Nike Logo History Review, part 2
Posted on January 9, 2009
Filed Under Brands history, Nike Shoes
Jeff Johnson was a sportsman too, that is why it was he who understood that to sell sports shoes at a profit one needs to take a highly individual approach to every customer. He databased all professional sportsmen and then called them to ask what sports shoes brands they preferred most of all and what were the drawbacks of these sports shoes if there were any.
He also inquired after sportsmen’s preferences in sports shoes and in the majority of cases offered them to try on Blue Ribbon sports shoes. Soon the company succeeded to set up its first store in Santa Monica, a city in California. In the year 1968 Blue Ribbon Sports brand released sneakers with nylon upper and one year later Blue Ribbon Sports company was gaining 1 million dollars’ profit worth the product per annum.
In the early 1970s Onitsuka company’s head informed Blue Ribbon Sports company that he wanted to do a share buyback. Blue Ribbon Sports company was faced with the difficult choice: to agree to the buyback or to find itself in deep water due to the appreciation of Onitsuka sneakers that were used by Bowerman as a material for Blue Ribbon sports shoes.
The entrepreneurs decided to borrow a pretty huge sum of money to set up their own works. To manufacture the sports shoes the future Nike company needed a logo. It was designed by Caroline Davidson for an absurd fee of 35 dollars who was at that time a student at the University of Portland. Nowadays Nike brand’s logo is still the same. It symbolizes the wing of Nika – the Greek goddess that Jeff Johnson dreamed about at the beginning of his career. The logo was named Swoosh.
Phil Knight is said to have given Caroline Davidson a golden ring with an engraved Swoosh logo as a keepsake in return for what she had done. In addition, Caroline Davidson received Nike company’s shares. That is how Nike logo was devised.
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