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Nike: Undisputed Leader in Sneakers and Sports Innovation

Bill Bowerman and Philip H. Knight: The Triumphant History of Nike

When we think of Nike , we immediately visualize a strong and determined brand, recognizable above all by its emblematic logo, the Swoosh . Founded in 1964 in a context where the sportswear market was dominated by German companies, William J. Bill Bowerman, an athletic trainer, and Philip H. Knight, an accountant with a passion for running, joined forces to create a affordable and accessible sports brand, ready to compete with the European giants. Originally named Blue Ribbon Sports, the brand aimed to offer innovative and quality products for all athletes.

Bill Bowerman, in his capacity as technical advisor, used his coaching role to test products directly with athletes, ensuring that Nike met their precise needs. In 1965, they were joined by Jeff Johnson, a dynamic salesman who played a crucial role in defining the company's vision, focused on listening to and meeting the demands of athletes. Johnson was also the originator of the name "Nike", inspired by the Greek goddess of victory, Nike , a perfect symbol for a brand that would become a global leader in sports and innovation.

Nike Sneakers: The Iconic Evolution of the Swoosh

Nike, designed by athletes for athletes, clearly stands out in the sports market and competes with big names like Adidas and Puma . Nike's logo, the iconic Swoosh, is a triumph of marketing and communications, recognized as one of the most influential in the industry. Created by Carolyn Davidson, a graphic arts student, for just $35, the Swoosh has generated billions of dollars for Nike , underscoring its monumental impact.

Nike has released some of the most iconic models in sneaker history, such as the Air Force 1 and others that remain unspecified here, but just as revolutionary. Continually in search of innovation, the comma brand excels in the reinvention of its designs, constantly bringing new dynamics that delight sneaker lovers around the world.

Nike Strategic Collaborations: Travis Scott, NOCTA, Jacquemus and Corteiz

Nike , a world leader recognized for its influence and popularity, embodies creativity and performance through its collaborations with renowned ambassadors. Among these is the famous Houston rapper, Travis Scott , who constantly enriches his relationship with Nike by reinterpreting iconic models such as the Nike Air Jordan 1 . For his part, Canadian rapper Drake took the collaboration further by launching the NOCTA sub-label, exclusive to Nike, revealing creations like the Hot Step Terra and the Glide in various variations.

Nike also stands out for the diversity of its partnerships in the world of fashion and art, collaborating with renowned designers such as Jacquemus , Sacai , and even with the luxury house Tiffany . Recently, Nike partnered with British label Corteiz , famous for its bold innovations, by releasing three new colorways of the Air Max 90 , a collaboration that is set to continue in 2024 with the Air Trainer and Huarache .

Beyond its status as a sportswear giant, Nike profoundly influences the spheres of sport, sneaker culture and luxury. With initiatives like Nike by You for personalization, and immersive experiences such as Paris On Air, Nike places consumers at the heart of its strategy. Continually at the forefront, Nike persists in innovating to maintain its position as undisputed leader in its sector.

Air Jordan: Revolution in the World of Sneakers by Nike

In 1985, Nike, the famous Beaverton-based brand, entered into an exclusive partnership with Michael Jordan , then a young rookie at the University of North Carolina. This partnership became the most iconic collaboration between an athlete and an equipment manufacturer, giving birth to the famous Air Jordan line. To develop the universe of this collaboration, Nike contacted Peter Moore, an American designer specializing in shoes, who created the Nike Dunk as part of the “Be True to Your School” pack. This model was intended for players from top college basketball teams, such as Iowa, Syracuse and Kentucky. The same year, the Air Jordan 1 High and Air Jordan 1 Low models were launched, distinguishing themselves from the Dunk by their higher and slimmer silhouette, their "Wings" logo and an Air capsule hidden under the sole, providing comfort and revolutionary cushioning for the time. The original launch colors, such as "Chicago", "Bred" and "Neutral Grey", have enjoyed extraordinary success and are now considered true treasures by collectors around the world. The Air Jordan collection is characterized by a regular rhythm of new models, with a launch at the start of each NBA season.

In 1986, Nike collaborated with Bruce Kilgore, the creator of the iconic Air Force 1, to develop the Air Jordan 2. This second model, more luxurious and entirely made in Italy, was covered in high-quality leather. However, due to its high price for the time, this model did not meet its audience and is often considered the least appreciated of the Air Jordans. This period of decline influenced Michael Jordan, who considered leaving Nike for another equipment manufacturer. However, Nike called on Tinker Hatfield, a designer who would revolutionize the brand's image. In 1987, Hatfield designed the Air Jordan 3 , focusing on Jordan's need for a comfortable, quality design. This new sneaker, with its visible Air bubble similar to that of the Air Max 1 , its "Elephant" print on the upper and the creation of the "Jumpman" logo, marked an aesthetic and technological revolution. Coupled with Jordan's outstanding performance on the court and his All-Star Game MVP title, this sneaker was wildly successful and convinced Jordan to stay at Nike. This achievement marked the beginning of a long and fruitful collaboration between Jordan and Hatfield. The following years saw the continuation of this series with innovative models.

From the mid-80s to the early 2000s, Jordan's signature designs continued to captivate his fans. Today, with the retro trend, many historic models are being brought up to date, such as the very popular Air Jordan 3, as well as designs in collaboration with artists such as Virgil Abloh for Off-White , thus affirming the Nike's legendary status in sneaker culture.

Nike Dunk & Dunk Low: The Rise of Basketball and Skateboard Icons

In the 1980s, Adidas and Converse dominated the basketball shoe market, the former with its exclusive contracts with players like Kareem Abdul-Jabbar and the latter thanks to the near-monopoly established by its All Star Chuck Taylor. However, in 1985, Nike, already known for its running shoes such as the Waffle Trainer and Cortez, decided to enter the basketball court. To do this, Nike hired Peter Moore, a renowned shoe designer, to create the Nike Dunk . The design of the Dunk is inspired by a basketball move where the player jumps high to dunk the ball into the basket without letting go of the ball.

To promote this new model, Nike signed exclusive contracts with leading universities such as Iowa, Syracuse, St. John, Kentucky, Georgetown, Michigan, and UNLV. The “Be True To Your School” Pack launches, offering seven variations of the Nike Dunk High , each tailored to a different university. Over time, the Nike Dunk was adopted by the skateboarding community due to its flat sole and optimal grip, ideal for skate tricks without compromising the durability of the upper.

The later introduced Nike Dunk Low version gained popularity in the early 2000s, notably through collaborations with influential brands such as Supreme and Jeff Staples. In 2020, the Dunk is enjoying an impressive revival, spurred by collaborations with influential cultural entities such as Skate Like a Girl and artist Travis Scott , solidifying its status as an essential shoe for basketball and skateboarding enthusiasts.

Nike Air Max: Revolution in Sneaker Design

In 1986, Tinker Hatfield, a young architecture graduate from the University of Oregon, joined Nike to bring a breath of fresh air to shoe design. Inspired by a trip to Paris, Hatfield designed the Air Max , influenced by the modern architecture of the Center Georges Pompidou. The building's distinctive features, such as its external structure made of transparent tubes and its vibrant color code, inspired the creation of the Air Max 1 OG White Red, launched in 1987. This shoe introduced a major innovation: a visible window in the sole that showcases the Air unit, an industry first.

The evolution of the range continued with the introduction in 1990 of the iconic Air Max 90 and its Infrared color, which became icons in the world of sneakers. Today, these models continue to be at the heart of highly sought-after collaborations with partners such as the Patta store, cementing the Air Max's reputation as an aesthetic and technological revolution in the world of athletic footwear.

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