NIKE: THE SECRET TO BRAND INVOLVEMENT WITH ATHLETES BEFORE THEY BECAME LEGENDS

The Founding of a Legend – Nike's Origins and Phil Knight's Vision Nike didn't come about overnight. Its journey began in the 1960s with a young man named Phil Knight, who, alongside his mentor Bill Bowerman , found the ideal space to revolutionize the world of sports. Phil Knight, then an MBA student at Stanford University, had not only a business acumen, but a dream of changing the global sports landscape. Nike was born with an inspiring name, "Nike" – in honor of the Greek goddess of victory, a metaphor that reflected the brand's ambition: not just to be a sports brand, but a brand associated with success. Knight began his career in 1964 by partnering with Bowerman , a track and field coach, in founding Blue Ribbon Sports. In the beginning, the company did not manufacture sneakers, but imported them from Japan and distributed them in the United States. However, Knight's grand vision was not just to distribute sneakers, but to create an emotional bond with athletes, a link that made them feel that their success was, in some way, tied to that brand. For him, the key to this success would be to create personalized and innovative products for athletes, products that not only help them improve their performance, but also make them feel unique. The real revolution, however, would come when Nike began to focus not only on developing cutting-edge technologies, but also on strengthening ties with athletes at the beginning of their journeys. Practical example: The most classic example of this vision is the partnership between Nike and runner Steve Prefontaine . Prefontaine , one of the greatest talents in American track and field, was in the early years of his career when he joined Nike. The brand not only supported him with sneakers, but also treated him as a symbolic figure, investing in him as an athlete before his rise to stardom. This commitment resulted in a mutual loyalty that remained strong, with Nike associating its name with the athlete who represented the spirit of overcoming obstacles.

© 2025 Max Editorial (E-bok): 9781779749239

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E-bok: 15. april 2025