NIKE, THE SNEAKER ICON

BILL BOWERMAN AND PHILIP H. KNIGHT, THE NIKE SUCCESS STORY

Nike's epic story began in 1964 , when visionaries William J. "Bill" Bowerman and Philip H. Knight joined forces to create a brand that could compete with the German sportswear giants. Faced with a dominated market, they founded Blue Ribbon Sports, later renamed Nike . Bowerman, a renowned trainer, and Knight, an accountant and runner, combined their skills. Jeff Johnson, a dedicated salesman, joined them in 1965, establishing Nike's core philosophy: to be as close as possible to the athlete. The name Nike, inspired by the goddess Nike , symbolizing victory, was Johnson's work. Today, Nike remains much more than a brand, it is a global reference in the world of sneakers, embodying victory and determination.

NIKE BASKETBALL: THE ICONIC SWOOSH

Designed by athletes for athletes, Nike has established itself by distinguishing itself from major competitors such as Adidas and Puma . The brand's true strength lies in its commitment to athletes, which has crystallized its meteoric rise. Its iconic emblem, the classic Swoosh, remains one of the most memorable and successful logos in marketing and communications. History reveals that this distinctive symbol was created by Carolyn Davidson, a graphic design student, for the modest sum of $35, and has since become a financial treasure for the company, bringing in billions.

At the origin of the greatest sneaker legends such as the Air Force 1 , the React Element and the Air Max , the brand with the swoosh never ceases to reinvent itself, constantly offering innovative designs for our greatest pleasure.

CHOICE NIKE COLLABORATIONS: TRAVIS SCOTT, NOCTA, JACQUEMUS AND CORTEIZ

Nike, undoubtedly one of the most popular and influential companies of our time, embodies creativity and performance today, thanks in particular to its influential and talented ambassadors. Among them, the world-renowned rapper Travis Scott, originally from Houston, tirelessly continues his collaborations with the brand by revisiting iconic models such as the Nike Air Force 1 or the Air Jordan 1. His Canadian counterpart, Drake, has taken the audacity even further by creating the NOCTA sub-label at Nike, unveiling through this sub-division creations such as the Hot Step Terra and the Glide in various variations.

Nike's strength lies in the diversity of its muses, where all forms of art are represented, with renowned designers such as Jacquemus , Sacai or the luxury house Tiffany. Recently, the Swoosh brand even collaborated with the British label that has caused a sensation in recent months, Corteiz, around three new colorways of the Air Max 95. This collaboration could continue in 2024 with the Air Trainer Huarache.

Nike is more than just a sporting goods brand; it is an entity that exerts a major influence on the world of sport, sneakers and luxury. Through programs such as Nike by You, focused on personalization, and immersive experiences such as Paris On Air , the American giant places its consumers at the heart of its values. By being at the forefront of innovation, Nike has been a pioneer and continues to push the boundaries to remain the undisputed leader in its sector.

AIR JORDAN: THE SHINE OF "HIS AIRNESS" IN THE WORLD OF SNEAKERS

In 1985 , the Beaverton -based brand sealed an exclusive partnership with the young rookie from the University of North Carolina, Michael Jordan , giving birth to one of the most significant collaborations between an athlete and an equipment manufacturer: the Air Jordan range. To make this collaboration a reality, Nike teams called on Peter Moore , an American shoe designer who, that same year, created the Nike Dunk for the " Be True to Your School " pack, intended to equip players from the best university basketball teams such as Iowa, Syracuse and Kentucky . This is how the Air Jordan 1 High and the Air Jordan 1 Low were born. They are distinguished from the Dunk by their sleeker and higher silhouette, their distinctive Wings logo, and their air capsule hidden under the sole, offering revolutionary comfort and cushioning at the time.

The original launch colorways, such as the Chicago , Bred , and Neutral Grey , were phenomenally successful and are now considered relics by collectors around the world. The Air Jordan collection is notable for the pace of release of models, with a new model unveiled every NBA season. In 1986, Bruce Kilgore , creator of the iconic Nike Air Force 1, was asked by Nike to design the Air Jordan 2. This second signature model was intended to be more luxurious, entirely designed in Italy with premium leather. Unfortunately, due to its high cost for the time, the model did not find its audience and was considered the least appreciated Jordan. This difficult period led Michael Jordan to consider leaving Nike, but the Beaverton brand called on the man who would change its image forever: Tinker Hatfield.

Hatfield, focusing on Jordan's demands for a comfortable and quality design, created the Air Jordan 3 in 1987. This shoe represented a true aesthetic and technological revolution with its exposed Air bubble, inspired by the Air Max 1 , its Elephant Print pattern on the upper and the creation of the Jumpman logo. Combined with MJ's exceptional performances on the court and his new title of All-Star Game MVP, the sneaker was a resounding success and convinced " His Airness " to stay with Nike. It was the beginning of a fruitful collaboration between the Jordan and Hatfield duo.

The combination continued the following year with the Air Jordan 4 . From the late 80s to the early 2000s , Jordan's signature silhouettes continued to amaze his fans. Today, thanks to the retro trend, several iconic models are being reissued, including the very popular Air Jordan 1 Mid , as well as designs in collaboration with artists such as Virgil Abloh for Off-White .

NIKE DUNK & DUNK LOW

In the early 80s, Adidas and Converse dominated the basketball shoe market. Adidas, thanks to exclusive contracts with legendary players such as Kareem Abdul-Jabbar, and Converse, which almost had a monopoly thanks to the All Star Chuck Taylor. It was in 1985 that Nike, initially known for its running models such as the Waffle Trainer and the Cortez, decided to enter the world of basketball. Peter Moore, a shoe designer, was asked to create the Nike Dunk. Its name is inspired by the spectacular movement where the player jumps high enough to perform a dunk, putting the ball in the basket without taking its hands off it.

The goal of the Nike Dunk is to accompany the players of the biggest college basketball teams. An exclusive contract is signed with the following universities: Iowa, Syracuse, St. John, Kentucky, Georgetown, Michigan and UNLV. Seven pairs of Nike Dunk High are presented as part of the Be True To Your School pack. Over the years, the skateboarding community has taken ownership of the model due to its flat sole and grip, facilitating tricks without damaging the sturdy upper. Its accessibility makes it a must-have for all skateboarding enthusiasts. Launched a few years later, the Nike Dunk Low enjoyed great popularity in the early 2000s thanks to the Nike SB editions in collaboration with Supreme or Jeff Staples. It was not until 2020 that the Dunk was reborn through partnerships with popular and iconic entities such as Skate Like a Girl or the artist Travis Scott.

AIR MAX

In 1986, Tinker Hatfield, a recent graduate in architecture from the University of Oregon, joined Nike to design new models. During a trip to Paris, the young Tinker found inspiration for the silhouette that would revolutionize the industry: the Air Max. The structure of the Centre Georges Pompidou, its color code and its storefront composed of transparent tubes were the main sources of inspiration for the legendary Air Max 1 OG White Red, released in 1987. It was not until 1990 that the range evolved with the iconic Air Max 90 and its Infrared colorway. Today, these two models are at the heart of highly sought-after collaborations, with partners such as the Patta store and the Nike Off-White range.