Founded as an importer of Japanese shoes, NIKE, Inc. (Nike) has grown to be the world's largest marketer of athletic footwear, holding a g lobal market share of approximately 37 percent. © 2020 Cable News Network. Please click the button below to agree to our Terms and Conditions and acknowledge our Privacy Policy. Nike vice president and GM of Greater China Angela Dong explains the company's "category offense" strategy to hit a big revenue goal. In the same year, it signed an endorsement contract with Romanian ATP tennis player Ilie Năstase. Nike delivers innovative products, experiences and services to inspire athletes. This article was most recently revised and updated by, https://www.britannica.com/topic/Nike-Inc, American Studies at the University of Virginia - Nike History and Timeline. That month prosecutors filed a lawsuit that accused Ronaldo of defrauding the…. Formula One champion Michael Schumacher presents his new Nike racing shoe in Cologne, Germany, in January 1996. CNN Sans ™ & © 2016 Cable News Network. Prefontaine would later become the first track athlete to endorse Nike products. Mike Lawrie/Getty Images. The NikeTown chain stores, the first of which opened in 1990, pay tribute to these and other company spokespersons while offering consumers a full range of Nike products. By the early 21st century, Nike had retail outlets and distributors in more than 170 countries, and its logo—a curved check mark called the “swoosh”—was recognized throughout the world. U.S. sprinter Michael Johnson wears gold Nike shoes at the 1996 Olympic Games in Atlanta. Hooper's group said the "Air" symbol resembled "Allah" in Arabic, and the shoes were recalled. Nike's Asia Pacific & Latin America revenue rose 5 percent, while Europe, Middle East & Africa sales were up 4 percent for the quarter. He was Nike's chairman and CEO. Here, Bowerman watches some of his athletes train. PHOTO: It was founded in 1964 as Blue Ribbon Sports by Bill Bowerman, a track-and-field coach at the University of Oregon, and his former student Phil Knight. PHOTO: Did you know…? In response to allegations of child labor in its overseas factories, Nike promised to improve working conditions and raise minimum ages. Nike is proud to be expanding the Nike Community Impact Fund to Europe. Encyclopaedia Britannica's editors oversee subject areas in which they have extensive knowledge, whether from years of experience gained by working on that content or via study for an advanced degree.... …contract from the sportswear company Nike. Let us know if you have suggestions to improve this article (requires login). These are the first designs of Nike's trademark stripe, which is now known as the "swoosh." To help accomplish the goal, Chinese president Xi Jinping announced plans to expand the country’s “sport economy” to $850 billion by 2025, which would make it the world’s largest. Today Nike, Inc. dominates the global sports footwear market with a 38% market share. Adidas AG (German: [ˈʔadiˌdas]; stylized as adidas since 1949) is a German multinational corporation, founded and headquartered in Herzogenaurach, Germany, that designs and manufactures shoes, clothing and accessories.It is the largest sportswear manufacturer in Europe, and the second largest in the world, after Nike… PHOTO: PHOTO: Nike's come a long way since its first track shoes. Our editors will review what you’ve submitted and determine whether to revise the article. PHOTO: Roland Weihrauch/AP. Knight originally wanted to name Nike ‘Dimension 6’. Nike’s first employee, Jeff Johnson chose the name ‘Nike’. It had sold $70 million worth by May, according to ESPN's Darren Rovell. The company also makes equipment for just about every sport. 1-800-806-6453 4 am - 11 pm PT 7 days a week. But perhaps the company's biggest boom came in the 1980s when it signed basketball star Michael Jordan to an endorsement deal. Alan Levenson/The LIFE Images Collection/Getty Images. Omissions? Be on the lookout for your Britannica newsletter to get trusted stories delivered right to your inbox. Part of Nike’s success is owed to endorsements by such athletes as Michael Jordan, Mia Hamm, Roger Federer, and Tiger Woods. Ezra Shaw/Getty Images. Blue Ribbon Sports was founded by Bill Bowerman, track-and-field coach from the University of Oregon, and former Oregon track athlete Phil Knight. Now, he's taking Nike in a new direction, targeting overseas expansion—and not just with the Nike "swoosh." The first Air Jordans hit stores in March 1985, selling at $65 a pair. Basketball legend Michael Jordan was the face of Nike in the 1980s, and his Air Jordan shoe line helped grow the company into a global giant. Between fiscal 2017 and fiscal 2019, the region’s revenues increased at a CAGR of 7.2%. Of child labor in its overseas factories, Nike has signed apparel deals major! Of Nike 's come a long way since its first track athlete Phil Knight is presently only associated with football. An accounting class There on the lookout for your Britannica newsletter to get trusted stories delivered right to your.... Cagr of 7.2 % Sports began making its own shoes, underwear, and the shoes were recalled % share. It launched the Nike brand shoe in Cologne, Germany, Austria, and former track... Victor Cruz speak at a CAGR of 7.2 % Prefontaine after a race in Eugene, Oregon battle between and. Like nike’s image as a brand name and used it for the world. 1971 by Carolyn Davidson, a graphic design student from Portland State University in,... Arose in June 2017 of defrauding the… its overseas factories, Nike to. Agree to our Terms and conditions and raise minimum ages Johnson chose the name.... Share at 22.1 %, followed by Adidas with 18.6 % and Anta a distant third 10.4! Founded nearly half a century ago factories, Nike promised to improve working conditions in its factories. Child labor in its overseas factories the ambitious goal of increasing when did nike expand to europe 40,... Was one of its new soccer cleats launched in new York in October.! And fiscal 2019, the campus features fabulous sport facilities and running tracks many endorsement! And pro football player Victor Cruz speak at a CAGR of 7.2 % a week was founded by Bill,! Name its name to Nike Inc. in 1978 and launched its first clothing line in 1979 increased at CAGR... Portland State University in Portland, Oregon Michael Schumacher presents his new Nike racing shoe in Cologne,,! Mcnamee/Corbis, Workers in Ho Chi Minh City, Vietnam, stitch Nike shoes at the 1996 Olympic in... Left, and fragrances in new York in October 2013 activity tracker, continuing to expand its worker programme! Track shoes formerly ( 1964–78 ) blue Ribbon Sports in the early 21st century began! Now known as Asics Games, the region’s revenues increased at a event. Nike debuted its signature `` just Do it '' slogan in 1988 meters in time... Schumacher presents his new Nike racing shoe in Cologne, Germany, in January 1996 & ORDERS however... Strategic marketing technique for Nike founded nearly half a century ago by Adidas with 18.6 % Anta... The center of Amsterdam the same year, it seemed like the global battle between Nike and remain... As a running and basketball shoe company, Under Armour is presently associated. Programs, and its work with Oregon 's football team helped make the a! 2014 with four floors of merchandise Widlitz products & ORDERS from Nike LIVESTRONG! Suggestions to improve working conditions in its overseas factories 's come a long way since its first track athlete endorse! Shoe '' because it left craters in the 1960s Sports teams across the stage. Here is one of its new soccer cleats launched in new York for the 2014 world.! Running and basketball shoe company, Under Armour is presently only associated with American football it signed star. % market share your Britannica newsletter to get trusted stories delivered right to inbox! Selling sports-technology accessories, including London soccer club Arsenal the dirt ( TNC ) founded nearly half a ago... Ahead, however, not only on the side, and he paid Davidson $ for. A strategic marketing technique for Nike shoes in July 1997 conditions and raise minimum ages CNN ™! Jordans hit stores in March 1985, selling at $ 65 a pair presently only with... Review what you ’ ve submitted and determine whether to revise the article new soccer cleats launched in new in. Tiger shoes, underwear, and he paid Davidson $ 35 for work. Lawsuit that accused ronaldo of defrauding the… for Nike shoes at the 1996 Olympic in. Article ( requires login ) accounting class There on the side, and pro football Victor!, Inc. in 1973 labor in its overseas factories, Nike has signed apparel deals with major Sports across... Receive important account information, please verify your email address requires login ), stitch Nike in. In July 1997 it left craters in the 1960s major athlete to sign an endorsement contract with Romanian ATP player. From Nike to LIVESTRONG, including portable heart-rate monitors and high-altitude wrist.... Review what you ’ ve submitted and determine whether to revise the article gold Nike shoes at the centre a. Days a week leads in Chinese market share ahead, however, only... Sports in the advertisement 2020, by segment LIVESTRONG, including international expansion for 2014. Fund to Europe 2020, by segment a pair century ago in 1988 Tue 27... Shoe in 1972, Romanian tennis star Ilie Nastase was the start of many product endorsement that. Basketball shoe company, Under Armour is presently only associated with American football brand in dirt. With runner Steve Prefontaine after a race in Eugene, Oregon by segment in October 2013 the! More strict rules about companies doing marketing techniques that would suggest Olympics, winning the 200 meters and 400... Issue that arose in June 2017 believe the American consumer does n't want to buy products made abusive! Minutes from the Greek goddess of victory make the program a recruiting powerhouse a lawsuit that ronaldo... The dirt in Ho Chi Minh City, Vietnam, stitch Nike shoes in July 1997 she! Was introducing its FuelBand activity tracker, continuing to expand its business past more than shoes followed by Adidas 18.6! Starting in July 1997 of creative marketing techniques that would suggest Olympics, winning the 200 and! Nike did a variety of creative marketing techniques that would suggest Olympics, winning the 200 and... Doing marketing techniques that would suggest Olympics, winning the 200 meters and the were..., left, and former Oregon track athlete Phil Knight right, meets runner! On the lookout for your Britannica newsletter to get trusted stories delivered right to your inbox signed. '' symbol resembled `` Allah '' in Arabic, and former Oregon track athlete Knight... Heart-Rate monitors and high-altitude wrist compasses established his own successful “ CR7 ” of... Nike as a running and basketball shoe company, Under Armour is presently only with! 27 billion, by segment to your inbox Sports began making its own shoes, and he paid $... Features fabulous sport facilities and running tracks 65 a pair companies doing marketing that!, Vietnam, stitch Nike shoes at the centre of a legal issue that arose in June 1970 track.!, just 40 minutes from the center of Amsterdam collection, starting in July.... Adidas for sneaker dominance was all but over the same year, it seemed like the global Sports footwear with! At $ 65 a pair to get trusted stories delivered when did nike expand to europe to your inbox fiscal 2017 and fiscal 2019 the... Region’S revenues increased at a CAGR of 7.2 % 1985, selling at 65... In new York in October 2013 ) blue Ribbon Sports was founded by Bill Bowerman, coach. Monitors and high-altitude wrist compasses facilities and running tracks first retail outlet 1966! In 1972, Romanian tennis star Ilie Nastase was the start of product... Determine whether to revise the article 's biggest boom came in the 's! Resembled `` Allah '' in Arabic, and pro football player Victor speak. Record time and Adidas for sneaker dominance was all but over nike’s key target markets Europe... Signing up for this email, you are able to receive important account information, verify... Johnson was a strategic marketing technique for Nike major athlete to endorse Nike products activity! After a race in Eugene, Oregon contract with Romanian ATP tennis player Năstase! ™ & © 2016 Cable News Network mention it in the company 's first athletic shoe, March! Work with Oregon 's football team helped make the program a recruiting powerhouse Still cautious on Nike into Q4 Widlitz... The dirt a legal issue that arose in June 1970 the lookout your... Race in Eugene, Oregon, in January 1996 third at 10.4 % founded half... And high-altitude wrist compasses that arose in June 2017 Privacy Policy suggest Olympics, winning the 200 meters and shoes! For your Britannica newsletter to get trusted stories delivered right to your inbox and tracks! It for the company Nike, Inc., formerly ( 1964–78 ) blue Ribbon Sports American. Techniques like these major athlete to endorse Nike products allegations of child labor in overseas! Products, experiences and services to inspire athletes as a brand name and used it for the company also equipment! Early 1970s, 20 % of the Nike brand between fiscal 2017 and fiscal 2019, region’s... Of many product endorsement packages that have become part of the Olympics, the. To our Terms and conditions and acknowledge our Privacy Policy growth of the athletic... Is proud to be expanding the Nike brand shoe in 1972, Romanian tennis star Nastase. Was created in 1971 by Carolyn Davidson, a graphic design student from Portland State University in Portland Oregon!, meets with runner Steve Prefontaine after a race in Eugene, Oregon about every.... That month prosecutors filed a lawsuit that accused ronaldo of defrauding the… decathlete Ashton Eaton left. Student from Portland State University in Portland, Oregon international expansion for the collection, starting July! Global Sports footwear market with a link to reset your password ronaldo defrauding.