Positioning
Direct to consumer push
Fewer retail partners, more Nike stores and apps; later reversed.
Nike
Sportswear
A shoe importer that named itself after a goddess and sold a belief in three words.
- Owner
- Nike, Inc., listed on NYSE
- CEO
- Elliott Hill
- Known for
- Footwear, Jordan, “Just Do It”
The Brand in Brief
Nike began by importing Japanese running shoes and made its own in 1971 under a name taken from the Greek goddess of victory. The Swoosh cost $35. The brand’s real engine is the athlete and the belief: Michael Jordan in 1984, “Just Do It” in 1988, Colin Kaepernick in 2018. After years of selling more through its own stores and app, Nike turned back to sport and to retail partners under Elliott Hill in 2024.
Recent Brand Moves
- 2024Elliott Hill returns as CEO
A Nike veteran brings back sport and wholesale. Watching for brand effect.
- 2020Direct to consumer push
Fewer retail partners, more Nike stores and apps; later reversed.
- 2018Dream Crazy with Colin Kaepernick
Nike takes a public stance and accepts the backlash.
- 2003Nike buys Converse
Nike owns a heritage brand that keeps its own name.
Where it ranks · BTC Observatory · Sep 2026
- UAEConsumer & LifestyleNo.14
- Saudi ArabiaConsumer & LifestyleNo.16
- GlobalConsumer & LifestyleNo.74
- TrackLifestyleNo.6
- TrackCreative 50No.12
Each list is ranked on its own; positions in different lists are not comparable.
Turning points
The Decisions that Made the Brand
Campaign
Dream Crazy with Colin Kaepernick
Nike takes a public stance and accepts the backlash.
Campaign
“Just Do It”
Three words turn a running brand into an attitude anyone can buy.
Sub-brand
Michael Jordan signs
One athlete becomes a brand inside the brand.
1971Name & legal
The name Nike and the Swoosh
A goddess of victory and a $35 tick give the new shoes an identity.
Timeline
Every Brand Decision
Hill era2024 to now
Direct era2020 to 2024
Parker years2006 to 2020
Jordan and Just Do It1984 to 2006
Running roots1971 to 1984
Blue Ribbon Sports1964 to 1971
2024
Elliott Hill returns as CEO
A Nike veteran brings back sport and wholesale. Watching for brand effect.
2020
Direct to consumer push
Fewer retail partners, more Nike stores and apps; later reversed.
2018
Dream Crazy with Colin Kaepernick
Nike takes a public stance and accepts the backlash.
2003
Nike buys Converse
Nike owns a heritage brand that keeps its own name.
1997
Jordan Brand is created
The athlete line becomes its own sub-brand.
1995
The Swoosh stands alone
The wordmark is dropped from most uses; the tick says Nike by itself.
1988
“Just Do It”
Three words turn a running brand into an attitude anyone can buy.
1984
Michael Jordan signs
One athlete becomes a brand inside the brand.
1978
Company renamed Nike, Inc.
The product name becomes the company name.
1974
The Waffle Trainer
A sole made in a waffle iron makes Nike an innovator brand.
1971
The name Nike and the Swoosh
A goddess of victory and a $35 tick give the new shoes an identity.
1964
Blue Ribbon Sports
Knight and Bowerman start as importers, not makers.
Hill era2024 to now · 1 moment
Back to sport and to retail partners.
- 2024Elliott Hill returns as CEO
A Nike veteran brings back sport and wholesale. Watching for brand effect.
Direct era2020 to 2024 · 1 moment
Selling direct through Nike stores and apps.
- 2020Direct to consumer push
Fewer retail partners, more Nike stores and apps; later reversed.
Parker years2006 to 2020 · 1 moment
Design, digital, Dream Crazy.
- 2018Dream Crazy with Colin Kaepernick
Nike takes a public stance and accepts the backlash.
Jordan and Just Do It1984 to 2006 · 5 moments
Athletes and attitude.
- 2003Nike buys Converse
Nike owns a heritage brand that keeps its own name. - 1997Jordan Brand is created
The athlete line becomes its own sub-brand. - 1995The Swoosh stands alone
The wordmark is dropped from most uses; the tick says Nike by itself. - 1988“Just Do It”
Three words turn a running brand into an attitude anyone can buy. - 1984Michael Jordan signs
One athlete becomes a brand inside the brand.
Running roots1971 to 1984 · 3 moments
Track shoes, the Swoosh, the Waffle.
- 1978Company renamed Nike, Inc.
The product name becomes the company name. - 1974The Waffle Trainer
A sole made in a waffle iron makes Nike an innovator brand. - 1971The name Nike and the Swoosh
A goddess of victory and a $35 tick give the new shoes an identity.
Blue Ribbon Sports1964 to 1971 · 1 moment
Importing Onitsuka Tiger.
- 1964Blue Ribbon Sports
Knight and Bowerman start as importers, not makers.
Moves like this
The Same Decision, Other Brands
Selling a belief
2 other brandsA sub-brand system
2 other brandsSport as the stage
2 other brandsThe reversalAlso Coca-Cola
A campaign sells what the brand stands for, not what it makes.
2 other brandsA sub-brand systemA strong second name carries a line of products under the parent.
2 other brandsSport as the stageLong sponsorships make the brand part of a sport's identity.
2 other brandsThe reversalA big change is undone after customers push back.
Also Coca-ColaName & identity
How It Got Its Name and Its Look
The Name
Knight wanted to call the brand Dimension Six. Jeff Johnson, the first employee, said Nike came to him in a dream: the Greek goddess of victory. Knight took it, reluctantly, because a shipment needed a name.
What the Name DidA short, mythic word with a hard “k” sound that works in any language.
Logo
- 1971Carolyn Davidson’s first Swoosh
- 1978Swoosh with the Nike wordmark
- 1995Swoosh alone, current
Colour
- NowBlack and white; volt and orange in products
- 1971Orange shoebox era
Words & Type
You Can’t Stop Us.
2020Believe in something. Even if it means sacrificing everything.
2018Just Do It.
1988
- Futura Bold Condensed in the wordmark1978
Ownership & architecture
Who Owns It, and How Its Brands Fit Together
Owned byNike, Inc.
ThroughListed on NYSE; Knight family controls voting shares
NikeMaster brand with two owned brandsBrands it owns
- Jordan Brandcreated 1997
Conversebought 2003
Run in the region by
- GulfNike stores and partners; most Gulf retail is run by franchise partners
Products
Nike- Jordan
- Converse
Services
- Nike app
- SNKRS
- Nike Run Club
Retired names
- Umbro
- Cole Haan
- Hurley
How the names are built · Master brand with two owned brands
1997 onwardJordan Brand as a sub-brand with its own Jumpman mark
1971 onwardProduct lines as names: Air, Air Max, Flyknit
Nike sold Umbro and Cole Haan in 2012 and Hurley in 2019 to focus on its core brands.
Leadership
Who Leads It, and Who Shaped It
EH
Elliott HillPresident and CEO
MP
Mark ParkerExecutive Chairman
Chief Executives
2024 to now
Elliott HillBack to sport and to retail partners
2020 to 2024
John DonahoeDirect selling and digital
2006 to 2020
Mark ParkerDesign-led growth, Dream Crazy
2004 to 2006
William PerezFirst outsider CEO
1964 to 2004
Phil KnightFounder
Brand Builders
CD
Carolyn DavidsonDesigner, 1971
Drew the Swoosh for $35.
DW
Dan WiedenWieden+Kennedy
Wrote “Just Do It”.
TH
Tinker HatfieldDesigner
Made Air Max 1 and the Air Jordan III.
Campaigns
The Work that Carried the Brand
Did you know?
Less Known Facts
Identity1971
Carolyn Davidson was paid $35 for the Swoosh. Nike later gave her shares.
Product1974
Bowerman made the first Waffle sole in his wife’s waffle iron.
Naming1971
Knight’s own choice of name was Dimension Six.
Words1988
Dan Wieden based “Just Do It” on a condemned man’s last words, “Let’s do it.”
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Compiled by the BrandTheChange editors from company records, filings, archives and press. Suggest a correction · Image credits