Nike Logo History Review, part 1
Nike brand history is inseparably connected with Phil Knight, a middle-distance runner in the team of the University of Oregon, and his coach Bill Bowerman. In 1940s US made sports shoes cost as little as 5 dollars, but the quality of these shoes was lacking. Bill Bowerman understood that no good sports results could be achieved with an outfit of poor quality on, but shoes of high quality of German made cost six times as much.
It was then that the coach decided to design sneakers and Phil Knight was one of those who at first hand tested the quality of the sports shoes. At that time he was studying at Stanford University to receive his MBA. Once he was assigned a task to work out an effective marketing strategy, as well as to outline a marketing plan. It was then that a new idea of establishing sports shoes manufacturing company occurred to him.
In the year 1963 Phil Knight went to Japan to conclude the contract with Onitsuka factory for the sales of high-quality Tigers sneakers in the USA. Phil Knight is said to come up with the idea to give his company Blue Ribbon Sports name right during the negotiations with the Japanese when he introduced himself as a representative of an American Blue Ribbon Sports sneakers distributor who was interested in marketing Japanese sports shoes in the USA.
Phil Knight and Bill Bowerman managed to buy only 300 pairs of Japanese sneakers. Some of them they simply took to pieces to improve their design. One year later having sold a lot of sneakers, the company Blue Ribbon Sports got 8,000 dollars’ worth of the product and placed an order with Onitsuka factory for a new lot of goods again.
Later on the company took Jeff Johnson as a sales manager on. It was he who came up with the idea to rename the company Nike, having had a dream about Nika, a Greek goddess of victory. Moreover, Jeff Johnson was the first who laid down the foundations of CRM system of the company. To be continued…
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