Advertising Industry
Industry: Email Alert RSS FeedTaking a commodity athletic shoe and turning it into a fashion statement took vision, edgy creative and a once-in-a-lifetime presenter named Mike ;5 Nike.
Advertising Age, December, 1999 by Friedman, Wayne
Nike's brand name genius actually starts with a more mysterious moniker: Onitsuka.
In the 1960s Phil Knight, then operating a small running shoe company called Blue Ribbon Sports, imported Onitsuka Tiger running shoes from Japan.
It wasn't until 1971 that the company put the Nike name on its first running shoe and began its rise in the sports footwear world -- thanks primarily to the running boom that started in the late '70s. By the early '80s, Nike had made an impact.
Reebok had responded to the challenge and actually pulled ahead of Nike in market share in those years. But just when it looked like its world was collapsing, Nike made a bold move in 1985 -- making basketball legend Michael Jordan and the company big stars.
GAME...
Brought to you by CBS MoneyWatch.com
- Best- and Worst-Paid College Degrees
- 6 Things You Should Never Do on Twitter or Facebook
- How Much Sleep Do You Really Need?
- 6 Big Myths about Gas Mileage
Most Recent Business Articles
- Multiple criteria evaluation and optimization of transportation systems
- Multi-criteria analysis procedure for sustainable mobility evaluation in urban areas
- A two-leveled multi-objective symbiotic evolutionary algorithm for the hub and spoke location problem
- Multi-criteria analysis for evaluating the impacts of intelligent speed adaptation
- The development of Taiwan arterial traffic-adaptive signal control system and its field test: a Taiwan experience
Most Recent Business Publications
Most Popular Business Articles
- 7 tips for effective listening: productive listening does not occur naturally. It requires hard work and practice - Back To Basics - effective listening is a crucial skill for internal auditors
- FAS 109: a primer for non-accountants - Financial Accounting Standards Board's "Statement 109: Accounting for Income Taxes"
- Design a commission plan that drives sales - Sales Commissions
- Too Young to Rent a Car? - 25-years-old the minimum age for car renting - Brief Article
- LIFO vs. FIFO: a return to the basics


