Nike
Overview
Nike, Inc. is a U.S. multinational sporting goods company founded in 1964 by Phil Knight and Bill Bowerman under the name Blue Ribbon Sports. In 1971 it changed its name to Nike, its current name, taken from Nike, the Greek goddess of victory. Its headquarters are in Beaverton, Oregon, and it is a representative global company in the sports industry, supplying athletic shoes, apparel, and sports equipment worldwide.
Main content
Corporate history
In 1964, Blue Ribbon Sports started as a U.S. distributor for Japan's Onitsuka Tiger. In 1971, it launched its own brand 'Nike' and took an independent path, and in the same year established a strong brand identity with the 'Swoosh' logo designed by Carolyn Davidson and the 'Just Do It' slogan. It was listed on the New York Stock Exchange (NYSE) in 1980, and afterward dominated the market by introducing hit products such as Air Jordan and Air Max in succession.
Brand strategy
Nike's growth engine is sports star marketing. Collaborations with world-class athletes such as Michael Jordan, LeBron James, Tiger Woods, Cristiano Ronaldo, and Serena Williams simultaneously boosted product sales and brand value. In particular, the 'Air Jordan' line, created through a 1984 contract with Michael Jordan, became a cultural icon beyond basketball shoes.
Brand portfolio
In addition to its main brand 'Nike,' Nike owns the Jordan Brand and Converse, famous for canvas shoes. It also operates various sub-lines such as Nike Pro, Nike Golf, and ACG, covering all areas of sports.
Global market position
Nike has competed with Adidas, Puma, New Balance, and others while maintaining the No. 1 share in the global sporting goods market. Sales are generated mainly in North America, Europe, and China, and recently growth in emerging markets and digital channels has been driving performance.
Controversies and social responsibility
In the 1990s, it faced international criticism over alleged labor exploitation in subcontractor factories in developing countries. Since then, it has strengthened responsible corporate management by introducing policies for supply chain transparency, improving labor conditions, and sustainability (recycled materials, carbon emission reduction).
Latest trends
In 2024–2025, Nike entered a phase of sluggish performance and restructuring. In 2024, CEO John Donahoe stepped down, and former NIKE executive Elliott Hill returned to take charge of management, moving to reorganize inventory management and the direct-to-consumer (DTC) strategy. With slowing demand in the Chinese market, the rise of emerging brands (On, HOKA, etc.), and a consumption slump overlapping, revenue growth has stagnated, and in 2025 it is pursuing cost reduction and organizational streamlining. Meanwhile, it is seeking brand recovery through expanding eco-friendly materials, AI-based personalized commerce, and sneaker culture marketing.
Related topics
- [[아디다스|Adidas]]
- [[마이클 조던|Michael Jordan]]
- [[컨버스|Converse]]
- [[스포츠 마케팅|Sports marketing]]
- [[스니커 문화|Sneaker culture]]