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Nike
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NIKE, THE BENCHMARK SNEAKER BRAND
BILL BOWERMAN AND PHILIP H. KNIGHT, THE NIKE SUCCESS STORY
When we talk about Nike we immediately think of a powerful, committed brand, and above all of a logo you can pick out among thousands. In 1964, with the sportswear and sports equipment market largely dominated by German companies, two Americans, William J. Bill Bowerman and Philip H. Knight decided to join forces and build a sports brand capable of taking on the many European competitors. Philip Knight, an accountant by training and a distance runner, teamed up with Bill Bowerman, head coach of the Oregon track and field team, to create a more affordable brand within reach of athletes. Nike would first be called Blue Ribbon sports. Bowerman served as the firm's technical adviser and used his position as a coach to test products directly with athletes. In 1965 the pair were joined by Jeff Johnson, a full-time salesman who set the company's guiding principle, still in force today: stay as close as possible to the athlete and their needs. He also came up with the name Nike, taken straight from the goddess Nike, a symbol of victory and determination.
BASKETBALL NIKE : WHEN THE SWOOSH BECAME AN ICON
Nike was designed by athletes, for athletes. That is what sets it apart and what allowed it to work its way up to the level of its biggest rivals: Adidas or even Puma. Its logo, the classic Swoosh, is regarded as one of the most striking and effective in the history of marketing. It was designed by a graphic art student, Carolyn Davidson, for the modest sum of 35 dollars. It has since earned the company billions.
Behind the greatest sneaker classics, with silhouettes such as the Air Force, the React element or even the Air Max, the Swoosh brand never stops reinventing itself, much to our delight.
NIKE'S FINEST COLLABORATIONS: TRAVIS SCOTT, NOCTA, JACQUEMUS AND CORTEIZ
Nike is without question one of the most popular and influential companies of our time. The Swoosh brand now stands for creativity and performance, thanks in large part to its influential and talented ambassadors. Among them is the world-famous rapper Travis Scott, the Houston native keeps working with the brand, reworking landmark models such as the Nike Air Force 1 or the Air Jordan 1. His Canadian counterpart, Drake, went a step further by creating the sub-label NOCTA within Nike. Through that division, the artist from Toronto revealed the Hot Step Terra and the Glide in several versions.
Nike's strength lies in the range of its ambassadors, with every art form represented by names such as Jacquemus, Sacai or the luxury house Tiffany. More recently, the Swoosh brand even worked with the British label that has been making so much noise lately, Corteiz, on three brand-new colourways of the Air Max 95. And the partnership could well continue in 2024 on the Air Trainer Huarache.
Nike is not just a brand selling sports gear; it is a force that shapes sport, the sneaker world and luxury alike. Between the customisation programme Nike by youand the immersive experience of the Paris On Air, the American giant puts its customers at the heart of its values. Nike was the first to move, and keeps innovating to stay the leader in its field.
AIR JORDAN: HIS AIRNESS TURNS THE SNEAKER WORLD UPSIDE DOWN
In 1985, the Beaverton brand decided to sign an exclusive contract with a young rookie out of the University of North Carolina, Michael Jordan. It would give rise to the greatest partnership ever struck between an athlete and a sportswear brand: the Air Jordanline. To bring that world to life, Nike's teams called on Peter Moore, an American footwear designer who that same year created the Nike Dunk for the pack Be true to Your School pack, made for the feet of players from the top college basketball teams such asowa, of Syracuse or even Kentucky. The Air Jordan 1 High and the Air Jordan 1 Low arrived. They stood apart from the Dunk thanks to a taller, sharper silhouette, their Wings logo and the Air unit hidden under the sole, delivering comfort and cushioning that were revolutionary at the time. The launch colourways such as the OG launches such as the Chicago, the Bred or even Neutral Grey were a phenomenal success and are now genuine relics for collectors worldwide. The collection also stood out for its release rhythm: for every NBAseason, a Air Jordan model was unveiled at the start of the year. In 1986, Nike turned to Bruce Kilgore, the designer behind the emblematic Nike Air Force 1 to design the Air Jordan 2. The second signature model aimed higher: entirely made in Italy and finished in premium leather. Sadly too expensive for its time, it never found its audience and is still seen as the least-loved Jordan. That setback shook Michael Jordan, who considered leaving Nike for another brand, but the Beaverton company brought in the man who would change its image forever, Tinker Hatfield. He focused above all on what the Chicago Bulls player was asking for, aiming to give him a design that was both comfortable and high in quality. The partnership produced the Air Jordan 3 in 1987, an aesthetic and technical revolution thanks to its visible Air unit, as seen on the Air Max 1, its Elephant print running across the upper and the creation of the Jumpmanlogo. Combined with MJ's exceptional feats on court and his new title of All-Star Game MVP, the shoe was an immediate hit and managed to convince His Airness to stay at Nike. It marked the start of a long partnership between Jordan and Hatfield, which continued the following year with the Air Jordan 4. From the late 80s until the beginning of 2000s, the player's signature silhouettes kept dazzling his fans. Today, with the retro trend, several of those shoes are being brought back up to date, starting with the hugely popular Air Jordan 1 Mid and designs made with artists such as Virgil Abloh for Off-White.
NIKE DUNK & DUNK LOW
In the early 80s, the basketball shoe market was largely dominated by Adidas and Converse. Adidas thanks to exclusive contracts with legendary players such as Kareem Abdul Jabbar, and Converse, which held an almost complete monopoly with the All Star Chuck Taylor. In 1985, Nike, until then known for running models such as the Waffle Trainer and the Cortez, decided to take on the hardwood. It called on Peter Moore, the footwear designer who created the Nike Dunk. The name comes from the spectacular move where a player jumps high enough to slam the ball into the hoop without letting go of it. The goal was to equip the players of the biggest college basketball teams. An exclusive contract was signed between the brand and the following universities: Iowa, Syracuse, St. John, Kentucky, Georgetown, Michigan and UNLV. Seven pairs of Nike Dunk High were therefore presented in the Be True To Your School pack. Over the years, the skateboard community took the model over, thanks to its flat sole and grippy outsole that make tricks easier without wrecking the sturdy upper. Its accessible price made it a must-have for every skateboarder. Launched a few years later, the Nike Dunk Low enjoyed strong popularity in the early 2000s thanks to the editions Nike SB in collaboration with Supreme or Jeff Staples. It took until 2020 for the Dunk to be reborn through popular, emblematic names such as Skate like a Girl and the artist Travis Scott.
NIKE MIND 001
In 2026, Nike takes a radical turn with the launch of a brand-new silhouette: the Nike Mind 001. The first sneaker to come out of a collaboration between the brand's design teams and its biomechanics research labs, the Mind 001 is not simply a new pair — it is a piece of science you wear on your feet. For this silhouette, Nike developed a completely rethought cushioning system, built from data gathered across thousands of strides to deliver ground feedback unmatched in lifestyle footwear.
The sole features a new-generation foam whose energy return was until now reserved for high-end competition running shoes. The upper uses lab-developed materials that adapt dynamically to the shape of the foot. The result is a sneaker that pushes the limits of what a lifestyle pair can offer in performance and comfort.
AIR MAX
In 1986, Tinker Hatfield, freshly graduated in architecture from the University of Oregon , joined the Nike stable to design new models. It was on a trip to Paris that the young Tinker found the inspiration for the silhouette that would revolutionise the industry: the Air Max. The structure of the George Pompidou center, its colour scheme and its frontage of transparent tubing were the main inspirations behind the legendary Air Max 1 OG White Red marketed in 1987. The range would not evolve until 1990 and the emblematic Air Max 90 and its Infrared colourway. Today both models are the subject of highly prized collaborations with the store Patta or the range Nike Off White.
NIKE MIND 001
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