Image Source/ SportscastingNike ad executive Dan Wieden was researching for a slogan in 1987 and came across a peculiar news story. Convicted murderer Gary Gilmore was shot to death by a firing squad over a decade before, his final words being "Let's do it." Wieden played with the words and came up with "Just do it" which has stuck ever since.
Image Source/ Fast VersionsAn Oregon University, the track coach was getting sick of the way his sneakers were wearing. So Bill Bowerman approached Phil Knight and decided to make comfortable and durable sneakers, with the use of fish skin, deer hide, kangaroo leather and velvet... and that was the start of Nike.
Image Source/ The DrumThe Beatles angrily spoke out against Nike using their song "Revolution" in an advert without the necessary rights or permission for it. Saying the band doesn't "peddle sneakers or panty hose," they quickly filed a lawsuit. Although nothing was made public, it was clear that Nike couldn't care less and continued to repeat the ad for a year.
Image Source/ Lifestyle Asia Hong KongWhen training in his early college years, Michael Jordan would only wear Adidas and hadn't considered trying another brand. However, when Adidas were facing financial difficulties, he struggled to get an endorsement deal. His agent was keen to get MJ on board with Nike, which he refused at first before a talking from his parents turned his ear.
Image Source/ New IdeaAlthough they started making their trainers in the US, Nike eventually moved to over shore factories to increase their profit margin, utilising spaces in Indonesia, China and Vietnam. One of their shipments actually went missing in 1990, presumed sank, and sneakers have been found floating in the ocean since.
Image Source/ ESPNThe first Nike sneakers were made and tested in New Mexico. Given the warm conditions, the sneakers proved to be an efficient soccer necessity. However, when the shoes were bought in a colder state, the sole would snap in half during a soccer match. Furiously, Nike had to sell 10,000 pairs for just $7.95 to get rid of them.
Image Source/ Women's HealthSerena Williams was praised for having a baby and coming back to play in Nike's "Dream Crazier" commercial. Yet, when the Olympic athlete Alysia Montano, the "pregnant runner", went off work pregnant, Nike actually refused to pay her and paused her contract during the time.
Image Source/ International RiversAlthough Nike are a wide producer of sport-wear all across the globe, their CO2 emissions prove to be just as massive. Nike contributes around 1.36 million tonnes of CO2 each year. This is obviously a massive amount but Nike has made a conscious effort for this to reduce in recent years.
Image Source/ PETA AsiaNike isn't a 100% transparent company, with a lot of their practices going under the radar and not facing regulation. Although Nike don't use animal fur in their products, they do use leather, wool and down feather, and don't specify the sources they get it from. By doing this, it's hard to know what conditions they're obtained in.
Image Source/ The SunNike's products have caused massive rifts in their audiences and their shoes can become too popular. In 1989, 15 year-old Michael Thomas was strangled to death over a pair of Air Jordans worth $115. This was among a cluster of sneaker-related violent acts which lasted over 30 years, with a teen being shot to death over Air Jordans.
Image Source/ Vyapaar JagetFoot Locker abruptly stopped selling Nike products in stores and cancelled just under $200 million worth of orders. They were protesting against Nike's unreasonably high prices and extreme demands on how retailers sold their shoes. So Nike retaliated and cancelled a further $175 million worth of orders. Almost a year later the two companies came to an amicable agreement.
Image Source/ CNBCWhile busy eating a waffle, Bowerman considered manufacturing a sneaker with the waffle iron in mind. Instead of the inward depressed grooves, he would push them outward. He failed several times to create an adequate shoe, but eventually managed to, The Waffle Trainer, and people loved it.
Image Source/ Sneaker NewsSo goes the saying that there's no such thing as bad publicity... Nike took that very literally. They knew the importance of raising brand awareness so sponsored some pretty controversial figures. Among the line up was tennis player Nastase, notorious for a bad attitude, and Charles Barkley who spat at an NBA fan. The worst was their donation of $25,000 to Tonya Harding to aid with her legal fees.
Image Source/ ComplexWhile at the University of Oregon, Knight created a business plan that would have sneakers manufactured in Japan and distributed in USA. With Bowerman, they created Blue Ribbon Sports, based on that very business plan. They imported the Japanese Onitsuka Tiger, tweaking them, then sold them from the trunk of a car.
Image Source/ PinterestAfter coining their "Just do it" slogan, they released an ad with athlete Joanne Ernst saying the phrase followed by "And it wouldn't hurt to stop eating like a pig, either." It's suffice to say that the commercial went down like a lead balloon with women, who complained heavily about the insensitivity of Nike.
Image Source/ NBC NewsWith their success with the Air Jordans, it's hardly surprising Nike doesn't care about any of the sneakers that came before. MJ actually sported the Nike Air Ship before pulling on his Air Jordans, and he tended to wear them while playing with the Chicago Bulls.
Image Source/ CarousellMJ was reluctant to slip on the Air Jordans, initially because they were red and black. This was the colours of MJ's rival in college, the North Caroline State Wolfpack, and he described them as "Devil's Colors." Not only that, he was conscious about how much money they would make, but the $130 million in their first year on sale surprised them all.
Image Source/ DeviantArtAfter deciding that the initial company Blue Ribbon needed more presence, Knight reached out to student Carolyn Davidson for her help in creating a new logo. When choosing from the options, Knight chose Nike's iconic swoosh tick, stating that he didn't love it, but hated it the least. They paid Davidson $35. Wow.
Image Source/ Sneaker NewsAfter creating their new logo, they needed a new name. Throwing around contenders like Dimension 6 and Bengal, first employee Jeff Johnson chose the name Nike, the Greek Goddess of Victory. Knight was actually against the name but a deadline was coming up and they needed to choose. Worked out well in the end!
Image Source/ The New York TimesWhen a group of women Nike employees conducted a survey on harassment in the work place, it put lots of pressure on top-level execs to leave the company. The NYT reported that women were marginalised, humiliated and sexually harassed when working for Nike. HR didn't take them serious when incidences were reported.
Image Source/ ArchelloNot only do Nike have their shoe factories on foreign soil, they sacked 170 Americans when they realised they could have shirts printed in Honduras instead, paying workers less than $8,000 per year. Despite the change, the retail price of the t-shirts stayed the same.
Image Source/ GrailedBoston mayor Thomas Menino criticised Nike for having lewd t-shirts with distasteful slogans such as "Get High", "Ride Pipe" and "Get Wet." Menino wrote:
Image Source/ Yahoo FinanceShaquille O'Neal dominated a meeting with Nike when invited to discuss a potential brand deal. Knowing he didn't want to sign any contracts, he deliberately arrived in full-Reebok gear, which Phil Knight didn't take lightly. Apparently they still have beef now
Image Source/ RapplerNike employees were encourages to treat the office atmosphere like a fraternity, with male staff calling each other "buttfaces" and partaking in tequila fountains. Knight loved for staff to raise their voices when arguing over sports, but the frat-like atmosphere was soon changed around 1995.
Image Source/ Business InsiderUsing factories abroad that don't have the worker's rights regulations will obviously end up with mistreated and underpaid staff. It's heard that the restroom facilities and drinking water are restricted for the workers each working day... not a good look Nike.
Image Source/ eBayNike actually name a number of their products after famous sports teams, which seems very fitting for their brand. For example, their shoes "Columbia Blue" are named after the "Columbia Lions", whose logo also happens to be blue. They have more products like this too.
Image Source/ The ManualNot every Nike product does really well. While they're trying to incorporate new ideas all the time, like shoes you can pair to your phone, the company has missed the mark on several occasions. One of these was a crime to fashion that is denim acid wash golf shorts.
Image Source/ RedditKnight doesn't always like the products that Nike have on sell, in addition to not being fond of the company name or the logo (is there anything he does like?). Knight isn't a fan of the LiveStrong bracelet released in 2008, and even laughed about it in an Oprah interview despite the product being popular.
Image Source/ IndustriALL Global UnionNike was under scrutiny from the United Students Against Sweatshops campaign that held big companies accountable for their use of unethical sweatshops. It took them a while to respond but eventually they became mindful in their choices and made changed to improve their monitoring efforts.
Image Source/ Self.comNike have pledged to eliminate hazardous chemicals by 2025 and have released a statement saying that they're on track, which is great. But given their track record with their environmental impact in the past, and the fact there's no evidence to support the claim, it seems slightly unlikely.
Image Source/ Concite.newsIn 2018 Nike did an ad deal with activist and American football quarterback Colin Kaepernick which proved VERY controversial. Their stocks immediately took a hit and they also faced a boycott. But, as we know Nike are not afraid of a stirring controversy.
Image Source/ New IdeaChild labour is a huge problem within Nike. As we know, to buy Nike products we have to pay a lot. But as a company they do not want to pay a fair price for to have the products made. And so they allow child labour forces to make them and turn a blind eye to this child abuse.
Image Source/ Unsplash
Image Source/ Statista
Image Source/ The New York Times
Image Source/ The Verge
Image Source/ Manchester Evening NewsThere has been a study which shows that young children (as young as the age of just two years old) now recognise the Nike logo. Many people believe that is problematic as babies are growing up unknowingly under the powerful influence of these marketing firms.
Image Source/ Tridiosbank
Image Source/ DenvirEKINs ( which is NIKE spelled backwards) is the name of the designated company proselytizers. These are the people who communicate with retailers and partners on what the latest products are. They are also used to reinforce the brand's image. In fact, they often have the logo tattooed somewhere on their body.
Gender pay gap
Image Source/ AdvocatIt is shocking to hear that there is even more gender discrimination. According to the official gov.uk site, for every one pound that men earn - women earn 97 pence. This equates to an unequal pay gap where the median hourly pay of women is 3% lower than men’s.
Nike Mixed Up South Carolina With North Carolina
Image Source / Nations Online ProjectNike isn't immune to making mistakes, apparently - but we already know that. When designing a shirt for the South Carolina Panthers, the Nike designers instead produced the map for North Carolina instead... you'd think it's an easy mistake to make, but not really when you're making the big bucks.Advertisement
Pretty Much Everyone Pronounces The Brand Name Wrong
Image Source / BritannicaBet you've always said Nike to rhyme with bike, right? Yeah, me too. But the brand name is actually supposed to be pronounces 'ny-kee' as the name of the Greek goddess it was named after. Nike is the goddess of victory, and the logo is supposed to represent the shape of her wings.Advertisement
Bam Margera Didn't Like Wearing Nike Products
Image Source / WikipediaFamous skateboarder and TV star Bam Margera was once approached by Nike, who sponsored him to wear their shoes. Margera didn't like wearing their products, though, and his solution was to wear other brands of shoes with the Nike logo stuck over the top of them.Advertisement
The Kenyan Tribesman's Mistranslation: "I Don't Want These"
Image Source / Kenyans.co.There was a famous Nike commercial in the 1980s, which featured a Kenyan tribesman. The man was supposed to say the Nike slogan 'Just Do It', which everyone presumed he did when he spoke in his native tongue. However, what he was actually saying - only discovered later through the miracle of translation - was "I don't want these, give me big shoes".Advertisement
"Sweatshop" As The New Slogan?
Image Source / VoxNike's practices have found many, many critics, and one of these was the founder of Buzzfeed. Apparently they were so riled up that they tried to get the word 'sweatshop' printed on a custom pair of sneakers made by Nike.Advertisement
Thousands Of Pairs Of Nikes Went Missing At Sea
Image Source / BBCTalk about hidden treasure. The sneakers went missing after the containership carrying them sailed into a storm and had 21 of its containers fall into the Pacific ocean. The Nike Air Jordans inside were supposedly lost at sea - until pairs of sneakers began washing up on shore in North America.Advertisement
Nike Started On Just $1,200
Image Source / SoundCloudNike was founded on what - to them - would be a measly amount of $1,200. When Bowerman and Knight decided to set up shop together, they didn't have a huge stack of cash already prepared for a new business - but obviously those days of $1,200 are long in the past.Advertisement
The Paradise Papers Controversy
Image Source / International Consortium of Investigative JournalistsNike has faced plenty of controversies over the years in reference to its manufacturing practices, but it was also linked to the Paradise Papers - a set of confidential documents detailing offshore investments that were leaked - showing that Nike had used offshore accounts in a bid to increase its profits.Advertisement
You Can Get A Free Pair Of Nikes For 'Defective' Old Ones
Image Source / Footwear NewsA previous Nike store employee posted a clip on social media explaining that you can receive a gift card (enabling you to buy a new pair) if you take your old ones back under the claim that they're defective. And defective when it comes to Nike shoes means any normal wear and tear, like a faded Nike Swoosh or the front peeling off.Advertisement
Their Reuse-A-Shoe Program
Image Source / EcoBahnAll right, there's a lot of controversy when it comes to Nike, but this ones a tick in their 'pro' column. Nike have a program for recycling which takes the raw materials from sneakers and uses them to make stuff like playground equipment or gym floor tiles. A very positive cause for old sneakers to be reused.Advertisement
There Are More Than 900 Million Items Sold Every Year
Image Source / Vogue BusinessWere you doubting Nike's impact on the planet and sports product world? Well, over 900 million items sold by Nike every year means they really do dominate the market, as well as having a considerable carbon footprint impact (presumably) at that rate of product.Advertisement
The Zoom Air Originally Had A Different Name
Image Source / Sneaker NewsThe Zoom Air collection is a very popular one when it comes to Nike products, but did you know it originally had a different (and less exciting) name? Before it came to the market in 1995 as Zoom Air, it was originally called Tensile Air.Advertisement
Nike Has An Exclusive Relationship With The University Of Oregon
Image Source / BritannicaMakes sense when it started out there with its roots, but Nike very heavily supports this university in particular - and specifically their sports team. Nike provides the university with exclusive sports apparel as well as funding. Talk about special treatment.Advertisement
Heard Of Nike Golf?
Image Source / Man of Many
You might not have even heard of Nike Golf (I sure hadn't) but it's a branch of the sports company, which was started in 1984. It was actually started by Bill Wood but didn't even gain any popularity until Tiger Woods signed on in 1996. The power of a name...
Advertisement
Nike HQ Has Sports Star-Themed Offices
Image Source / WIRED
Nike's HQ is located in Beaverton, Oregon - an enormous estate which also has fields and waterways as well as offices and buildings. The HQ's offices are themed with famous sports stars, including Tiger Woods, John McEnroe, Cristiano Ronaldo and, of course, Michael Jordan.
Advertisement
They Were First Known For Football Cleats
Image Source / The SpunWhile Nike is now best known for its shoes - in particular, its sneakers - it wasn't always the case. The first product to show off the iconic Nike Swoosh branding was actually a football cleat and not the boot or sneaker you know today.Advertisement
A Lot Of Iconic Movie Props Were Designed By Nike
Image Source / LuxaticNike's influence has extended to the movie world, too (understandably) and a notable example can be Marty McFly's iconically retro sneakers from Back To The Future Part II. These came as a result of Nike's designers and manufacturers hard work.Advertisement
Nike Is Actually A Parent Company For Many Different Lines
Image Source / HighsnobietyDid you know that Nike was actually the parent company of Converse? Converse is a popular line all in itself and you might have thought it was its own company, but no, it's owned by Nike. Nike bought the company in 2003 after it went bankrupt. Nike also owns Hurley, the surfing line.Advertisement
Red And White For The Original Logo Were Chosen For A Reason
Image Source / kingpngThe logo has seen many changes over the years, including the position of the Swoosh and the typeface used for NIKE. The color palette has also seen some changes, and red and white were selected for the primary colors on the logo due to their meaning: red was for energy and passion, and white was for purity and nobility.Advertisement
Carolyn Davidson Sketched The Swoosh From The Adidas Logo
Image Source / LogasterWhen university student Carolyn Davidson created the iconic logo for $35, she actually originally sketched the Swoosh from the Adidas logo - the rival sports company with the legendary adidas side stripes for its own branding.Advertisement
Advertisement