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Nike
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NIKE, THE BENCHMARK SNEAKER BRAND
BILL BOWERMAN AND PHIL KNIGHT, THE NIKE SUCCESS STORY
When Nike is mentioned, people immediately think of a powerful, committed brand, but above all of a logo recognizable among thousands. In 1964, while the sportswear and sporting goods market was very largely dominated by German companies, Phil Knight, a middle-distance runner and trained accountant, teamed up with his coach Bill Bowerman, coach of the Oregon track and field team. Their company was initially called Blue Ribbon Sports and distributed Japanese running shoes Onitsuka Tiger.
Bowerman used his position as a coach to test pairs directly on athletes. In 1971, the company became Nike, a name suggested by Jeff Johnson, the firm’s first employee, and inspired by the Greek goddess of victory, Nike.
NIKE SNEAKERS: WHEN THE SWOOSH BECOMES ICONIC
Nike was imagined by athletes, for athletes. That is how the brand set itself apart and earned a place alongside its biggest competitors: Adidas and Puma. Its logo, the classic Swoosh, was created in 1971 by a graphic design student, Carolyn Davidson, for the modest sum of 35 dollars. Today, it has brought billions to the brand with the checkmark!
FROM RUNNING TO FOOTBALL: A NIKE EQUIPMENT MANUFACTURER FOR EVERY SPORT
Born on the track with the Waffle Trainer and the Cortez, the Beaverton brand then moved onto basketball courts, football pitches, tennis courts and later skateparks, with Nike SB from 2002 onward. running shoes, sports sneakers or lifestyle pairs: athlete performance remains the common thread, from the marathon to football, and Nike sportswear has gone from the stadium to the street.
AIR, FLYKNIT, MOVE TO ZERO: NIKE INNOVATIONS
The history of Nike is also the history of its performance technologies: Air cushioning, which appeared on basketball shoes in 1982 before becoming visible in 1987, Shox columns in 2000, then Flyknit knit in 2012, whose threads are partly made from recycled plastic bottles. Since 2019, the Move to Zero program has set the brand’s environmental course: zero carbon and zero waste, with Nike Grind transforming production scraps into new products and sports surfaces.
ICONIC NIKE MODELS
NIKE AIR FORCE 1
Released in 1982, the Nike Air Force 1 was the first Nike basketball shoe to feature Air technology. Designed by Bruce Kilgore , the Air Force 1 left the hardwood to become a street classic: the Air Force 1 Low Triple White remains a timeless staple for both men and women, while Nike x Supreme editions of the Air Force 1 Low keep rising in price.
NIKE DUNK & DUNK LOW
It was in 1985 that Nike, then best known for its running shoes, enlisted designer Peter Moore to create the Nike Dunk. The goal? To outfit the top college basketball teams in their school colors, from Iowa to Syracuse, including Kentucky, Michigan and UNLV, as part of the Be True To Your School program.
In the 1990s, the skateboarding community embraced the model for its flat sole and durable upper. Nike responded in the early 2000s with the Dunk Low Pro SB: the Nike Dunk Low then exploded thanks to Nike SB editions designed by Supreme or Jeff Staple. In 2020, the Dunk experienced a revival, driven in particular by Travis Scott, and the Dunk Low Black White became a must-have.
NIKE AIR MAX
After studying architecture at the University of Oregon, Tinker Hatfield joined Nike in 1981 and found in Paris the inspiration for the silhouette that would revolutionize the industry. The structure of the Centre Georges Pompidou and its exposed pipes gave birth to the Air Max 1 in 1987, the first Nike with a visible air unit.
Then came the Air Max 90 and its Infrared colorway in 1990, the Air Max 95, followed by the Air Max Plus TN. Today, the entire Nike Air Max range is the subject of highly sought-after collaborations, from the store Patta on the Nike Off-White by Virgil Abloh.
AIR JORDAN: HIS AIRNESS TURNS THE WORLD OF SNEAKERS UPSIDE DOWN
In late 1984, the Beaverton brand signed a young rookie from the University of North Carolina, Michael Jordan. This gave rise to the greatest collaboration between an athlete and a sportswear brand: the Air Jordan line. Designed by Peter Moore, the Air Jordan 1 was released in April 1985 with its Wings logo and its OG colorways Chicago and Bred, pairs that have become true relics for collectors.
After a Air Jordan 2 designed in Italy, Tinker Hatfield came up with the Air Jordan 3 in 1988: visible Air unit, Elephant Print, and the debut of the Jumpman logo. The pair convinced His Airness to stay with Nike, and the duo followed it up the next year with the Air Jordan 4!
NIKE MIND 001
In January 2026, Nike broke new ground with the Nike Mind 001, the first creation from the Nike Mind Science Department. This mule features 22 independent foam nodes underfoot, which move like small pistons to stimulate sensory receptors. Designed for pre-game and recovery rather than pure performance, it is accompanied by a lace-up version, the Mind 002.
CORTEZ, VOMERO 5, SHOX AND P-6000: THE RUNNING RETRO NIKE
The running retro trend is finally shining a light again on the brand's archives: the Nike Cortez, one of its very first running shoes, the Zoom Vomero 5, the Nike Shox and its visible columns, and the P-6000. Sneakers originally designed for performance, now worn every day.
COLLABORATIONS, SIZING AND PRICE: CHOOSING THE RIGHT NIKE
TOP-TIER NIKE COLLABORATIONS: TRAVIS SCOTT, NOCTA, JACQUEMUS AND CORTEIZ
The brand with the Swoosh is now a symbol of creativity, notably thanks to its talented ambassadors. Among them is the rapper Travis Scott: the Houston native keeps reworking iconic pairs such as the Nike Air Force 1 Low and the Air Jordan 1 Low. His Canadian counterpart, Drake, went even further by creating the sub-label NOCTA at Nike, between sneakers and sportswear, with the Hot Step and the Glide.
The strength of Nike lies in the diversity of its figureheads, with creators like Jacquemus, Sacai or the luxury house Tiffany. The British label Corteiz also made a lot of noise with three exclusive pairs of Air Max 95, before taking on the Air Trainer Huarache in late 2024.
WHAT SIZE SHOULD YOU CHOOSE FOR YOUR NIKE?
Available for men, women and kids, most Nike pairs fit true to size: this is the case for the Dunk Low, the Air Max 90, the Air Max 95 and the P-6000. The Air Max 1 has a narrower fit: if you have wide feet, go half a size up, as with the Cortez, which runs small.
NIKE AT THE BEST PRICE
When it comes to price, it all depends on rarity: classic models like the Air Force 1 Low or the Dunk Low remain affordable, while the price of a collaboration skyrockets. To pay the best price for your Nike sneakers, keep an eye on our Nike on sale!
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