She worked by sketching designs on tissue paper and then placing those designs over a shoe drawing. At first, Knight and his business partners were not impressed by the design but decided to move forward with the Swoosh.

Now, the logo represents so much more than motion. For a multi-billion company that has established itself as an authority in the world of sports, that Swoosh refers to a lifestyle rather than a specific product. Until , Nike was written in Futura Bold within the Swoosh.