Believe it or not, the Nike corporate empire started as a small distributing outfit based in Phil Knight’s car trunk. From these very humble beginnings, Knight’s brainchild grew and evolved to be the shoe and athletic firm that will come to define “coolness” and many facets of well-known culture.
Knight’s find a way to produce a living without having to quit his passion for athletics and Bill Bowerman’s search for lighter and sturdy racing shoes for his Oregon runners would be the two main reasons why nike headquarters was established. In 1959, Phil Knight ran the track for University of Oregon where Bowerman coached. The seed of the most influential sporting company grew between the two. Knight’s marketing plan was clearly influenced by Bowerman’s need for higher quality running shoes.
This is the way the tale goes: Knight took a class with Frank Shalenberger while pursuing his MBA at Stanford in the early 60s. Constructing a small business with a marketing plan was the semester-long project. Knight incorporated the growing opinion that high-quality/low cost products could be created in Japan and shipped towards the U.S. for distribution with Bowerman’s awareness of quality running footwear. Through this, he has found his market niche. Shallenberger believed that the thought was no business jackpot, but definitely interesting. At that point, nothing came from the project.
Nevertheless in 1963, seeking a means to delay the inevitable call of professional life and loaded with the wanderlust of men, Phil knight visited Japan on the world tour. Away from nowhere, Knight set a scheduled appointment with Tiger – a Japanese running shoe manufacturer which is actually a subsidiary of Onitsuka Company. Knight told the businessmen of his interest inside their product by presenting himself since the representative of an American distributor thinking about selling Tiger shoes to American runners. Just moments after being asked who he represented, Knight developed the name, Blue Ribbon Sports. From there, a company was created. The Japanese executives liked whatever they heard and Knight’s first order of Tiger shoes followed consequently.
Eight thousand dollars worth of Tigers had been sold by 1964 and Knight placed an order for further. Coach Bowerman and Knight became partners and ultimately ended up employing a full-time salesman named Jeff Johnson. In 1971, Knight and company devised the Nike name and trademark Swoosh after reaching $1 million in sales and riding the success wave.
Blue Ribbon Sports officially became Nike through the late ’70s, and went from $10 million to $270 million in sales. Nike’s success was through its placement within the matrix in the fitness revolution and was clearly described by Katz (1994): “the idea of exercise and game-playing ceased to get something the average American did for entertainment”. Americans have considered working out as being a signifier of cultural status. Obviously, the conditions surrounding this shift are certainly not this simple. That’s why discovering other generators of popular attention to health is probably the purpose of this project.
When the fitness revolution had not been started by nike corporate office, Knight says, “We were at least right there. And that we sure rode it for starters hell of any ride” (Katz, 66). Nike grew even more throughout the 80s and 90s because the company started to assume market leadership tjrsqx leave the previous underdog status. In 1996, Nike was named Marketer of year by “Advertising Age”, citing the “ubiquitous swoosh… was more recognized and coveted by consumers than any other sports brand-arguably any brand” (Jensen, 12/96). Nike’s revenues reached a staggering $6.74 billion that same year. The company is projecting $8 billion sales in fiscal 1997, and it has targeted $12 billion in sales by the year 2000. And it all started from your trunk of the car.