Like many soul-searching 1990s, I was obsessed with Nike Air technology. I would think about the latest innovations, from visible forefoot air, tuned air, to other types of air. I even bought used sneakers at the flea market and tore them apart to inspect the air. As my young brain developed and my understanding of Adidas Superstar Damen biomechanics progressed, I realized: Nike Air is nonsense.
I'm not trying to say that Nike Air is useless. The gas-filled bags of upholstery revolutionized the sneaker world when it was introduced over 30 years ago. As a fad alone, the introduction of Air Max helped create a home industry of sneakerheads and collectors with cabinets full of unworn shoes. However, despite Nike commercials that say otherwise, there is hardly a real science that supports the idea that filling running shoes with compressed air is a better athlete. Recent Nike Air Max 90 Mujer research actually speaks in the opposite direction.
But even Nike understands itself today as a marketing company. And his biggest act? Convincing to everyone, Nike Air technology was more than a demonstration of Beaverton's historically profitable and often deceptive brand building.
It was not always like this. Nike Air Max 2016 Damen In 1964, the University of Oregon's former Philadelphia pilot and former coach Bill Bowerman founded the company to give the running community access to the best shoes. They named it Blue Ribbon Sports (BRS), the emerging company started as a distributor for Onitsuka Tiger. Apparently, Bowerman has sold most of the shoes out of his suitcase during track shows.
It was not long before Knight - who finished his MBA at Stanford - and Bowerman realized that they wanted to do their own thing. Bowerman had designed a padded running shoe that Onitsuka released in 1969 as Tiger Cortez. At the same time, he and Knight started working with a factory in Japan to produce their own line of sneakers. They called it Nike. And do you know what Nike Air Zoom Pegasus 34 Womens was one of the first models? The Nike Cortez.
Onitsuka did not even know that Bowerman had rewritten the Adidas Superstar Femme Noir design until an officer visited the old BRS warehouse in Los Angeles. Nevertheless, a court ruled that both companies could make the shoe. In fact, Knight and Bowerman sold the same shoes to the same runners, except they had replaced the Onitsuka logo with their own. A local student named Carolyn Davidson designed the Nike Cortez Damen "Swoosh" and Nike paid her only $ 35. Over a decade later, Knight Davidson gave "a golden swoosh ring embedded with a diamond ... and an envelope with Nike stick" for her work.
And so had Nikes tradition of clever marketing and borderline tricks started. Knight and Bowerman realized early on that they did not necessarily sell a unique product. They also sold an idea. The swoosh, the athlete's endorsements, the slogans - all Asics Gel Quantum 360 Dam together created a brand that encouraged people to believe in products rather than performance.