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

[@qrdsn]

Signing MJ basically made them the biggest brand.

[@IblewuponyourfaceIII]

Quinn Richardson Wrong, Tinker Hatfield the Lead Air Jordan designer was the reason why.

[@Pernection]

@@IblewuponyourfaceIII You have got to be high right now

[@aadhithanu9070]

Tiger woods

[@vincentcollins1017]

Cristiano Ronaldo

[@mikestanley4457]

D V tribes and cultures have always dressed the same. It’s a visual reference that you belong. I know it sounds crazy but it’s in our DNA

[@TheReaper5125]

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.

[@leonidassabr9197]

Shes a woman and women dont matter at nike Disnt you get the memo

[@SUJANMAGARSUJANMAGAR]

M Detlef it’s 35

[@SUJANMAGARSUJANMAGAR]

M Detlef maybe not Nike wasn’t Nike then

[@GarryFPV]

M Detlef billionaire is pushing it

[@Teamtherapy]

It’s shame you don’t know nothing about that. The lady who designed the swoosh logo was given 500$ worth of share at that time and a diamond ring with swoosh logo on. Imagine 500$ worth of original share at that time up to now. How much do you think she makes every second for the rest of her life??

[@diction4585]

"The release of the Nike Air Force One" *Shows picture of Jordan's*

[@iyana8234]

Ok I thought I was the only person that caught that.

[@MissBRItesyde]

lol thats about where I stopped watching.

[@gerryclemonsii]

Seriously! What was that all about?

[@gerryclemonsii]

4:41 they finally brought him up

[@shashasithole]

😂

[@JohnnyHS]

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

[@jasonlopez1220]

Lol😂😂😂

[@nutsbutdum]

I lost it! 😂😂😂

[@carlosortizflores1]

Lol I was about to comment that

[@felixgarcia2184]

😂

[@bangtanwasseo5948]

Lmao

[@nautical1078]

1) MJ/Sports. 2) Hip hop culture.

[@jmac6202]

Mo Ma 1.) child 2,) slave labor

[@lnb252]

@@jmac6202 thats 3 and 4,their would be nothing to push without a market Jordan and Hip Hop

[@Rao665]

@@lnb252 nah that's 1 and 2. 3 and 4 is MJ and hip hop

[@lnb252]

@@Rao665 MJ/hip hop is one and 2 because it's the purpose and reason

[@Rao665]

@@lnb252 Big L. nah child labor Is 1 and slave labor is the other.

[@trebledc]

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

[@trebledc]

@Robert Flores brother Jordan made nike rich, it was 1988 when the free throw dunk was made that marketed everything, it is not the shoe, its the greatest athlete who made history thats why people are still buying it today, try to change the name jordan into kobe on those shoe and see how much will it sell.

[@trebledc]

@Robert Flores your about the revenue now. 30 yrs ago ?

[@Xynteon]

@@trebledc Nobody cares about Jordan outside the USA It's all about the airmax.

[@trebledc]

@@Xynteon are we talking 30yrs ago or today

[@marshalldcarpenter]

Pretty certain Bo says otherwise.

[@user-ej8dt6wd1r]

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

[@EM-sz8ft]

Asian Baller ///0 i was wondering that too

[@lnb252]

they never want to give a brotha credit,lol

[@angellomamaril80]

Whack lol

[@user-uk4cp3ss4o]

Asian Baller ///0 lol i thought i was going crazy

[@THE.HARE.JORDAN]

I was thinking the same thing thought I was the only one

[@turnuppgodlive9229]

They disrespected Puma by showing Vans 😂

[@arnarnie6844]

Puma is for bums. It’s a lame brand.

[@diegomendoza1079]

No mention of the child labor lol 😂

[@Amor_fati.Memento_Mori]

What child labour? They were young adults of 12.

[@TheFourthWinchester]

@@Amor_fati.Memento_Mori I hope that's sarcasm.

[@michelmilaneh8963]

Who cares

[@hbombfreak]

Almost every sportswear company is guilty of that

[@douglei4413]

They didn't hired child labourers, their contractors did it.

[@cia5414]

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

[@svda814]

And vans is not that big

[@dhan219]

Vans lol. Vans are more of a skater sneaker. Vans are not into pro athletes.

[@RuilinLinRyan]

A lot of people that buy Nikes don't play basketball and a lot of people that buy Vans don't skate. They both really are worn for style.

[@jake42ner]

Vans are so much cooler shoes

[@jake42ner]

TheGreatestTeamOfAll your lost bro. Vans is the biggest it’s ever been. And Nike sucks they hate America

[@kokonana4086]

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.

[@r3dp1ll]

and tax avoidance and factories in special economic zones. The key to their success is .. MARKETING.

[@jveebklyn1644]

Pretends to be a company that cares about social justice. Guess Asian lives don't matter. Fools wait on line to buy their crap.

[@petersmith2040]

@@r3dp1ll Exactly. Their success is from design/development and marketing. I don't think they even own one single factory that makes their products as they are made by contract manufacturers in Asia.

[@r3dp1ll]

@@petersmith2040 think so too. What's "funny" is that these shoes are made to last 6 months ..

[@fetB]

doesnt that apply to the others as well?

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

[@knowledgeiskey1319]

your math is wrong. its 100% -not- made in america.

[@campkira]

yeah but it also driving force for that country economy

[@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.

[@nick3850]

And the vast majority that spend that $ dont have it.

[@etxsports5836]

Did you know people pay thousands for sneakers from Gucci, Prada,LV etc

[@asheru9254]

🤣 🤣 🤣 🤣

[@francesahchong8684]

That's true.

[@Brandon-sb7hf]

Dreamy you know you can invest in sneakers by reselling them for even more money

[@XKillerX25]

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

[@omb5722]

Comrade are you serious?

[@jaylonjackson3218]

Comrade no they don’t

[@etxsports5836]

Some races eat bugs.

[@campkira]

i don't buy them for 10 years... only coming back since newer retro so good...

[@georgemok3815]

10 Nike facts you probably didn't know - kzbin.info/www/bejne/bIvQYn2HrrOVeNE

[@dmc7884]

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.

[@longiscadenotas4890]

Adidas and Puma dominated the hip hop scene. But Michael Jordan changed that.

[@PranavSettaluri]

@@longiscadenotas4890 Even Reebok and Fila.

[@Beyonder1987]

@@longiscadenotas4890 Even Michael Jordan prefered Addidas. He even went to Addidas and asked them for contract that paid more than Nike. They declined as they didn't see basketball sport to be popular so he stuck with Nike and it was the best decision he unwillingly made

[@genera74]

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

[@genera74]

@Hideika go to 6:41 he's wearing what looks like an orange jumpsuit

[@ThomEber]

🤣🤣🤣🤣🤣🤣

[@kingronaldo7459]

i thougt same

[@kappen5902]

He got arrested for making a company which forced people to pay over $200 for a shoe

[@derck_man]

😂😂👌😂

[@r3dp1ll]

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.

[@TheWedabest]

It's like most things, your buying the brand and not the product!

[@kurtwagner350]

Yeah you could wear some trash ass scetchers or you could buy some cool Nikes

[@JohannesBrennerVideos]

Check out barefoot shoes if you want a healthy alternative

[@Helloooooo]

Ultraboosts are the most comfortable shoes I’ve ever worn.

[@Swaggersbipolar]

Damaging ankles? Maybe. Increasing clout? Definitely.

[@ilove2929]

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

[@flavour_avour]

same

[@campkira]

i try not get one with cheap logo... but expensive one i don't mind..

[@icarom2512]

Michael Jordan, thats how

[@the951orig]

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

[@carlostapia2822]

For the bois

[@Sofi97videos]

Thank you so much for this videos! They’re very well thought and informative ❤️ I really appreciate and like them!! Keep making more interesting business videos

[@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.

[@blinkybill2198]

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

[@josephruizdepaz5061]

The Jordan 11s were bulky nd slightly heavy, but goddamn was the padding so good. Id still go for the hyperdunk 2017 over the jordan 11 for basketball, but they were more comfortable cuz of the extra padding

[@wakeup01]

-"By using the youngest children for the fabrication of those shoes. Low costs, more money left over for commercial and aggressive marketing tactics"

[@TheMadisonHang]

their brand quality is their #1 asset it allows them to limit Supply, because the Demand is always gonna be there as long as the brand recognition is there

[@giofromtexas2679]

Never been a huge fan of Nike... Puma🐆 all the way! 😍 gotta stay different!

[@alwaysincentivestrumpethic6689]

Michael Jordan period !!! I bought Nike because of Jordan

[@longiscadenotas4890]

and the commercials ,... BUT MICHAEL JORDAN MADE NIKE COOL!!!!

[@srproductions8798]

NIKE..selling a 30US worth shoe for 200US+...and yall thought Apple was bad

[@DarkwearGT]

Its limited edition df

[@srproductions8798]

@@DarkwearGT ommmbloob thats just a selling point to hype up the price

[@rezriaz2153]

Just like most companies, you're mostly paying for the marketing than cost of production. The BILLIONS they give athletes has to come from somewhere. Same goes with Beats, you could get the same sound quality from a $50 pair of headphones, but they don't have the clout that Beats do. Which unfortunately thanks to social media is all that matters these days.

[@naveeniscool]

Idiots will always pull this card. They need to make a profit.

[@christopheralvarado4544]

And who can blame them when they can have some poor blokes in Indonesia make it for a few bucks and people will buy it for hindreds to thousands of dollars

[@fearlesswolfja9167]

Wrong i Don't have one 🙅😂

[@saisujan770]

Greatly researched video !!! Keep them coming

[@Ddssppjjrr2day]

not a fan on NBC but you guys do one hell of a job in these mini docs.

[@go8663]

I baught 4 pairs of the same flywire training shoe. Fukkin love those. Perfect for everything.

[@simbaking6338]

My 2 favorite sneaker brands...Nike & Adidas!!!

[@nzenguemayombogolden2660]

I love these kinda videos! Great quality ! Keep it up !

[@saintthomas9118]

a $135 billion dollar brand with a SNKRS app that doesn't work

[@briandesa2622]

CNBC pandering to US brands that don’t manufacture a label in the US. Nike and it’s aggressive marketing lost out to Uniqlo for its unethical business practices thanks to sports people with a conscience. Go Federer.

[@DanielIles]

*If you haven’t read Shoe Dog, let me tell you it is one of the best books out there about business*

[@rithvikgujjula1400]

I have read it and I agree with u

[@Eugedo]

Yeah the great one... Interesting thing is as an American brand Nike never produced its shoes in US.

[@sulamy1955]

It is a great book period, not only about business

[@oba3883]

Michael Jordan made Nike. End of Story

[@longiscadenotas4890]

AirForce 1 are Michael Jordans.

[@maan7259]

@@longiscadenotas4890 with a little bit of design changes but majority is AF1s

[@martrellgardner5549]

They need a real sneaker head to cover this article

[@gfbmusic]

"PROFITS MADE ME DO IT." -NIKE

[@heatwave2379]

Have not bought any nike shoes before :) But now I planing to buy nike Pegasus 35 it look nice

[@alexmeza3594]

Nike Pegasus 36 is out already. Though if you want to go to some outlets you can find good deals on the 35. On difference from going to the 36 is 3 to 40 tenths of a ounce lighter upper and the heel is lower by a few millimeters. Besides that the sole and outsole are exactly the same.

[@heatwave2379]

@@alexmeza3594 thanks for the details my friend, I will try to get one soon :)

[@RashaadRahh-EL-BEY]

I enjoyed this presentation

[@franklop4276]

[̲̅M][̲̅a][̲̅k][̲̅e] [̲̅M][̲̅o][̲̅n][̲̅e][̲̅y] [̲̅O][̲̅n][̲̅l][̲̅i][̲̅n][̲̅e] [̲̅a][̲̅t] [̲̅F][̲̅R][̲̅O][̲̅Z][̲̅E][̲̅N][̲̅P][̲̅A][̲̅.][̲̅C] [̲̅0][̲̅M]

[@Vivendiify]

These videos keep getting better and better

[@elitepunch1498]

It's a very inappropriate way to tell a story when you keep jumping in between past and present, past and present and again past and present, that's not the correct flow of information - Could have prepared it well. Good info though 👍🏻

[@tomweaverling1366]

I'll keep buying and wearing my Dunks. They're my all time favorite shoe. I don't care what anyone says, CK did what Americans have a right to do, protest. All these people preaching about him being unpatriotic are they themselves unpatriotic. Everyone has the right to protest. I see absolutely nothing wrong with it. It's Nike's right to use him as a spokesman and it's your right not to buy Nike products.

[@michaelbush9603]

Keep growing, if anyone masters this they would be the person! Keeping innovating, hiring new talent, with new ideas!

[@rubenfsc]

I would say that the largest growth opportunity for Nike remains the overseas markets. Another growth area, is the fight against counterfeiting goods, where Nike is usually one of the highest sought target, especially, again in overseas.

[@MarkReda-hy5ey]

I'm all for counterfeit same quality for the right price. Not some crazy resell B.S. playing into Nike's strategy. I'm glad Nike doesn't need any more of my money.

[@jenna2026]

Depending on your age and generation you will say it was Michael Jordan, or lie Năstase, or Steve Prefontaine, or Carl Lewis. One thing I notice in shoe stores today though and in sporting games is that there used to be more brands on store shelves and on athletes feet...it seems to mostly just be Nike, and then Adidas, or Reebok today. Years ago there was more variety and more diversity in brands, not only in stores but in sports.

[@mike60521x]

I switched to reeboks because i liked their basketball shoes for fit, comfort, price, and performance - they have since gone downhill since addidas bought them. Besides the nike shoes started looking like clown shoes when they began selling the jordans - and they continue looking like clown shoes today.

[@legoc3po601]

mike60521x ok boomer

[@matthewalbert8641]

Reebok use to be good I agree was my favorite brand after adidas bought them they are horrible

[@the_one_titan3381]

The reason I wear Nikes is because I have a big food length wise but width wise is lacking. And Nike is pretty much the only brand I can find for my feet Oh crap I just realized Im wearing Adidas

[@marvin469]

The Reebok pumps ?

[@mike60521x]

@@marvin469 pumps were a fad that I never got into

[@montelcm8444]

I think an undervalued aspect of the Nike brand, especially in the 21st century context, is their power and presence on social media...the younger generation has fully bought into what their brand stands for and give Nike loads of free press. they’ve shown that they’re excellent at adapting their brand, strategies and the nature of their collaborations (e.g. their collaborations with off white) to the times

[@jveebklyn1644]

They've bought into what Nike pretends to stand for. Nike cares about hiring companies to make their products overseas as cheaply as possible and pretend to care about their customers of color.

[@cee5440]

this make me want to change my endorsement deal in 2K

[@cloakofanonymity]

I would never pay over $50 for a pair of sneakers. Nike,or any other sports brands, does not endorse me nor pay my salary.

[@LargeDude2023]

They signed the GOAT of basketball really helped.

[@nautical1078]

Yea the LeBron signing.

[@LargeDude2023]

@@nautical1078 they don't even mention that clown lol

[@dylangreen8018]

Yeah Jordan made Nike

[@lui1367]

Comfortable for casual and feels nice on the turf when it's game time

[@AG-fi3ry]

Closing line was cold as hell 👀

[@moviedude22]

Blood, Sweat...[shops and tears ]! Slave wages and exploitation?

[@Banana_Bruh910]

Watching in my Nike slides

[@witanpamay2353]

Love tis channel

[@MKNYC_]

I just watched that Wild Country documentary and about how war hero, legendary track star, Nike founder Bill Bowerman fought against the Rajneeshpuram town because they were afraid they would take over the state. That's easily the most interesting thing about Nike.

[@imjustsayingtho1464]

How much they pay you for this

[@byronruano2022]

26 years and never own a pair of nikes

[@paypal5592]

Which tool is used to create such fluid graph animations ?

[@yuelp-0890]

So many brands now, so many good shoes, that help price shoes go down, and also good for us.

[@WHU448]

Like it or not... Nike will remains DOMINANT for years to come, in sportswear, as well as, streetwear. Such as, very high-expected collabs with (Supreme & Off-White) Adidas is NO competition. Nike has secured the youth preference over its competitors. If we talk about (Nike Running) Nike is years ahead in that sector as well, over its competitors.

[@niabelizaire3596]

I'ma Nike fan for life! :-)

[@de132]

The Nike deal with Major League Baseball only happened because Under Armour could not meet its agreed conditions by 2020 and MLB decided on the 2nd place bidder Nike. Personally, I wished that MLB would've stuck with Majestic as its primary outfitter. Majestic just gets baseball better than everyone else.

[@Alex-ub7tk]

"revenue for the quarter ending August 31, 2019 was $10.660B, a 7.16% increase year-over-year." ...I think they'll somehow make it

[@eliasbbuilding7716]

Nike believes in its athletes that’s why they are who they are

[@davea.richards9744]

Seems like Nike made it big on black talent, without ever having one as their leader. Sounds a bit familiar.

[@CesarGA12]

Where are they getting that evaluation from ??

[@larrydembrun9521]

Love this shoe amazing, Larry Dembrun

[@Mr2real2real]

three stripes and high end sneakers for me..nike? No way

[@myncp4729]

Imagine if mj went to Adidas Instead 😂

[@michaelcheng4985]

Josh Luber looking like a prisoner LMAO

[@arsiatsuji9080]

Tokyo and Shanghai is the other way around in the video

[@jaytok7]

MJ...nuff said!

[@diegopichardo6478]

0:42 wtf 😂😂😂

[@ElementsBrandManagement]

Interesting video would have been good to focus a bit on the Women who designed the logo, that tick is iconic and plays into this story . Memorability is crucial as well as simplicity in creating Iconic and impactful brands and the Nike tick embodies this and taps into what the brand stands for. The partnership with MJ was a masterstroke and thanks to the last dance we get a bit more info about this relationship.

[@robustanybody5138]

the logo didn't make the brand iconic the brand made the logo iconic

[@gxt_mrtrust6685]

Puma: you cant defeat me. Adidas: no i know, but he can. The one that can defeat puma: nike

[@CharBar07]

One of the reasons I walked away from Nike is their narrow shoes. I by no means have wide feet, but I noticed.

[@MoeFokah]

Let's be honest tho, Black folks MADE Nike!!!

[@javierjaimerobles3184]

Only the air force 1s lol cant wear nothing else

[@djm72]

Fact check: The NBA did not ban the Air Jordan shoes. The red and black colorway was banned. Jordan wore white Air Jordans throughout his rookie career and never fined for them because they followed the NBA's rules for shoe colors.

[@thunderb00m]

Nike is good but boost is life

[@azlanceli]

Short answer and 100% correct: Jordan

[@EleanoraDzen]

I'm not US so I know im the one in the wrong but every brand name pronounciation physically hurts me.... I die a little inside Amazing report!

[@40pianos]

As a veteran of the ad business - and sneaker head - I have the highest regard for Nike's explosive breakthrough, via bold, cinematic, intelligent advertising, to seize the sneaker market in the latter 80's. But, for all the respect I hold for Nike's advertising, I've never bought a pair of Nike kicks. Always preferred Adidas and that's never changed.

[@precursors]

You've never bought a pair of Nike sneakers and you call yourself a "sneakerhead"? 🙄

[@youtubeaccount-yr6hb]

I never had much luck with their shoes with needing ones made for underpronation. Saucony and New Balance are more supportive.

[@angelgonzalezlozada]

0:40 why did he do it in front of the cameraman 😭💀💀💀💀

[@abdullahturki3072]

USA: Adeeedas Rest of the World: Adidas

[@andyyang4872]

PLEASE CHECK MINUTE 4:22, THE LOCATION TAG IS WRONG FOR SHANGHAI AND TOKYO. :)

[@RobertLeBlancPhoto]

It still astounds me that Nike continues to choose to ignore millions of potential customers and refuse billions in potential sales by not providing more shoe models in wide sizes.

[@mna9211]

I hope Adidas overtake Nike everywhere.

[@codynash1212]

mj was hoop legend!

[@JF238xCreatingABetterFuture]

Nike just needs to keep on building consistent sustainability growth long term since no competitor will replace Nike as the leader in sports apparel for any demographic group and any age group 💯🤷🏻‍♂️

[@WarriorsPhoto]

Glad, I stopped by and saw this video. I've heard all kinds of stories about Mr. Knight himself. This of course wouldn't stop me from buying their shoes as I do still like the brand as a whole. I do miss my old Jordans. They were some of my favorite black(COLORED) shoes. They lasted a long time. Bummer, the latest Nike shoes I have bought didn't last me anywhere near as long. :(

[@keenleongyan4829]

Air jordan is the best selling shoe they made. Almost every mj fans own a pair.

[@keenleongyan4829]

.

[@MrJonyyMD]

i went to Nike and Adidas. adidas ultraboost or even cheaper models look much better than Nike, also i think ultraboost is the most comfortable shoe...

[@cptauer]

Is there a way to access the transcript for this video?

[@themaze6929]

Nikes < Adidas I love both and all, but i rather the plain white adidas shoes (for school) But for sports, i’ll choose nikes 100%

[@EM-sz8ft]

Patato Everything opposite for me nike for daily use and football lacrosse and soccer wear adidas