Social Machinery

Nike is the biggest worlds sportswear apparel company and controls more than 45% of the US athletic sportswear market. The company designs and sells shoes and sportwear for just about every sport, including soccer, football , volleyball, running, and wrestling . Their brand value is more than 18 Billion, according to Interbrand.

Probably one of the most emblematic things about Nike is their unmistakable Swoosh logo. But very few people know the story behind this small piece of marketing history.

The origins of the famous swoosh logo back as far as 1971. Phil Knight (Nike co-founder) was supplementing his modest income from Blue Ribbon Sports  by teaching an accountant class at Portland State University. There he met Carolyn Davidson; a graphic design student at the University He offered a rate $2 per hour for working as a free-lance designer for his small company.  At that time Blue Ribbon Sports was looking for a brand identity for a new line of athletic shoes they where preparing to introduce in 1972.

In June 1971, Davidson presented a number of design options to Knight and they ultimately selected the Swoosh design. Davidson charged $35 for her work.

One year later, the first running shoes using the Swoosh were introduced at the U.S. Track and Field Olympic Trials in Eugene, Oregon.

The rest is history….