Nike Brand History
Discover the story of one of the world’s most successful sportswear companies. Explore key moments, milestones and releases from Nike’s history.
1957 - 1970
1957
Phil Knight, a sports journalism student at the University of Oregon, starts to run middle distance for the University’s track team under the direction of coach Bill Bowerman. Knight and Bowerman both identify issues with American made athletic shoes, and find lighter, higher performance shoes being made in Japan.
1961
After serving for a year in the army following his time at the University of Oregon, Knight attends Stanford Graduate School where he writes a paper exploring whether Japanese made sports shoes could displace the German made market leaders at the time, Adidas and Puma.
Knight believes that lighter weight, lower cost shoes could have the same impact on the sports shoes market that Japanese made cars had on the automobile market.
1962
Upon graduating from Stanford, Knight sets off on a trip around the world. During his travels to Japan, he is introduced to the Tiger brand of running shoes that are being manufactured by the Onitsuka Company in Kobe.
Impressed with the quality and low cost of the shoes, Knight talks his way into a meeting with Kihachiro Onitsuka, the head of the company, and is able to strike a deal to begin exclusively importing the shoes into the US.
1964
Having received his first shipment of Onitsuka Tigers, Knight sends a few pairs to his former coach at the University of Oregon, Bill Bowerman. Bowerman is equally impressed with the shoes and the two men agree to work together to develop the products and sell them into the American market. Knight and Bowerman form a company with a handshake agreement which they call Blue Ribbon Sports (BRS).
1965
Initially selling their products face to face at track meetings across the North West US, the Tiger brand shoes imported by BRS gain in popularity within the athletics community, and the company racks up an impressive $20,000 worth of sales.
1966
Due to the continued growth of the company, BRS opens its first retail store in Santa Monica. Opening this store is a significant move, taking BRS from being a distributor to having a physical retail presence, representing a key shift in the company’s business model from mail-order sales and direct selling at track meets to traditional retail.
The store is relatively modest, reflective of the company's limited resources, functioning as both a retail space and a warehouse. As BRS grows and evolves, the significance of this first store becomes part of the company's lore, symbolising the humble beginnings and entrepreneurial spirit of the Nike founders.
1969
The success of Onitsuka Tiger in the US market means that Phil Knight is able to quit his job as an accountant and start working full time at Blue Ribbon Sports. Knight signs a new 3 year deal with Onitsuka, renewing BRS’s exclusive rights to distribute the Tiger brand shoes in the US.
However, cracks start to appear in the relationship between the two companies. BRS becomes concerned that only supplying Tiger brand shoes will limit its ability to expand, while Onitsuka considers relying solely on a small and relatively new company may not enable it to break into the US market on the scale it would like. This leads to Onitsuka starting discussions with rivals to BRS about selling their shoes in the US.
BRS had been working on design for its own model, which it initially called the ‘Aztek’. After turning down a deal to give Onitsuka a 51% controlling stake in the company, BRS starts to fast-track development of the shoe, finding new manufacturing partners in Asia.
1970
With sales increasing, BRS looks to expand its product line beyond Onitsuka Tiger products and takes on more staff. The company also continues work to develop its own range of running shoes.
Experimenting by pouring rubber into his wife's waffle iron, Bowerman creates the first waffle sole; an innovation that changes running shoes forever.
1971 - 1980
1971
BRS changes its name to Nike, named after the Greek goddess of victory. The famous Swoosh logo - that will one day become one of the world's most valuable trademarks - is created by Carolyn Davidson, a design student at Portland University, for a fee of $35.
Phil Knight told Davidson that he wanted a logo that conveyed motion and that would look good on a shoe, and that represented the speed and dynamic nature of his products.
Davidson presented several designs to Knight and his team, and they eventually selected the Swoosh. Knight wasn't immediately fond of the design but reportedly said, "I don't love it, but it will grow on me."
1972
The first version of what would become the Waffle Racer, nicknamed the 'Moon Shoe' is released with the first Swoosh logo. Pairs are handed out to athletes competing in US Olympic trials.
The Nike Aztek is renamed to Cortez due to trademark issues with the original name, and is released during the Mexico Olympics. The Cortez represents the culmination of Nike's track shoe development up to this time, and is the first to feature foam for cushioning.
Since it was first released, the Cortez has become a cultural icon, transitioning from track to street. It has developed into a popular casualwear item amongst various subcultures, due to its classic, versatile design and its status as a symbol of West Coast style, although has been associated with gang culture in some regions.
The shoe has been released in a huge number of colourways and materials over the years, including the pair made famous by the movie Forrest Gump.
1973
The popularity of Nike shoes among runners is growing. With the success of the Cortez and other similar models, Nike starts to become a well-known name in the running community.
The company also begins to invest more in advertising and marketing campaigns to reach a broader audience. This includes print advertisements in sports and fitness magazines, which help to increase brand visibility.
Nike starts to build stronger relationships with athletes, offering them sponsorships and using their feedback for product development. These early endorsements are crucial in establishing Nike's reputation for creating shoes that met the specific needs of athletes.
As well as targeting the running shoe market, Nike launches the Blazer basketball shoe. Named after the Portland Trail Blazers, Nike’s local NBA team, the shoe is worn by NBA player George Gervin, known as “The Iceman” due to his talent for scoring ice cold dunks. The shoe puts the Nike brand into the consciousness of basketball fans for the first time.
1974
The Nike Waffle racer is released, using a sole inspired by Bill Bowerman's original waffle like creation. It is incredibly popular and becomes the best selling running sneaker on the market.
Building on its increasing popularity, Nike further expands its product lineup, introducing more models and variations. This expansion is part of the company's strategy to offer a wide range of athletic shoes catering to different sports and consumer needs.
1976
Nike releases the Elite, a running shoe known for its lightweight design and enhanced cushioning. The Elite quickly becomes popular among runners for its comfort and performance, and it features the distinctive waffle outsole, which by this point has become a trademark of Nike's running shoes.
The brand’s marketing continues to focus on the technical aspects of its shoes. Nike also continues to expand its retail presence with more retailers carrying its products. As well as this, the company starts to think about its own branded stores.
1977
Nike launches its “There is no finish line” ad campaign to tap into the psyche of runners. The ad features messaging that correlates a runner’s desire to keep on running and improving with Nike’s commitment to continue to develop and improve its products.
The campaign is successful, and along with Nike’s continued product expansion, helps the company to achieve a fivefold increase in revenue over the next two years.
1978
Nike debuts the Tailwind, the first shoe to include air pockets in its outsole. The adoption of this new air sole technology represents one of the most significant developments in sports shoe history. The Tailwind is first used by runners during the Honolulu Marathon in Hawaii and throughout the season, before going on sale to the public in the following year.
Nike's aggressive and innovative marketing strategies continue to help it grow quickly and it officially becomes an international company with the establishment of its first overseas subsidiary in Canada.
1979
Nike Air technology, one of the brand’s most famous innovations, is made available to the public for the first time.
NBA star Magic Johnson turns down a deal from Nike that would give him shares in the company. He instead opts for a $100,000 a year deal with Converse, one of the market leaders of basketball footwear at the time. Had he signed with Nike, the deal would have netted Johnson an estimated $5 billion over the coming decades.
1980
The success of the previous years, particularly the popularity of the Nike Air technology, helps the company to achieve a significant increase in sales, achieving a 50% share of the athletic shoe market in the US. The Nike brand is becoming increasingly recognised not just for its performance athletic products, but also for its cultural impact.
Nike makes the decision to go public, offering shares on the New York Stock Exchange, with an initial public offering (IPO) in December. While Nike had already started expanding internationally, the IPO provides the resources needed to accelerate this expansion and allows it to focus more on growing its presence in international markets.
1981 - 1990
1981
Nike releases the 3-Pointer, a canvas basketball shoe, in both low and high top variations. While running shoes continue to represent the largest part of the business, Nike is also seeing steady growth in other sports such as basketball and tennis.
With the influx of capital from the IPO, Nike is able to invest heavily in R&D as well as marketing, helping it to develop innovative products and promote them aggressively. It also began to expand into athletic apparel to complement its shoe business.
Part of this expansion includes the release of the Nike Lava Dome, a shoe designed for hiking and trail use. Its first foray into the outdoor market with the Nike Hiking range lays the foundations for what will later become Nike ACG (All Conditions Gear).
1982
Nike continues to expand internationally, becoming a significant player in the worldwide athletic shoe market.
The Air Force 1 is released and is the first basketball shoe to use air in the sole. Since first being reissued in 1986, the Air Force 1 has evolved into an iconic sneaker, with thousands of variations released over the years in both high and low tops, and a wide range of colours and materials.
Nike also releases the Internationalist, a shoe designed for long distance runners. First seen at the New York City Marathon, the model would develop a reputation as one of the world's best long distance running shoes.
1983
The Air Pegasus is launched as an accessible running shoe suitable for all runners. The Pegasus line will become one of Nike’s most successful running models, seeing an updated version released annually and expanding to include variations designed for trail running and including GoreTex fabrics. While the Pegasus line continues to evolve through the years, the original models were re-released in a range of colourways in the 2010s as vintage running lifestyle sneakers.
Following the success of the Air Force 1, Nike also focuses on enhancing its offerings in the basketball segment, capitalising on the growing popularity of basketball shoes both on and off the court.
1984
The Air Jordan 1 is produced exclusively for Michael Jordan after Nike successfully signs him to a groundbreaking sponsorship deal, beginning what will become one of the biggest sports partnerships of all time.
Jordan is the first NBA rookie to have his own shoe, signing to Nike before he even played in the NBA, and setting new boundaries for sponsorship deals between athletes and brands. The story of the deal that gave birth to the iconic Air Jordan 1 would later be told via the film “Air” released in 2023, starring Matt Damon as Sonny Vaccaro, the Nike basketball consultant who brokered the deal, and Ben Affleck as Phil Knight.
While developing the Jordan 1, the prototype named the Air Ship was banned by the NBA for not including enough white. Nike paid the $5,000 per game fines that were handed to Jordan for wearing the red and black shoes, considering them good value for the exposure generated.
Away from basketball, the Nike Mac Attack tennis shoe is released. Designed specifically for John McEnroe, the shoe initially had a short lifespan, before being re-released in 2023.
1985
The Air Jordan 1 goes on sale to the general public and is a hit, catapulting Nike to the top of the basketball shoe market and beginning an era of significant growth for the company.
Building on this success, Nike releases its Dunk basketball shoe. The model has become a staple of casual streetwear over the years, released in a huge range of colourways and materials in low, mid and high top versions, including a number of limited additions sought after by collectors.
1986
Nike releases the Air Sock Racer. A groundbreaking design for its time, the shoe features a minimalist, sock-like design and lightweight structure. Its unique aesthetics and comfort later gained a cult following.
Following the success of the Air Jordan 1, the Air Jordan II was released. Nike continues to see significant growth thanks to its creative marketing campaigns, product innovation and expansion into new markets.
1987
The first Nike Air Max shoe is released. Designed by Tinker Hatfield, the Air Max 1 revolutionises sneaker design with its visible Air-Sole unit in the heel, a first-of-its-kind feature.
The Air Max 1 began the Air Max series, which would become one of Nike's most iconic and enduring lines, known for its technology and style and is the first shoe to feature a visible air pocket. The TV advert for the Air Max 1 was the first in history to use a Beatles track, “Revolution”.
Alongside the Air Max 1, Nike also releases the Air Windrunner, a running shoe designed for comfort, and the Air Safari, a lifestyle sneaker with a bold design featuring ostrich print. The Air Safari helped to further establish Nike within the growing casual and lifestyle sneaker market.
The Air Trainer 1 is released as a sneaker that could be worn for a range of activities rather than just one sport, in order to reduce injury caused by unsuitable footwear. The shoe becomes popular with tennis players, catapulting Nike into the tennis market.
1988
The very first campaign featuring the now iconic slogan “Just Do It” launches. The slogan was inspired by serial killer Gary Gilmore's last words “Let's do it” before he was executed by firing squad in 1977.
The Air Jordan 3 is released, and sees the famous 'Jumpman' logo used for the first time, while Nike also signs a young tennis player named Andre Agassi.
Nike also introduces its ACG (All Conditions Gear) range for the first time with the release of the Pegasus ACG. Designed for outdoor enthusiasts, the ACG range develops over the years by combining technical fabrics and performance with streetwear friendly design.
1989
The Air Jordan IV is released, and proves to be popular in both basketball and lifestyle markets. The model will become a favourite amongst Air Jordan fans, released in various highly sought after colourways over the years.
Nike releases the Air Tech Challenge tennis shoe. The shoe is promoted by Andre Agassi whose vibrant personality is used to market the colourful shoe.
1990
Originally called the Air Max III, what will later be known as the Air Max 90 is released for the first time. Designed by one of Nike's most famous designers, Tinker Hatfield, the shoe builds on the success of its Air Max predecessors and features a larger Air-Sole unit and a striking new design. The Air Max 90 becomes one of the most iconic sneakers in the Air Max series following its relaunch in 2000.
Now firmly established as a global leader in the sports apparel industry, Nike continues to expand its international presence. The company's success necessitates further investments and new strategies for logistics, research and development, marketing, and global supply chain management.
Nike also opens its first retail store in Downtown Portland, Oregon, close to its headquarters in nearby Beaverton.
1991 - 2000
1991
The Air 180 is released and features a visible air unit that wraps around the sole of the shoe, giving 180 degrees of air. The model featured Michael Jordan in its advertising, using the running shoes as an alternative to basketball sneakers.
Nike also releases the Air Huarache which becomes incredibly popular with runners and quickly crosses over into mainstream casual wear. The groundbreaking, paired back design features neoprene inspired by wetsuits.
Nike ACG releases a spin on the Huarache design in the form of the Air Mowabb. The shoe was designed as a multi-purpose trail shoe that combined ruggedness with comfort, and would see a resurgence in the 2010s, including a collaboration with Commes de Garcons.
NBA Star David Robinson signs with Nike and the Air Command Force, his signature shoe, is released. Meanwhile, the Air Jordan VI releases and is worn by the player as he wins his first NBA Championship.
In the clothing space, Nike introduces its FIT (Functional Innovative Technologies) line, a range of apparel designed to improve athlete performance. The line will see a number of innovations introduced over the years, including Dri-FIT which helps to wick sweat and keep athletes cool, and Therma-FIT which enables athletes to perform in low temperatures.
1992
Despite not being an official sponsor of the Barcelona Olympics, Nike's clever marketing strategies, including advertisements and athlete sponsorships, allow the brand to have a prominent presence at the event.
The release of the Air Jordan VII also coincided with the Olympics, where Michael Jordan wore them while playing for the "Dream Team," the U.S. basketball team. This model was lighter and featured a more colourful, Huarache-inspired design.
The Nike Grind initiative begins as a programme to repurpose old sneakers headed for landfills. Nike continues to develop the Grind initiative over the years, recycling scrap materials and recovering materials from old sneakers into new products as it works towards a goal of zero waste.
1993
The Nike Air Max 93 is released, featuring a new Air Max technology with a fully visible Air-Sole unit that is wrapped around the heel. This design enhances cushioning and becomes a distinct visual feature of the shoe.
While the company continues to see financial success, it also faces increased competition in the athletic footwear market and some PR challenges regarding labour practices in its overseas factories. Building on earlier work, Nike begins to take concrete steps towards addressing these issues, including efforts to improve conditions in factories and initiatives to make its production process more environmentally friendly.
Nike also signs tennis player Pete Sampras. Joining Agassi as a Nike athlete, the brand’s marketing plays on the different styles and personas of the two stars, which is reflected in their signature clothing ranges.
1994
To coincide with the USA 94 FIFA World Cup, Nike enters the football (soccer) market with the Tiempo boot. Recognising the sport's immense global popularity, Nike begins to invest heavily in developing football specific apparel and footwear lines, sponsorships of teams and players, and marketing efforts targeted at fans worldwide.
As Michael Jordan retires from basketball for the first time, the Jordan line of shoes continues with the Air Jordan X released alongside other popular models including the Air Swift and Air Force Max.
Nike signs a 13 year old Roger Federer, spotting the potential of the young Swiss tennis player. In years to come Federer will become one of the most successful tennis players of all time, inking a contract with Nike worth around $10 million annually.
1995
The now iconic Air Max 95 is released with a design considered revolutionary at the time. The original gradient grey colourway featured contrasting neon yellow in the multiple air units and lace loops with a ripple design by Nike ACG designer Sergio Lozano.
Meanwhile, the Tinker Hatfield designed Air Jordan XI launches, featuring patent leather for the first time on a basketball shoe, a carbon fibre spring plate and a translucent sole.
Continuing its growth in the football market, Nike signs high profile players including Brazil’s Ronaldo Nazário and Italy’s Paolo Maldini.
1996
US golfer Tiger Woods signs a sponsorship deal with Nike on turning pro that will see him promoting Nike equipment, apparel and releasing a signature golf clothing and footwear line.
Taking its first steps into footwear that mimics the natural motion of the foot, Nike releases the Nike Air Rift, a unique split toe design that was developed with input from the Kenyan running team. The Air Rift proves to be incredibly popular with the public, and is released in a wide range of colourways over the next few years.
The distinctive Nike Air More Uptempo launches and is worn by Scottie Pippen of the Chicago Bulls in one of their best seasons. Created by Nike’s first black designer, the shoe would remain popular over the years and see a collab version with Supreme launch in 2017.
Nike further expanded its presence in the global football market by signing sponsorship deals with various national teams including Brazil. It also establishes its Montebelluna facility, specifically for developing football products, and releases the first boot to use air technology, the Air Rio Zoom.
Nike also begins a partnership with cyclist Lance Armstrong. Armstrong's relationship with Nike was not just about endorsing products; it also involved collaborations on cancer awareness and fundraising initiatives, most notably through the Livestrong Foundation.
1997
The iconic Air Max 97 is released in original 'Silver Bullet' colourway, featuring a full length visible air sole. The shoe continues the legacy of the Air Max series, becoming a sought after model in the years to come.
The brand also continues to innovate with the release of the Foamposite One basketball shoe that features Nike’s Foamposite technology for a durable and seamless construction.
1998
Nike is a major sponsor of the 1998 FIFA World Cup in France as part of its aggressive strategy to dominate the global soccer market. Nike is the official kit supplier for several teams, including Brazil, and also introduces the Mercurial boot, a revolutionary design made specifically for Brazilian star Ronaldo.
Away from football, Nike continues to face increasing public scrutiny over labour practices in its overseas factories. The criticism leads to increased efforts by Nike to address these issues, including implementing more rigorous labour standards and engaging in more transparent corporate practices. Phil Knight commits Nike to a set of standards that include minimum wage and education programmes for people working in its manufacturing facilities.
A slump in sales, particularly in the Asian market, sees Nike announcing its first-ever major layoffs, cutting approximately 7% of its workforce at the time.
Nike releases the Air Max Plus for the first time, featuring a distinctive upper and Air Max sole. A hit for the brand, the shoe will remain in production for years to come.
Meanwhile, In his final game for the Chicago Bulls in the NBA Finals, Michael Jordan debuts the Air Jordan XIV.
1999
One of Nike’s co-founders, Bill Bowerman, passes away at the age of 88.
NikeTown opens in London's Oxford Street and following redevelopment in later years becomes the largest Nike store in the world.
The Air Presto, known for its minimalist design and comfort, is introduced. Labelled as a "T-shirt for the foot," the Air Presto has a sock-like upper and is originally released using flexible clothing style sizing.
Nike continues to innovate within the Air Max line by introducing the "Tuned Air" system, an advancement in the cushioning technology. The Air Tuned Max shoe features a futuristic design and becomes popular for its comfort and unique aesthetic.
NikeiD, which will later become Nike By You, launches. It enables customers to design and purchase customised trainers by selecting individual colours, materials and bespoke elements for various components of the shoes.
2000
Nike introduces 'Shox' shoe technology after 16 years of research. Using small rubber columns, Shox act like springs by absorbing impacts when running and returning the energy to the runner. Vince Carter wears a pair of Shox BB4 sneakers at the Olympics, famously dunking over 7ft Frederic Weis.
The company also starts to focus more heavily on its digital presence. Nike enhances its e-commerce platform, recognising the growing trend of online shopping and the importance of digital channels in reaching consumers.
The Nike Air Woven launches, initially in Japan, and sells out immediately. Featuring a hand woven upper and Zoom air unit, the woven style has since been used on a variety of special editions of other Nike models.
2001 - 2010
2001
Nike launches the Air Monarch, a training shoe known for its durability and comfort. Popular as an all-around athletic shoe, the ‘dadcore’ sneaker gains a reputation over the coming years for its wide appeal among different age groups, including both mainstream customers and streetwear enthusiasts.
Nike releases the Air Hyperflight, an ultra lightweight basketball shoe and one of the first to embrace a more minimal approach within the genre, moving away from bulky designs common at the time. The Jordan XI sees a retro re-release, while a linen edition of the Air Force 1 launches as Nike begins to move increasingly into producing limited and experimental boutique releases of its most popular sneakers.
2002
Nike founds the Nike SB (Nike Skateboarding) brand to get into the fast growing skateboarding shoe and clothing market, and releases the Nike SB Dunk Low. The brand has since grown to be one of the market leaders with a comprehensive range of products. Nike SB has a full team of pro athletes with signature lines and regularly releases sought after limited editions, including SB variations of popular silhouettes such as the Dunk and Jordan IV. To help bring attention to the SB line, Nike collaborates with streetwear brand Supreme for the first time and releases a pair of SB Dunk models. The launch is the start of a number of collabs between the brands over the coming years.
Another move into the alternative sports market sees Nike buying the surf and adrenaline sport focused brand Hurley.
2003
Nike buys Converse for $309 million, allowing it to diversify its portfolio and tap into the heritage and lifestyle segment of the sneaker market. Nike would later use some of its own technologies to create updated versions of the famous Converse All Star range of sneakers.
LeBron James, the NBA's number one draft pick, signs with Nike. The Nike Air Zoom Generation, LeBron's first signature shoe, is released and is popular for its performance and style.
Nike also signs Christiano Ronaldo, beginning what will become a long-standing partnership between the sportswear brand and rising star. Meanwhile, Wayne Rooney becomes a Nike athlete after previously endorsing Umbro, and is seen wearing the new Total 90 II boot. In tennis, Serena Williams signs a five-year, $40 million endorsement deal with Nike.
Nike continues to appeal to sneakerheads with releases including the SB Dunk Low Pro “Paris,” a part of the Nike SB City Series. The shoe featured artwork by French painter Bernard Buffet.
2004
Phil Knight retires as Nike’s CEO, and is replaced by William Perez. Knight remains as chairman at the company.
Nike introduces 'Free' shoe technology which uses highly flexible soles designed to allow feet to move as they would naturally to strengthen the foot and minimise injury, and was inspired by athletes who trained by running barefoot.
Teaming up with workwear brand Carhartt, Nike releases the Dunk Low Pro SB ‘Carhartt’, as well collaborating with skate brand HUF to release the HUF x Dunk High SB ‘Tie-Die’. Iconic models such as the Air Max 1 and Air Jordan IV also see retro releases in new colourways.
The Air Zoom Huarache 2K4 basketball shoe is released and is worn by a recently signed Kobe Bryant.
2005
Nike signs tennis star Maria Sharapova. Already a major force in women's tennis and a Grand Slam champion, Sharapova's deal with Nike represents a significant addition to the brand’s roster of tennis athletes. In the same year, men’s tennis player Rafael Nadal signs with Nike in a move that will see a signature clothing line created, featuring the Spaniard’s personal bull logo.
As the Air Jordan line turns 20, the Air Jordan XX is released featuring a unique construction with a strap across the midfoot and storytelling elements in its design.
Elsewhere, Nike continues to address issues related to corporate social responsibility, especially focusing on improving labour practices in its supply chain by implementing stricter standards and more transparent policies regarding how its products are manufactured.
Tim Cook, who will later become the CEO of Apple, joins the Nike board. The two companies will work together to provide digital fitness experiences over the coming years.
Touch of Gold, a Nike ad featuring Brazilian footballer Ronaldhino, becomes the first video to reach 1 million views on YouTube.
2006
Developed in collaboration with Apple, the innovative Nike+ technology is launched. It allows runners to track their distance, speed and time, as well as other performance metrics. Initially using an in-shoe sensor that communicated with their iPod or iPhone, Nike+ would later transform to an iPhone and Apple Watch GPS app.
Nike is a major sponsor of several teams and high-profile players at the FIFA World Cup in Germany. This sponsorship is part of Nike's ongoing strategy to further strengthen its position in the global football/soccer market.
This year sees Kobe Bryant’s first official shoe, the Air Zoom Kobe 1 is release, kicking off what will become one of Nike’s most popular signature series.
Hype continues to build around the SB line as the 'Pigeon' Dunk is released, causing a stir with crowds and even police presence at some stores. It featured a unique grey and orange colorway and a pigeon graphic, becoming a highly sought-after model among collectors, and marking a pivotal moment in modern sneaker culture.
Innovation also continues within the Air Max range with the release of the Air Max 360, a shoe that features the first full-length Air unit without any foam midsole.
2007
Nike makes significant strides in its sustainability efforts. This includes the introduction of more environmentally friendly materials in its products and the implementation of sustainable manufacturing processes.
To celebrate the 25th anniversary of the Air Force 1, Nike launches the '07 model. This sneaker honours the original design while incorporating slight updates for modern comfort and style. The "What the Dunk" model of the Nike SB Dunk Low is also released, featuring a unique design that combines elements from several iconic Dunk colorways.
CEO William Perez resigns after disagreements with Phil Knight on the running of the company. He’s replaced by a new CEO Mark Parker, who has been working at Nike since 1979.
2008
Nike Acquires Umbro, the English sportswear brand most famous for its football kits and equipment for $580 million. Nike would later sell the brand in 2012 to Iconix Brand Group for $225 million.
The Nike Sportswear (NSW) line launches to focus on the casual sportswear market. Initial pieces include updated versions of classics like the Windrunner jacket and the Air Force 1 shoe, blending Nike's sports heritage with a more fashion-forward approach. The NSW range continues to grow over the coming years as sportswear becomes increasingly part of mainstream fashion.
The Hyperdunk, a basketball shoe known for its lightweight design and use of Nike’s new Flywire technology is launched and gains widespread attention while being worn by Kobe Bryant during the 2008 Beijing Olympics.
Nike’s Flywire technology helps to reduce weight while increasing support due to the use of special threads used in the construction of shoes.
This year also sees the release of the Nike Air Yeezy, a collaboration between Nike and Kanye West, prior to the artist’s partnership with Adidas. The release marks a significant moment in the sneaker world, blending performance and fashion in a way that was unique at the time.
The Pegasus line turns 25, with the release of the Nike Air Pegasus+ 25, a comfortable and versatile running shoe that continues the legacy of the series.
2009
Nike launches Lunarlon, a new type of foam midsole inspired by space travel that was designed to be lightweight, offer enhanced stability, absorb impact and provide a spring back to runners. One of the first shoes to use the technology is the Lunar Racer 1.
The Tiger Woods scandal unfolds and Nike, which has a significant endorsement deal with the golfer, faces a challenging situation. Ultimately Nike decides to maintain its relationship with Tiger.
The Nike+ platform undergoes further advancements, with more integration into different shoe models and the introduction of new features to enhance the digital sports experience. Nike also releases its first native mobile app, NTC (Nike Training Club). The app provides users with access to a range of instructor led workouts.
In the skateboarding category, Nike releases the SB Zoom Stefan Janoski. This shoe, designed in collaboration with the skateboarder Stefan Janoski, becomes popular for its minimalist design and versatility.
2010
Nike makes a significant impact at the FIFA World Cup in South Africa with high-profile sponsorships of national teams, players, and innovative marketing campaigns. Despite not being the official sponsor, Nike's presence is highly visible, and its "Write the Future" campaign featuring stars like Wayne Rooney and Cristiano Ronaldo is widely acclaimed.
The LunarEclipse launches, along with other models that build on the success of Nike’s Lunarlon technology release. The brand also teams up with streetwear brand Patta to release a special ‘Lucky Green’ edition of the Air Max 1.
2011 - 2015
2011
Nike announces a limited number of reproductions of the self lacing Nike Mag shoe, first seen in the movie Back To The Future Part II in 1989, auctioned in collaboration with the Michael J. Fox Foundation.
American Footballer Colin Kaepernick signs to Nike as he’s drafted to the San Francisco 49ers. In the years to come, Kaepernick will become known for kneeling during pre-game national anthems to protest racial injustice.
Continuing the success of the Nike Free line, the Free Run+ 2 is released, offering enhanced flexibility and a more natural feel for runners. It becomes popular for its comfortable fit and attractive design.
2012
Nike introduces its Flyknit technology with the Lunar Flyknit Trainer HTM. Flyknit uses light yet high strength fibres knitted together to create the shoe, providing support where needed, flexibility and breathability. The release ushers in a new era in Nike’s footwear manufacturing.
The Roshe Run is released, inspired by the simplicity and minimalism of Buddhist Zen gardens. The shoe proves to be a hit and is subsequently released in a variety of colourways, materials and crossovers incorporating other Nike technologies.
Artist Tom Sachs begins to collaborate with Nike, and the first model from the partnership is released, the NikeCraft Mars Yard. The shoe is inspired by Sachs’ space themed work, and desire to create a multi-purpose shoe that met his needs.
2013
Nike joins the Dow Jones Industrial Average, a fund comprising 30 blue-chip companies considered to be an accurate measure of the stock market and wider economy. During the year, Nike significantly outperforms the market average as its stock price increases almost 60%.
The Air Jordan V sees a retro release, while innovation from Nike in the basketball sector includes the LeBron 11, a shoe that combines Hyperposite and Flywire technologies for strength, durability, and lockdown, with full-length Zoom Air cushioning.
2014
Nike continues to develop its Flyknit technology, which is becoming a staple in various product ranges. The Flyknit Air Max launches, combining two of Nike’s most popular concepts.
The brand also expands the use of Flyknit in new ways such as with the Mercurial Superfly and Magista football boots, launched in time for the FIFA World Cup in Brazil.
The Nike Free line evolves as the Nike Free 4.0 Flyknit launches, while the popular Roshe Run model expands to use Nike’s woven style upper and Natural Motion sole in the Roshe Run NM Woven.
2015
Another batch of the Back To The Future inspired Nike Mag shoes are released. The update includes operational self-tightening laces, with the launch again helping to raise funds for the Michael J. Fox foundation.
LeBron James signs a lifetime endorsement deal with Nike worth around $1 billion. Only the second person to sign such a deal after Michael Jordan, the LeBron contract signals a new era of sponsorship agreements between brands and the world’s biggest stars.
Nike launches its SNKRS app as a way to boost its digital presence and engagement with consumers, particularly those in the sneaker collecting community. The app is used to exclusively release some of the most popular and in-demand models of shoes, as well as providing extra content around the products.
2016 - 2020
2016
Nike signs another lifetime sponsorship deal with Christiano Ronaldo, who the company has sponsored since 2003, estimated to be worth around $1 billion. As one of the most famous footballers in the world, and with one of the largest social media audiences of any celebrity, Ronaldo is estimated to generate around $400 million annually for the brand.
Phil Knight, Nike’s co-founder and chairman, releases the book ‘Shoe Dog’ which details the founding of the company and the challenges it overcame.
Nike continues its partnership with Apple as the Apple Watch Series 2 releases, and includes a Nike branded version in the range. The Nike Apple Watch includes exclusive branded faces and strap options.
2017
Virgil Abloh and his brand Off-White partner with Nike to release “The Ten”, a deconstructed reimagining of some of Nike’s most iconic sneakers. The much hyped partnership will continue with further Nike x Off-White releases over the coming years.
Rapper Travis Scott also collaborates with Nike for the first time with the release of a special edition Air Force 1. The partnership would continue to develop, with Jordan 1 models becoming particularly popular.
The Hyperadapt 1 is revealed. The model is the first self tightening shoe that uses sensors and an adaptive lacing system to ensure a perfect fit as the wearer carries out activities.
Nike athlete Eliud Kipchoge aims to break the sub 2 hour mark for running a marathon. While ultimately unsuccessful, completing the course just 25 seconds over the barrier, Nike’s Breaking2 project leads to the development of ultra efficient running shoes including the Vaporfly 4%. Prototypes of the shoe that include triple carbon plates are banned for use in professional sports due to the perceived unfair advantage they give to runners.
2018
Nike marks the 30th anniversary of “Just Do It” with a new campaign that includes former American footballer Colin Kaepernick. Nike backs the athlete and commits funds to his social initiatives, for which it faces boycotts from some customer groups. The campaign becomes a cultural touchstone, representing Nike's commitment to social issues and further cementing its influence both in the sports world and beyond.
Meanwhile Roger Federer ends his 24 year relationship with Nike, signing a $300 million deal with clothing brand Uniqlo. Federer will also become a shareholder of the On Running brand, wearing the shoes during matches.
Nike unveils the Air Max 270, a distinctive sneaker featuring the brand's tallest Air unit yet, specifically designed for lifestyle wear. This release marks a significant evolution in the Air Max series, blending style with comfort.
The latest collab between Nike and Supreme drops in the form of a range of clothing and accessories, and sells out almost immediately. Elsewhere, the Jordan brand expands to become a shirt supplier for French football club PSG, which generates a significant amount of hype.
2019
Nike launches its Move to Zero initiative, with the aim of using 100% renewable energy and producing zero waste from manufacturing its products by 2025. The initiative includes using over 1 billion recycled plastic bottles each year to produce materials for clothing and footwear, as well as extending the Nike Grind programme to turn old sneakers into new products and surfaces for running tracks and playgrounds.
In another collaboration, the Travis Scott Air Jordan 1s released, featuring the line’s backwards Swoosh for the first time along with Cactus Jack branding.
The Nike Air Max 720 debuts, pushing boundaries with its even larger Air unit, visible 360 degrees around the shoe. This shoe also emphasises Nike’s commitment to sustainability, with recycled materials used in its construction.
2020
Nike’s CEO Mark Parker steps down and is replaced by John Donahoe, formerly the CEO of eBay.
As Apple launches its Fitness+ service that delivers on demand workouts for users of its watch, Nike branded clothing and footwear, as well as Nike Apple Watch models, are featured prominently in content, highlighting the partnership between the two companies.
Nike launches the Space Hippie, a futuristic looking footwear line made from scrap material gathered from Nike production facilities. The range demonstrates Nike’s commitment to reducing waste in its manufacturing processes.
A collaboration with fashion brand Dior sees the release of the Air Jordan 1 Dior, while other collabs include the Nike x Stussy Air Zoom Spiridon Cage, the Off-White Jordan 4 White Sail, and the Ben & Jerry’s x Nike SB Dunk ‘Chunky Dunky’.
2021 - 2025
2021
30 years after launching its first FIT line, Nike releases the FIT ADV range of clothing. Taking the FIT concept to the next level, FIT ADV brings in a new range of sportswear that is specifically designed to enable athletes to perform at their best in all types of conditions.
Nike releases the Air Zoom Alphafly NEXT%. Designed for elite long-distance running, the shoe builds on the success of the breakthrough NEXT% line and features ZoomX foam, two Zoom Air pods in the forefoot, and a carbon fibre plate designed for enhanced energy return and speed.
Another innovative shoe is released called the Nike Go FlyEase. Offering hands-free entry, it features a unique bi-stable hinge and tensioner system that allows for easy on and off, and is part of Nike's efforts to create more inclusive and innovative footwear.
The LeBron James Innovation Center opens at the Nike Research Sport Lab (NRSL) in New Hampshire, enabling Nike to research athletic performance and develop products from the ground up around athlete’s requirements.
2022
Nike’s partnership with artist Tom Sachs sees the release of the General Purpose Shoe, a sneaker designed to be suitable for everyday living and use in a range of situations.
The Air Max Scorpion is released as the next evolution of the Air Max concept. Designed by remote teams using technologies such as VR, the Air Max Scorpion offers the most air yet seen in a Nike shoe.
The brand launches its Community Climate Resilience Program, which aims to improve access to green spaces and sports facilities in areas impacted by climate change.
Nike Training Club (NTC) expands with a programme of workouts specifically designed for new and expectant mothers. Meanwhile, Nike Forward launches; a clothing range that is made with a 75% smaller carbon footprint than the brand’s regular products.
2023
The movie “Air” is released, starring Ben Affleck and Matt Damon. The movie chronicles how Nike signed a young Michael Jordan and developed the first Air Jordan sneaker, emphasising the scale of the impact the brand has had on mainstream culture.
As part of its ongoing support of women’s football, and growth within the market, Nike launches its “What the Football” campaign to celebrate female footballers. Nike’s first female specific boot, the Phantom Luna, also launches. In the men’s game, Erling Haaland signs as a Nike athlete.
Nike Training Club workouts come to Netflix, offering a unique blend of fitness and entertainment. Alongside this, the Nike Running app and other online innovations continued to advance, reflecting Nike's commitment to deliver engaging sports and fitness experiences via digital formats.
In a collaboration with streetwear brand Cortiez, Nike releases special versions of the Air Max 95. Footballer Marcus Rashford also debuts his first signature range of Nike Boots and clothing.
2024
Nike continues to lead the global sportswear market, with an annual revenue in excess of $50 billion. With a commitment to innovation and new technologies, as well as an extensive back catalogue of iconic models, Nike is able to successfully straddle the worlds of high performance athletic products and style driven lifestyle wear.
Its creative marketing and high profile sponsorships help to position Nike as one of the biggest brands in sports. Meanwhile, collabs with influential designers and fashion forward product lines enable it to tap into the streetwear market and regularly drop some of the most sought after footwear amongst sneaker enthusiasts.
As an industry leader and innovator, Nike has developed a strong digital identity, connecting with consumers across a range of platforms which see it utilising technology to deliver engaging, valuable and rewarding experiences. And while it still has work to do, it's a brand that is taking significant steps towards more environmentally responsible manufacturing processes and use of materials, as well as improving conditions for workers in its supply chain.
