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Nike
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NIKE, REFERENCE BRAND OF THE SNEAKER
BILL BOWERMAN AND PHILIP H. KNIGHT, THE SUCCESS STORY NIKE
When we talk about Nike we think directly of a powerful and committed brand, but above all of a logo recognizable among thousands. In 1964, while the sportswear and sports equipment market is largely dominated by German companies, American William J. Bill Bowerman and Philip H. Knight decided to join forces to found a sports brand capable of competing with the many European competitors. Philip Knight, an accountant by training and a long-distance runner, then teamed up with Bill Bowerman, coach of the Oregon athletics team, to create a less expensive brand, accessible to athletes. Nike will be called first Blue Ribbon Sports. Bowerman serves in particular as a technical advisor within the firm and uses his position as a trainer to test products directly with athletes. In 1965 they are both joined by Jeff Johnson, full-time salesman, it is he who will establish the company's guideline, which is still relevant today: being as close as possible to the athlete and their needs. He will also be the author of the name Nike, directly inspired by the goddess Nike, symbolizing victory and determination.
BASKETBALL NIKE : WHEN SWOOSH BECOMES ICONIC
Nike is imagined by athletes, for athletes. This is how the brand differentiates itself and makes its way to the level of its biggest competitors: Adidas or even Puma. Its logo, the classic Swoosh, is considered one of the most striking and successful in marketing and communication. For the record, it was created by a graphic arts student, Carolyn Davidson, for the modest sum of 35 dollars. He has now brought in billions for the company!
At the origin of the greatest sneaker classics with silhouettes like the Air Force, the React Element or even the Air Max, the comma brand continues to reinvent itself for our greatest happiness.
COLLABORATIONS NIKE OF CHOICE: TRAVIS SCOTT, NOCTA, JACQUEMUS AND CORTEIZ
Nike is undoubtedly one of the most popular and influential companies of our time. The brand at Swoosh is today a symbol of creativity and performance, particularly thanks to its influential and talented ambassadors. Among them we can cite the world-famous rapper Travis Scott, the child of Houston continues to collaborate with the brand by revisiting emblematic models such as the Nike Air Force 1 or the Air Jordan 1. His Canadian counterpart, Drake, went even further by creating the sub-label NOCTA at Nike. Through this subdivision, the artist from Toronto revealed the Hot Step Terra and the Glide in several variations.
The strength of Nike rests in the plurality of its muses where all forms of art are represented with creators like Jacquemus, Sacai or the luxury house Tiffany. Lately, the Swoosh brand even collaborated with the British label which has made a lot of noise in recent months, Corteiz, around three new colors of the Air Max 95. And this collaboration could continue in 2024 on the Air Trainer Huarache.
Nike is not only a brand offering sporting goods, it is an entity that influences sport, the world of sneakers and that of luxury. Between personalization program with Nike by You, immersive experience with the Paris On Air, the American giant places its consumers at the center of its values. Nike was able to be the first to undertake and continues to innovate to always remain the leader in its sector.
AIR JORDAN : HIS AIRNESS SHOCKS THE WORLD OF SNEAKERS
In 1985, the brand of Beaverton decides to sign an exclusive contract with a young rookie from the University of North Carolina, Michael Jordan. This will give rise to the largest collaboration between an athlete and an equipment manufacturer, the range Air Jordan. To make the world of collaboration a reality, the teams of Nike call on Peter Moore, an American footwear designer who designed the same year the Nike Dunk for the pack Be True to Your School intended to accompany the feet of players from the best university basketball teams like those of Iowa, of Syracuse or even Kentucky. The Air Jordan 1 High and the Air Jordan 1 Low come into being. They stand out from the Dunk thanks to their taller and sharper silhouette, their logo Wings and their capsule Air hidden under the sole for comfort and revolutionary cushioning at the time. The colors OG launches such as the Chicago, the Bred or even Neutral Grey will have a phenomenal success and are today true relics for collectors around the world. The collection is distinguished by the pace of model release. Indeed, for each season NBA, a model Air Jordan was revealed at the start of the year. In 1986, Nike appeals to Bruce Kilgore, creator of the iconic Nike Air Force 1 to design the Air Jordan 2. The second signature model is more luxurious, entirely designed in Italy and adorned with premium leather. Unfortunately too expensive for the time, the model did not find its audience and was considered the Jordan the most unloved. This small decline impacts Michael Jordan who wants to leave Nike for another equipment manufacturer but the Beaverton brand calls on the man who will change the image of the firm forever, Tinker Hatfield. The latter mainly focuses on the player's requests for Chicago Bulls and seeking to provide him with design both comfortable and high quality. From this collaboration will be born the Air Jordan 3 in 1987, a true aesthetic and technological revolution due to its bubble ofAir apparent as on the Air Max 1, sound Elephant Print which runs through the upper and the creation of the logo Jumpman. Coupled with M.J's exceptional technical prowess on the field and his new title of All-Star Game MVP, the sneaker will experience dazzling success and will manage to convince His Airness to stay at Nike. This marks the start of a long collaboration between the duo Jordan and Hatfield. The combination continued the following year with the Air Jordan 4. From the end of 80s until the beginning of 2000s, the player's signature silhouettes will continue to amaze his fans. Today thanks to the retro trend, several shoes from yesteryear are being brought up to date like the very popular Air Jordan 1 Mid or even designs in collaboration with artists like Virgil Abloh for Off-White.
NIKE DUNK & DUNK LOW
In the early 1980s, the basketball shoe market was largely dominated by Adidas and Converse. Adidas, thanks to its exclusive contracts with legendary players like Kareem Abdul Jabbar, and Converse which almost had a monopoly on the market thanks to All Star Chuck Taylor. It was in 1985 that Nike, initially known for its models running such as the Waffle Trainer and the Cortez, decides to tackle the parquet floors. She calls on Peter Moore, footwear designer who designs the Nike Dunk. Its name comes from the spectacular movement where the player jumps high enough to perform a tap dance in order to bring the ball into the hoop of the basket without taking the ball out of his hand. The objective? Support players from the biggest university basketball teams. An exclusive contract is then signed between the equipment manufacturer and the following universities: Iowa, Syracuse, St. John, Kentucky, Georgetown, Michigan and UNLV. Seven pairs of Nike Dunk High are therefore presented within the Be True To Your School pack. Over the years, the skateboard community reappropriates the model thanks to its flat sole and its grippy outsole which facilitates tricks without damaging the robust upper. Its accessibility makes it a must-have for all skateboard enthusiasts. Launched a few years later, the Nike Dunk Low will experience strong popularity at the start of the 2000s thanks to the editions Nike SB in collaboration with Supreme or Jeff Staples. We will have to wait until 2020 to see a renaissance of Dunk through popular and iconic entities like Skate Like a Girl or even the artist Travis Scott.
NIKE MIND 001
In 2026, Nike makes a radical shift with the launch of a new silhouette: the Nike Mind 001. First sneaker resulting from a collaboration between the teams of design and the brand's biomechanical research laboratories, the Mind 001 isn't just a new pair — it's a scientific breakthrough worn on feet. Nike has developed a completely redesigned cushioning system for this silhouette, designed from data collected over thousands of strides to offer unrivaled ground response in the world of lifestyle footwear.
The sole incorporates a new generation foam with energy restitution properties previously reserved for racing shoes. running high-end competition. The upper uses materials developed in the laboratory which dynamically adapt to the morphology of the foot. The result is a sneaker that pushes the boundaries of what a pair lifestyle can deliver in terms of performance and comfort.
AIR MAX
In 1986, Tinker Hatfield freshly graduated in architecture the University of Oregon joins the stable Nike to design new models. It was during a trip to Paris that the young Tinker found his inspiration for the silhouette that would revolutionize the industry: the Air Max. The structure of George Pompidou Center, its color code and its front made of transparent tubes will be the main inspirations for the legendary Air Max 1 OG White Red marketed in 1987. We had to wait until 1990 to see the evolution of the range with the emblematic Air Max 90 and its color Infrared. Today both models are the subject of very popular collaborations with the store Patta or the range Nike Off White.
NIKE MIND 001
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