The development history of Nike advertising

NIKE development history

Before its creation (1957-1961)

1957-Standard. Bill Bowerman and Phil Knight first met at the University of Oregon.

1960-Leeter enters Stanford University; at the same time, track and field athletes at the University of Oregon continue to break records wearing sneakers made by Buven.

BRS cooperates with Tiger (1962-1971)

1962-Lite asserted in its market research report that low prices, excellent technology, and good promotion Japanese brand sports shoes will replace German brands and monopolize the US market.

After graduation, Lete went to Japan and contacted the sports shoe manufacturer Onitsuku Tiger. When asked what he represented, Lete claimed to be "Blue Ribbon Sports" representative.

1963-The first batch of 200 pairs of Tiger sneakers ordered by Lite arrived in the United States in December.

1964 - Bu Weiwen and Li Te each invested US$500 to establish Blue Ribbon Company. Li Te promoted shoes on the track and field, but Bu Weiwen continued to design sports shoes.

That year, Le Cordon Bleu sold 1,300 pairs of sneakers, with a turnover of US$8,000.

1965-Ji Fu. Jeff Johnson, a former rival of Little's in track and field, became Le Cordon Bleu's first full-time employee.

1966-SC Johnson opened its first directly operated store.

1967 - Bu Weiwen began to develop marathon running shoes, the first lightweight and durable nylon upper running shoes.

1968-The Cortez sneakers designed by Bu Weiwen and produced in Japan became Tiger's best-selling style.

1969-With the assistance of Japanese trading company Nissho Iwai, Le Cordon Bleu obtained an export letter of credit.

Carolyn Davidson, a student, designed the "Swoosh" logo for $35.

From BRS to NIKE (1972-1978)

1972-After ending its cooperation with Tiger, Le Cordon Bleu officially launched the NIKE brand in the U.S. Olympic trials; Canada became the largest NIKE brand overseas markets.

1973-Steve Prefontaine became the first track runner to wear NIKE running shoes.

1974-The new Waffle Trainer becomes the best-selling training shoe in the United States.

NIKE expanded its business to Australia and established a manufacturing factory in Exeter, New Hampshire, USA.

The number of employees has grown to 250, with a turnover of US$4.8 million.

1975-Fangting died in a car accident.

1977-Blue Ribbon Company established Athletics West, becoming the first track and field training club in the United States.

Started selling sports shoes in Asia, and set up factories in Taiwan and South Korea to expand production.

1978-Le Cordon Bleu officially changed its name to NIKE; signed a sponsorship contract with tennis superstar John McEnore.

Started selling NIKE products in South America and Europe.

NIKE's golden age (1978-present)

1979-The first pair of Tailwind running shoes equipped with advanced Nike-Air shock absorber technology was launched, and NIKE sportswear also began to manufacture and market.

NIKE's revenue accounts for almost half of the US sporting goods market, especially in the field of running shoes. Athletes wearing NIKE running shoes have set various track records from 800 to 10,000 meters.

1980-200 million NIKE shares were publicly listed, and the NIKE sports research and development laboratory was established in Exeter, New Hampshire.

That year, the number of employees increased to 2,700, and revenue was US$269 million.

1981-NIKE player Alberto Salazary rewrote the world record in the New York Marathon.

Nissho and NIKE jointly established NIKE Japan Company in Japan.

1982-NIKE sportswear grows to nearly 200 styles, with annual apparel revenue of $70 million.

1983-Joan Benoit wearing NIKE running shoes broke the world women's marathon record.

Twenty-three NIKE-sponsored athletes won medals at the opening event of the World Athletics Championships in Helsinki, Finland.

In the 1984-Los Angeles Olympics, Carl Lewis won 4 track and field gold medals; Joan Benoit won the first Olympic women's marathon gold medal.

58 players sponsored by NIKE took home 65 medals.

1985-The NIKE AIR JORDAN series of basketball shoes and sportswear named after Chicago Bulls rookie Michael Jordan was launched.

The decrease in revenue growth has resulted in the need to save expenses, reduce general administrative expenses and reduce inventory. There are 4,200 employees worldwide.

1986 - Sales reached US$1.07 billion.

1987-Annual revenue dropped to $877 million.

However, the advanced Nike-Air patented shock-absorbing insole has re-established NIKE's technological leadership in the industry; the Air Max visible air-cushion sneakers have enabled the world to see the excellence of Nike-Air's patented shock-absorbing air cushion for the first time. .

In addition, the fourth-generation Air Pegasus sold 5 million pairs, and the multi-functional sports shoes just caught up with the aerobic exercise craze.

1988-Developed Footbridge stabilizer design.

NIKE acquires Cole Haap leather shoe company.

1989-'Just Do It' campaign enters its second year; NIKE uses famous athletes to testify about its products, and the collecting craze triggered by AIR JORDAN basketball shoes promotes NIKE's sales to grow significantly.

1990-The growing overseas market prompted NIKE's global total revenue to exceed 2 billion US dollars, with more than 5,300 employees.

NIKE headquarters "NIKE World Campus" was established in Beaverton, Oregon.

At the same time, the first NIKE Town opened in Portland.

1991-NIKE is the first sporting goods company in the world with revenue exceeding US$3 billion.

Introducing Huarache Fit technology through the revolutionary Air Huarache running shoe.

Multi-functional sportswear combines Air Mowabb team shoes with F.I.T. sportswear to go outdoors.

Michael Jordan led the Chicago Bulls to win the first NBA championship in team history; NIKE's overseas sales increased by 80%, reaching US$860 million.

1992-Overseas revenue exceeded US$1 billion for the first time, accounting for 33% of NIKE's total revenue.

NIKE has signed a sponsorship contract with the United States Track and Field Association. Before this century, all VIP members will wear NIKE clothing to participate in various competitions around the world.

1993-Michael Jordan announced his retirement from basketball after leading the Bulls to their third NBA championship.

1994-NIKE promotes P.L.A.Y. activity.

P.L.A.Y. includes a sneaker reuse program that uses more than 100 million pairs of recycled sneakers to build new sports fields.

NIKE has signed sponsorship contracts with 10 top players from the World Cup champion Brazil team, as well as the Italian and American men's and women's national teams and the Chinese football team.

In Australia, Shane Warne became NIKE's first cricket star.

1995-NIKE’s annual revenue reached US$4.8 billion.

Michael Jordan and Monica Seles returned to sports respectively.

The owners of the NFL and the Dallas Cowboys signed contracts with NIKE; hot-tempered French player Eric Cantona challenged racial discrimination in football in a series of ads.

Nike Air chlorine pad technology is launched, equipped with new lightweight and exquisite Zoom Air sneakers.

1996-NIKE-sponsored athletes and teams dominate the Atlanta Olympics.

Major League Soccer kicks off its first season, with five teams supported by NIKE, attracting more enthusiastic fans than expected.

NIKE sponsored the Brazilian national football team to compete in the 1998 World Cup; Tiger Woods won the U.S. Amateur Open for three consecutive years, changing the face of golf.

NIKE Town was established in New York.

The NIKE sports equipment department was established in 1994 after merging Canstar Sports. It began to produce ice hockey skates, inline skates, protective gear, balls, glasses and watches.

1997-NIKE Asia's revenue grew from US$300 million in fiscal year 1996 to US$800 million in fiscal year 1997; two customer service centers were established in Seoul, South Korea and Tokyo, Japan; mainland China became a purchasing country One of the most important markets.

The headquarters World Campus continues to expand and is planned to accommodate 7,100 of the 18,000 employees around the world.

NIKE’s Air GX and Air Foamposite sneakers set the standard for comfort in football spikes and basketball shoes.

Sports industry analysts estimate that NIKE’s annual revenue will reach 9 billion US dollars.

All efforts are for one simple goal, to help athletes pursue better performance.