It’s safe to say that just about everyone has heard of Nike. The swoosh is one of the most recognizable logos in the world, and Nike’s marketing campaigns have been some of the most successful and iconic in history. But how did Nike become the behemoth it is today? And what marketing strategies have they used to achieve such unparalleled success?
Nike was founded in 1964 as Blue Ribbon Sports by Bill Bowerman and Phil Knight. Bowerman was a track and field coach at the University of Oregon, and Knight was one of his athletes. The two started selling Japanese running shoes out of the back of Knight’s car, and eventually they started their own company. In 1971, they changed the name to Nike, after the Greek goddess of victory.
The company’s first big break came in 1972 when they signed a contract with Steve Prefontaine, a highly talented but rebellious distance runner. Prefontaine was the first person to sign with Nike, and his endorsement helped them break into the competitive running shoe market. Shortly after signing Prefontaine, Nike released their now-famous “waffle-sole” running shoe, which was designed by Bowerman using his wife’s waffle iron.
In 1978, Nike released its first major ad campaign with the tagline “There is no finish line.” The campaign was intended to inspire athletes to push themselves to their limits and never give up. It was highly successful, and “There is no finish line” quickly became Nike’s unofficial motto.
Nike continued to sign major athletes throughout the 1970s and 1980s, including tennis player John McEnroe, basketball players Michael Jordan and Charles Barkley, and golfers Tiger Woods and Arnold Palmer. These endorsements helped Nike solidify its position as a major player in the sports world. But it was their ad campaigns that truly helped Nike become a household name.
In 1984, Nike released its now-famous “Just Do It” campaign featuring an audio clip of convicted murderer Gary Gilmore saying “Let’s do it” before he was executed by firing squad. The campaign was controversial but very effective, and “Just Do It” quickly became one of the most iconic taglines in history.
Nike continued to push boundaries with their ad campaigns throughout the 1990s and 2000s. In 1997, they signed a then-unknown Tiger Woods to a $40 million endorsement deal. At the time, it was the largest endorsement deal ever for a golf player. Woods went on to have an incredible career, winning 14 majors and countless other tournaments. His success helped make Nike one of the most recognizable brands in golf.
In 2003, Nike faced criticism for their “Secret Tournament” ad campaign which featured four young basketball players playing streetball in an abandoned amusement park. Some critics said that the ad glorified illegal drug use because one of the players is shown shooting up heroin before playing. Nike denied that this was their intention, but nonetheless pulled the ads after only a few days due to public outcry.
Despite occasional controversies like this one, Nike has continued to be one of the most successful companies in history thanks to their innovative marketing campaigns that always seem to hit just the right note with consumers. So what can we learn from Nike&rs
