How Nike Became The Most Powerful Brand In Sports

Nike is one of the most recognized brands in the world. It continues to surpass rivals like Adidas and Under Armor, despite controversy and slowing sales growth in U.S. How did Nike become the giant it is today?

Nike's iconic swoosh logo and "Just Do It" slogan are universally known. As of June 2019, Nike is valued at nearly $130 billion, making it one of the most valuable companies in the world. It's popular shoe lines include the Nike Air Max, Nike Air Force 1, Nike VaporMax, Nike Cortez, and of course, Air Jordans.

Air Jordans, combined with an advertising strategy that embraces controversy and exclusive contracts with some of the biggest sports leagues in the country have helped Nike succeed. But sales growth in North America is slowing down and and sneaker sales aren't growing as fast as they used to.

Nike also faces criticism for its treatment of female employees, which is something the company will need to work on as it tries to make Women's apparel and sneakers a bigger part of its strategy.

Will Nike continue to grow or will Adidas, Under Armour, and other brands continue to eat into its market share?

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How Nike Became The Most Powerful Brand In Sports

[TheReaper]

Its a shame that they didn't mention the name of the graphic designer that created one of the most iconic logos of all time.

[qrdsn]

Signing MJ basically made them the biggest brand.

[diction]

"The release of the Nike Air Force One"

*Shows picture of Jordan's*

[JohnnyHS]

0:41 guy scratching his crotch.. no one edits anymore? hahahaha

[trebledc]

Dont waste your time its Michael Jordan who made Nike no.1

[turnuppgodlive]

They disrespected Puma by showing Vans 😂

[ejdtwdr]

The person says Air Force 1 and it shows Jordan 1’s 🤦‍♂️

30% Made in Vietnam, 20% Made in Indonesia, 10% Made in Turkey, 10 % Made in Thailand, 10% Made in China, 10% Made in Spain, 10% Made in Poland

[cia]

I don’t consider “Vans” as a rival because they are more of a style company.

[XKillerX]

Nike is like bugs their everywhere, it won't disappear anytime soon

[kokonana]

Well, you forgot the dark side of this big business model here: the exploitation of cheap labor in a bunch of developing countries like Indonesia, Vietnam and etc.

[ilove]

Is it? I always like adidas more. But the logo is indeed a statement

[SilverScarletSpider]

Sales are slowing because only idiots pay over $200 each for 20 different shoes in a year and then are afraid to walk in grass.

[dmc]

Nike was never concerned with selling to the hip hop community at that time AT ALL. It was because we started really wearing Jordan's. Also the hip hop community were already wearing the Nike Cortez, and the Air Force One.

[genera]

I thought the guy founder of StockX was in prison...

[rdpll]

Mostly marketing. You can find decent shoes at half or even a third of the Nike price. You won't run slower or jump lower ... Actually their air bubble is linked to damages ankles.

[theorig]

0:40 nut adjustment. "lets use that shot"

[CNBC]

First!

Just kidding. What other brands would you like us to look into?

[blinkybill]

Is it me or did Nike shoes seem better in the 90's? Way more comfortable.

[Boston_CremePie]

The real unsung hero is Tinker Hatfield who designed some of the most iconic Air Jordans (and Air Max) He was one of the biggest reason Jordan stayed with Nike after contemplating signing with Adidas.