INTRODUCTION
Founded as an importer of Japanese shoes, NIKE, Inc. (Nike) has grown to be the world's largest marketer of athletic footwear and apparel. In the United States, Nike products are sold through about 20,000 retail accounts; worldwide, the company's products are sold in about 110 countries. Both domestically and overseas Nike operates retail stores, including NikeTowns and factory outlets. Nearly all of the items are manufactured by independent contractors, primarily located overseas, with Nike involved in the design, development, and marketing. In addition to its wide range of core athletic shoes and apparel, the company also sells Nike and Bauer brand athletic equipment, Cole Haan brand dress and casual footwear, and the Sports Specialties line of headwear featuring licensing team logos. The company has relied on consistent innovation in the design of its products and heavy promotion to fuel its growth in both U.S. and foreign markets. The ubiquitous presence of the Nike brand and its Swoosh trademark led to a backlash against the company by the late 20th century, particularly in relation to allegations of low wages and poor working conditions at the company's Asian contract manufacturers.
Key Dates:
1962:
Philip H. Knight founds Blue Ribbon Sports (BRS) to import Japanese running shoes.
1963:
BRS takes its first delivery of 200 shoes from Onitsuka Tiger Co.
1964:
BRS becomes partnership between Knight and William Bowerman.
1966:
The company's first retail outlet opens.
1968:
Company is incorporated; the Bowerman-designed Cortez shoe becomes a big seller.
1971:
BRS begins manufacturing its own products overseas, through subcontractors; the Swoosh trademark and the Nike brand are introduced.
1972:
At the 1972 U.S. Olympic Trials, the Nike brand is promoted for the first time; company enters its first foreign market, Canada.
1978:
Company