Nike (3)

Nike collects, converts, and flows movement through its fibers and rhythms. Both a product and a brand, the Nike story originates from a friendship between Bill Bowerman and Philip Knight, two men who met on the University of Oregon’s track and field team. Their idea to create a better running shoe generated Blue Ribbon Sports, which began as a distributor for a Japanese shoemaker. Sales took off, and they launched their own footwear line, befriending, advocating for, and designing products for the team’s elite college runners. They shared these athletes’ quests for speed, and when the runners shattered existing world records, demand exploded. Nike released its first shoes in 1964. By the end of the 1970s, Nike had become the biggest name in athletic sneakers. Beyond sports-related products, the bold slogan “Just Do It” and the Swoosh logo bound them into a documentary narrative of aspiration, risk-taking, and achievement. In that sense, Nike is more than a production company. The products offer a resonating, liturgical experience on the body. Nike’s design principles bundle form with function: preserving the integrity of movement, appealing to the desires of the body, and eliminating the detritus of fashion.