Nike

Corporate brand

A globally prominent sports brand specializing in athletic footwear, apparel, equipment and sport-inspired lifestyle products.

Last updated October 14, 2026

Overview

Nike is the principal consumer-facing brand of NIKE, Inc., an American sportswear company headquartered in Beaverton, Oregon. Its business covers athletic footwear, clothing, equipment, accessories and digital fitness services, with products sold through company-owned stores, digital platforms, membership channels and wholesale partners around the world. The brand is associated with the Swoosh symbol, athlete-centered product development, major sports sponsorships and highly recognizable advertising. The company began in 1964 as Blue Ribbon Sports, founded by University of Oregon track coach Bill Bowerman and his former student Phil Knight. The original business imported and distributed Japanese running shoes in the United States. Knight concentrated on sales and business development, while Bowerman experimented with footwear construction and materials in an effort to improve athletes' performance. This early combination of commercial distribution and hands-on product testing became a defining feature of the later Nike business. Blue Ribbon Sports moved toward its own product identity in the late 1960s and adopted the Nike name and Swoosh logo in 1971. Nike-branded footwear entered the market in 1972, around the period of the U.S. Olympic Trials, and the company increasingly shifted from being an importer to a design, marketing and innovation-led sports company. Products such as the Cortez and Bowerman's waffle outsole helped establish the brand in running. In 1978, the corporate name changed to Nike, Inc., and the company became publicly traded in 1980. During the 1980s, Nike broadened beyond running into basketball, training, tennis and other sports. Air cushioning became a central technology platform, while athlete relationships gave the company visibility and credibility. The 1984 signing of basketball player Michael Jordan led to the development of Air Jordan and eventually Jordan Brand, which became an important business and cultural franchise. Nike's 1988 launch of the Just Do It advertising platform connected elite athletic achievement with ordinary people's participation, effort and self-improvement. Nike continued to expand internationally during the 1990s and 2000s, building categories in football, basketball, running, training and sportswear. Converse was acquired in 2003, adding a major casual and heritage footwear business to the corporate portfolio. Nike also developed a large retail footprint, direct-to-consumer operations, digital commerce, membership programs and mobile applications such as Nike Run Club and Nike Training Club. The company has increasingly used digital services and data-enabled membership to support product discovery, personalization and customer retention. The brand's recent strategy has combined performance innovation with lifestyle franchises including Air Force 1, Air Max and Dunk. It has also invested in women's products, sustainability initiatives, direct relationships with consumers and emerging digital experiences. Nike's racing footwear, especially the Vaporfly family, influenced the broader running market and contributed to international debate about competition-shoe regulations. In 2021, NIKE, Inc. acquired digital design studio RTFKT to explore virtual products, digital collectibles and gaming-related communities. Nike faced weaker demand, inventory and product-assortment challenges in the middle of the 2020s, alongside broader changes in consumer spending and competition. In 2024, long-time Nike executive Elliott Hill returned to the company as president and chief executive, succeeding John Donahoe. The subsequent direction emphasized renewed product creation, stronger sports focus, brand investment and closer relationships with wholesale partners. Nike remains one of the world's most recognizable sports brands, although its future performance depends on innovation, execution across channels, international demand and its ability to balance performance credibility with life…

History

Nike's history began in 1964, when Phil Knight and Bill Bowerman established Blue Ribbon Sports in Oregon. Knight had developed the idea of importing lower-priced, technically capable Japanese running shoes, while Bowerman brought the perspective of a coach and experimenter who sought better equipment for athletes. The company initially operated as a distributor, selling imported shoes at track meets and through a growing sales network. As the business expanded, Blue Ribbon Sports began developing products of its own. Bowerman's modifications to running shoes, including experiments that contributed to the waffle outsole, reflected the company's emphasis on direct contact with athletes. In 1971, the company adopted the Nike name for its own products and introduced the Swoosh, designed by Carolyn Davidson. The new identity separated the business from its original distribution role and established the foundation of a dedicated sports brand. Nike products appeared prominently in the early 1970s, including the Cortez running shoe. The company became Nike, Inc. in 1978 and completed its initial public offering in 1980. Public-market access supported expansion into additional sports, international markets, product research and marketing. The brand's growth was accelerated by the use of athlete endorsements and by the development of Air cushioning, which became one of its most recognizable technology platforms. Basketball became especially important in the 1980s. Michael Jordan's relationship with Nike generated the Air Jordan line, combining performance footwear with a distinctive personal brand and cultural identity. Nike also expanded in tennis, training, football and other sports. In 1988, the Just Do It campaign gave the company a broad emotional language that could speak to elite competitors and casual participants alike. Advertising, athlete storytelling and the Swoosh made Nike a cultural symbol as well as a product manufacturer. During the 1990s, Nike developed a broad international sportswear portfolio and strengthened its presence in team sports, running, basketball and apparel. Jordan Brand became increasingly distinct within the company's portfolio. Nike later expanded its lifestyle and heritage business through the 2003 acquisition of Converse, whose Chuck Taylor and related products complemented Nike's performance franchises. In the 21st century, Nike invested in owned retail, e-commerce, customer membership and mobile services. Nike Run Club and Nike Training Club extended the brand into training content and digital engagement. The company also emphasized sustainability, supply-chain standards and product innovation. Its elite running platforms, including Vaporfly, used lightweight foams and carbon-fiber plates and influenced competitors across the racing market. The performance of these shoes led to debate about technological advantage and prompted rule changes by World Athletics in 2020. Nike continued exploring the relationship between sport, fashion, gaming and digital communities. The 2021 acquisition of RTFKT represented an effort to develop virtual products and digital collectibles. At the same time, the company faced challenges involving demand shifts, inventory, wholesale relationships and the pace of new product launches. Elliott Hill returned as chief executive in 2024 after John Donahoe's tenure. Under the new leadership, Nike emphasized a sport-led reset, renewed product energy, brand investment and improved coordination between direct and wholesale channels. The company remains active globally, with its identity built on innovation, athlete relationships, recognizable design and marketing that turns participation in sport into a broad cultural proposition.

2024
Elliott Hill becomes chief executive
[10]Elliott Hill becomes chief executiveabout.nike.com
Hill returns as president and CEO, succeeding John Donahoe and initiating a renewed sport-led direction.
2021
Nike acquires RTFKT
[4]Nike acquires RTFKTabout.nike.com
The acquisition expands Nike's exploration of digital design, virtual goods and online communities.
2003
Nike acquires Converse
[9]Nike acquires Converseinvestors.nike.com
The acquisition adds a major casual and heritage footwear business to the corporate portfolio.
1988
Just Do It launches
[8]Just Do It launchesabout.nike.com
The campaign establishes a durable brand platform centered on action, effort and athletic aspiration.
1980
Nike becomes publicly traded
[6]NIKE, Inc. fiscal 2025 filingsec.gov
Nike completes its public offering and begins trading on the New York Stock Exchange.
1978
The company becomes Nike, Inc.
[7]The company becomes Nike, Inc.about.nike.com
The corporate name changes from Blue Ribbon Sports to Nike, Inc.
1972
Nike-branded footwear enters the market
[1]Nikeen.wikipedia.org
Nike footwear, including the Cortez, helps establish the new brand in running and track.
1971
Nike name and Swoosh are introduced
[3]Nike Swoosh logo historyabout.nike.com
The company begins building a proprietary identity separate from its original distribution business.
1964
Blue Ribbon Sports is founded
[2]The handshake that started it allabout.nike.com
Phil Knight and Bill Bowerman establish the company that initially imports and sells Japanese running shoes.

Products and positioning

A design- and innovation-led sports brand positioned around athletic performance, athlete partnerships, iconic silhouettes, cultural relevance and participation in everyday sport.

Athletic and lifestyle footwear · 1987
Air Max
A footwear family centered on visible or prominently featured Air cushioning. Since its introduction, Air Max has connected Nike's technical cushioning heritage with running-inspired lifestyle design and has become a recurring platform for new constructions, colors and collaborations.
Basketball and lifestyle footwear · 1982
Air Force 1
Originally introduced as a basketball shoe in 1982, the Air Force 1 developed into one of Nike's most enduring lifestyle silhouettes. Its simple upper, cupsole construction and extensive color and collaboration program have made it important in streetwear and everyday fashion.
Basketball, skateboarding and lifestyle footwear · 1985
Dunk
The Dunk originated as a basketball design and later became closely associated with skateboarding and street culture. Nike has used the platform for team-inspired colorways, collaborations and variations aimed at both sport and lifestyle consumers.
Running footwear · 1983
Pegasus
Pegasus is a long-running daily-training running family intended for a broad range of runners. Its role within Nike's running portfolio is to provide a versatile, repeatable training shoe rather than an exclusively elite racing product.
Racing footwear · 2017
Vaporfly
Vaporfly is a high-performance racing platform using lightweight, high-energy-return foam and a carbon-fiber plate. Its performance impact influenced the design direction of the wider racing market and contributed to international discussion about footwear regulations.
Basketball footwear, apparel and lifestyle products · 1997
Jordan Brand
Jordan Brand grew from Nike's partnership with Michael Jordan and encompasses basketball shoes, apparel, accessories and lifestyle products. It operates as a major brand within the NIKE, Inc. portfolio, combining performance heritage with collectible and streetwear demand.
Digital fitness service · 2009
Nike Training Club
Nike Training Club provides guided workouts, training plans, fitness instruction and related content through digital platforms. It extends Nike's relationship with consumers beyond physical products and supports engagement across different levels of athletic participation.
Digital running service
Nike Run Club
Nike Run Club is a digital running service offering tracking, guided runs, training content and community-oriented features. It reinforces Nike's running credentials while connecting product use with recurring digital engagement.

Controversies

2026
Nike CEO reportedly admits company went 'too woke' as stock hits 12-year low
Fox News reported that Nike's CEO may have acknowledged that the company went 'too woke'. According to the report, the remarks came as Nike's stock hit a 12-year low. The report did not specify the exact wording of the CEO's statement or provide further details about the context in which it was made. Nike has not publicly confirmed or denied the report. The event was covered by Fox News and circulated via Google News.
Source
2020
Vaporfly competition-fairness controversy
Nike's Vaporfly racing shoes were criticized for potentially providing a substantial mechanical advantage through their foam, plate and sole design. The debate contributed to World Athletics rules addressing commercially available racing shoes, sole thickness and construction.
Source
2018
Backlash to the Dream Crazy campaign
The use of Colin Kaepernick in Dream Crazy produced political and cultural controversy. Some consumers called for a boycott and circulated images of damaged Nike products, while others publicly supported the campaign and its message.
Source
1990
Supply-chain labor and factory-condition criticism
Nike has faced long-running criticism concerning labor conditions, wages, workplace safety, worker rights and transparency among contracted manufacturers. The company subsequently developed supplier standards, monitoring programs and human-rights policies in response to these concerns.
Source

2025Why Do It?
Global
Why Do It? reinterpreted the Just Do It platform for a younger generation, emphasizing the decision to begin, the possibility of failure and continued progress through sport.
Outcome. Served as a renewed brand communication platform during Nike's broader effort to refresh its connection with young athletes and consumers.
Source
2018Dream Crazy
United States · Global digital media
The campaign featured Colin Kaepernick and framed athletic ambition alongside personal conviction and social issues. It generated extensive discussion, support from some consumers and athletes, and backlash from others who opposed the partnership.
Outcome. Produced substantial cultural and media attention while making Nike's positioning on athlete voice and social issues more explicit.
Source
1988Just Do It
Global
Nike introduced a concise, action-oriented advertising platform that could encompass elite competition, everyday exercise and personal improvement. The phrase became a long-term brand asset used across sports, generations and markets.
Outcome. Became one of the most recognizable long-running advertising platforms in the sports industry.
Source

Brand decisions

2024
Elliott Hill is appointed chief executiveOther
Background
Nike undertook a leadership transition while addressing pressure on product momentum, digital direct-to-consumer operations and demand across several markets.
Action taken
The company appointed long-time Nike veteran Elliott Hill as president and CEO, succeeding John Donahoe.
Aftermath
Nike's subsequent direction placed greater emphasis on sport-led product creation, wholesale relationships, brand investment and organizational coordination.
Source
2021
Acquisition of RTFKTM&A
Background
Digital fashion, virtual goods and gaming communities were emerging areas of interest for major consumer brands.
Action taken
NIKE, Inc. acquired RTFKT to add digital design and virtual-product capabilities to its portfolio.
Aftermath
The transaction strengthened Nike's exploration of digital communities and virtual products, although the commercial development of that market remained uncertain.
Source
2020
Vaporfly technology contributes to racing-shoe rule changesGeneration change
Background
Vaporfly performance in elite distance running raised questions about technological advantage and competitive fairness.
Action taken
Nike continued developing high-performance racing shoes while World Athletics revised rules covering shoe availability, sole thickness and construction.
Aftermath
The market broadly adopted high-return foams, carbon plates and more substantial midsoles, with competing brands developing comparable racing platforms.
- Adidas — Developed carbon-plated and high-energy-return racing footwear to compete in elite running.
- ASICS — Developed its own carbon-plated racing shoes in response to Nike's influence in the performance-running category.
Source
1988
Launch of the Just Do It brand platformStrategy
Background
Nike sought to extend its identity beyond elite sport and reach a wider public interested in exercise, aspiration and lifestyle.
Action taken
The company adopted Just Do It as a long-term advertising platform built around athlete stories, action and self-improvement.
Aftermath
The phrase became one of Nike's most valuable and durable brand assets, appearing in later campaigns involving sport, culture and social issues.
Source

Recent events

2025
Nike introduces the Why Do It? campaign[8]Just Do It launchesabout.nike.com
Campaign
Nike presented Why Do It? as a new-generation interpretation of its long-running Just Do It platform, focusing on young athletes, action and progress.
2025
Nike introduces So Win brand anthem[15]耐克推出“So Win”品牌主题片about.nike.com
Campaign
Unveiled during Super Bowl LIX, the anthem encouraged athletes to disregard limiting expectations and let performance speak for itself.
2025
Nike refreshes Just Do It for a younger generation through Why Do It?[16]耐克通过“Why Do It?”为年轻一代焕新“Just Do It”about.nike.com
Campaign · Product launch
The campaign revisited the long-running Just Do It platform and framed greatness as a decision to begin, participate, and keep moving forward.
2024
Elliott Hill returns as Nike president and chief executive[10]Elliott Hill becomes chief executiveabout.nike.com
Leadership change
Nike announced that long-time company veteran Elliott Hill would return as president and chief executive, succeeding John Donahoe.
2024
Nike appoints Elliott Hill as president and chief executive officer[17]耐克任命Elliott Hill为总裁兼首席执行官investors.nike.com
Leadership change
NIKE, Inc. announced that longtime company executive Elliott Hill would return to lead the company, succeeding John Donahoe.
2024
Nike launches Winning Isn’t for Everyone campaign[18]耐克推出“胜利并非人人可得”宣传活动about.nike.com
Campaign
The campaign used films and athlete stories to present the desire to win as a legitimate and motivating part of sport.
2021
Nike acquires RTFKT[4]Nike acquires RTFKTabout.nike.com
M&A
NIKE, Inc. acquired RTFKT, a digital design studio associated with virtual products, digital collectibles and gaming culture.
2021
Nike acquires RTFKT to expand digital and creator capabilities[4]Nike acquires RTFKTabout.nike.com
M&A · Other
Nike announced the acquisition of RTFKT, a digital-native brand known for virtual sneakers, collectibles, and experiences connected with gaming and creator culture.
2020
World Athletics modifies competition-shoe rules[5]Modified World Athletics shoe rulesworldathletics.org
Regulation · Product generation
World Athletics changed rules concerning commercially available racing shoes, sole thickness and footwear construction following debate involving Nike's Vaporfly technology.
2019
Nike acquires Celect to strengthen demand forecasting[19]耐克收购Celect以加强需求预测news.nike.com
M&A
Nike announced the acquisition of Boston-based predictive retail analytics company Celect, intending to improve consumer insight, personalization and inventory decisions.

Showing the 10 most recent.

Sources44 sources

Cite this profile: Cite the canonical profile. /brand-wiki/nike · Editorial policy · How profiles are compiled

Overview

History

2024
Elliott Hill becomes chief executive
[10]Elliott Hill becomes chief executiveabout.nike.com
Hill returns as president and CEO, succeeding John Donahoe and initiating a renewed sport-led direction.
2021
Nike acquires RTFKT
[4]Nike acquires RTFKTabout.nike.com
The acquisition expands Nike's exploration of digital design, virtual goods and online communities.
2003
Nike acquires Converse
[9]Nike acquires Converseinvestors.nike.com
The acquisition adds a major casual and heritage footwear business to the corporate portfolio.
1988
Just Do It launches
[8]Just Do It launchesabout.nike.com
The campaign establishes a durable brand platform centered on action, effort and athletic aspiration.
1980
Nike becomes publicly traded
[6]NIKE, Inc. fiscal 2025 filingsec.gov
Nike completes its public offering and begins trading on the New York Stock Exchange.
1978
The company becomes Nike, Inc.
[7]The company becomes Nike, Inc.about.nike.com
The corporate name changes from Blue Ribbon Sports to Nike, Inc.
1972
Nike-branded footwear enters the market
[1]Nikeen.wikipedia.org
Nike footwear, including the Cortez, helps establish the new brand in running and track.
1971
Nike name and Swoosh are introduced
[3]Nike Swoosh logo historyabout.nike.com
The company begins building a proprietary identity separate from its original distribution business.
1964
Blue Ribbon Sports is founded
[2]The handshake that started it allabout.nike.com
Phil Knight and Bill Bowerman establish the company that initially imports and sells Japanese running shoes.

Products and positioning

A design- and innovation-led sports brand positioned around athletic performance, athlete partnerships, iconic silhouettes, cultural relevance and participation in everyday sport.

Athletic and lifestyle footwear · 1987
Air Max
A footwear family centered on visible or prominently featured Air cushioning. Since its introduction, Air Max has connected Nike's technical cushioning heritage with running-inspired lifestyle design and has become a recurring platform for new constructions, colors and collaborations.
Basketball and lifestyle footwear · 1982
Air Force 1
Originally introduced as a basketball shoe in 1982, the Air Force 1 developed into one of Nike's most enduring lifestyle silhouettes. Its simple upper, cupsole construction and extensive color and collaboration program have made it important in streetwear and everyday fashion.
Basketball, skateboarding and lifestyle footwear · 1985
Dunk
The Dunk originated as a basketball design and later became closely associated with skateboarding and street culture. Nike has used the platform for team-inspired colorways, collaborations and variations aimed at both sport and lifestyle consumers.
Running footwear · 1983
Pegasus
Pegasus is a long-running daily-training running family intended for a broad range of runners. Its role within Nike's running portfolio is to provide a versatile, repeatable training shoe rather than an exclusively elite racing product.
Racing footwear · 2017
Vaporfly
Vaporfly is a high-performance racing platform using lightweight, high-energy-return foam and a carbon-fiber plate. Its performance impact influenced the design direction of the wider racing market and contributed to international discussion about footwear regulations.
Basketball footwear, apparel and lifestyle products · 1997
Jordan Brand
Jordan Brand grew from Nike's partnership with Michael Jordan and encompasses basketball shoes, apparel, accessories and lifestyle products. It operates as a major brand within the NIKE, Inc. portfolio, combining performance heritage with collectible and streetwear demand.
Digital fitness service · 2009
Nike Training Club
Nike Training Club provides guided workouts, training plans, fitness instruction and related content through digital platforms. It extends Nike's relationship with consumers beyond physical products and supports engagement across different levels of athletic participation.
Digital running service
Nike Run Club
Nike Run Club is a digital running service offering tracking, guided runs, training content and community-oriented features. It reinforces Nike's running credentials while connecting product use with recurring digital engagement.

Controversies

2026
Nike CEO reportedly admits company went 'too woke' as stock hits 12-year low
Fox News reported that Nike's CEO may have acknowledged that the company went 'too woke'. According to the report, the remarks came as Nike's stock hit a 12-year low. The report did not specify the exact wording of the CEO's statement or provide further details about the context in which it was made. Nike has not publicly confirmed or denied the report. The event was covered by Fox News and circulated via Google News.
Source
2020
Vaporfly competition-fairness controversy
Nike's Vaporfly racing shoes were criticized for potentially providing a substantial mechanical advantage through their foam, plate and sole design. The debate contributed to World Athletics rules addressing commercially available racing shoes, sole thickness and construction.
Source
2018
Backlash to the Dream Crazy campaign
The use of Colin Kaepernick in Dream Crazy produced political and cultural controversy. Some consumers called for a boycott and circulated images of damaged Nike products, while others publicly supported the campaign and its message.
Source
1990
Supply-chain labor and factory-condition criticism
Nike has faced long-running criticism concerning labor conditions, wages, workplace safety, worker rights and transparency among contracted manufacturers. The company subsequently developed supplier standards, monitoring programs and human-rights policies in response to these concerns.
Source

Marketing campaigns

2025Why Do It?
Global
Why Do It? reinterpreted the Just Do It platform for a younger generation, emphasizing the decision to begin, the possibility of failure and continued progress through sport.
Outcome. Served as a renewed brand communication platform during Nike's broader effort to refresh its connection with young athletes and consumers.
Source
2018Dream Crazy
United States · Global digital media
The campaign featured Colin Kaepernick and framed athletic ambition alongside personal conviction and social issues. It generated extensive discussion, support from some consumers and athletes, and backlash from others who opposed the partnership.
Outcome. Produced substantial cultural and media attention while making Nike's positioning on athlete voice and social issues more explicit.
Source
1988Just Do It
Global
Nike introduced a concise, action-oriented advertising platform that could encompass elite competition, everyday exercise and personal improvement. The phrase became a long-term brand asset used across sports, generations and markets.
Outcome. Became one of the most recognizable long-running advertising platforms in the sports industry.
Source

Brand decisions

2024
Elliott Hill is appointed chief executiveOther
Background
Nike undertook a leadership transition while addressing pressure on product momentum, digital direct-to-consumer operations and demand across several markets.
Action taken
The company appointed long-time Nike veteran Elliott Hill as president and CEO, succeeding John Donahoe.
Aftermath
Nike's subsequent direction placed greater emphasis on sport-led product creation, wholesale relationships, brand investment and organizational coordination.
Source
2021
Acquisition of RTFKTM&A
Background
Digital fashion, virtual goods and gaming communities were emerging areas of interest for major consumer brands.
Action taken
NIKE, Inc. acquired RTFKT to add digital design and virtual-product capabilities to its portfolio.
Aftermath
The transaction strengthened Nike's exploration of digital communities and virtual products, although the commercial development of that market remained uncertain.
Source
2020
Vaporfly technology contributes to racing-shoe rule changesGeneration change
Background
Vaporfly performance in elite distance running raised questions about technological advantage and competitive fairness.
Action taken
Nike continued developing high-performance racing shoes while World Athletics revised rules covering shoe availability, sole thickness and construction.
Aftermath
The market broadly adopted high-return foams, carbon plates and more substantial midsoles, with competing brands developing comparable racing platforms.
- Adidas — Developed carbon-plated and high-energy-return racing footwear to compete in elite running.
- ASICS — Developed its own carbon-plated racing shoes in response to Nike's influence in the performance-running category.
Source
1988
Launch of the Just Do It brand platformStrategy
Background
Nike sought to extend its identity beyond elite sport and reach a wider public interested in exercise, aspiration and lifestyle.
Action taken
The company adopted Just Do It as a long-term advertising platform built around athlete stories, action and self-improvement.
Aftermath
The phrase became one of Nike's most valuable and durable brand assets, appearing in later campaigns involving sport, culture and social issues.
Source

Recent events

2025
Nike introduces the Why Do It? campaign[8]Just Do It launchesabout.nike.com
Campaign
Nike presented Why Do It? as a new-generation interpretation of its long-running Just Do It platform, focusing on young athletes, action and progress.
2025
Nike introduces So Win brand anthem[15]耐克推出“So Win”品牌主题片about.nike.com
Campaign
Unveiled during Super Bowl LIX, the anthem encouraged athletes to disregard limiting expectations and let performance speak for itself.
2025
Nike refreshes Just Do It for a younger generation through Why Do It?[16]耐克通过“Why Do It?”为年轻一代焕新“Just Do It”about.nike.com
Campaign · Product launch
The campaign revisited the long-running Just Do It platform and framed greatness as a decision to begin, participate, and keep moving forward.
2024
Elliott Hill returns as Nike president and chief executive[10]Elliott Hill becomes chief executiveabout.nike.com
Leadership change
Nike announced that long-time company veteran Elliott Hill would return as president and chief executive, succeeding John Donahoe.
2024
Nike appoints Elliott Hill as president and chief executive officer[17]耐克任命Elliott Hill为总裁兼首席执行官investors.nike.com
Leadership change
NIKE, Inc. announced that longtime company executive Elliott Hill would return to lead the company, succeeding John Donahoe.
2024
Nike launches Winning Isn’t for Everyone campaign[18]耐克推出“胜利并非人人可得”宣传活动about.nike.com
Campaign
The campaign used films and athlete stories to present the desire to win as a legitimate and motivating part of sport.
2021
Nike acquires RTFKT[4]Nike acquires RTFKTabout.nike.com
M&A
NIKE, Inc. acquired RTFKT, a digital design studio associated with virtual products, digital collectibles and gaming culture.
2021
Nike acquires RTFKT to expand digital and creator capabilities[4]Nike acquires RTFKTabout.nike.com
M&A · Other
Nike announced the acquisition of RTFKT, a digital-native brand known for virtual sneakers, collectibles, and experiences connected with gaming and creator culture.
2020
World Athletics modifies competition-shoe rules[5]Modified World Athletics shoe rulesworldathletics.org
Regulation · Product generation
World Athletics changed rules concerning commercially available racing shoes, sole thickness and footwear construction following debate involving Nike's Vaporfly technology.
2019
Nike acquires Celect to strengthen demand forecasting[19]耐克收购Celect以加强需求预测news.nike.com
M&A
Nike announced the acquisition of Boston-based predictive retail analytics company Celect, intending to improve consumer insight, personalization and inventory decisions.

Showing the 10 most recent.

Overview

History

Products and positioning

Controversies

Marketing campaigns

Brand decisions

Recent events

Related entries

Sources44 sources

Overview

History

Products and positioning

Controversies

Marketing campaigns

Brand decisions

Recent events

Related entries

Sources44 sources