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Nike History: From Onitsuka Tiger to the Birth of the Swoosh

In the 1960s, Phil Knight started as a distributor of running shoes for the Japanese brand Onitsuka Tiger (now Asics). In 1964, following a dispute with the firm, Knight and his partner Bill Bowerman founded Blue Ribbon Sports in Oregon (USA).
By 1971, the company was renamed Nike and adopted its now world-famous logo, the Swoosh.


Nike’s First Iconic Sneakers

Nike’s first major success came in 1972 with the Nike Waffle Racer, distributed to American athletes during the Olympic trials.

That same year, Nike launched the Nike Cortez, a reimagined version of Onitsuka’s Corsair, which quickly became a streetwear and sports classic.

During the 1970s and 1980s, several legendary Nike sneakers shaped the brand’s history:

  • Nike Tailwind (1978)

  • Nike Air Force 1, the most iconic basketball sneaker (1982)

  • Nike Pegasus (1983), a running staple

  • Nike Dunk (1985), a streetwear and basketball icon

  • Nike Air Trainer (1986), a pioneer of multi-sport footwear


Michael Jordan and the Air Jordan Revolution

In 1984, Nike made a historic move by signing Michael Jordan. Months later, he debuted his own signature shoe: the Air Jordan 1, which completely changed the sneaker industry.
From that moment, Nike cemented itself as the global leader in sportswear, influencing not only performance but also fashion and lifestyle.

World-Class Athletes and Ambassadors

Today, some of the greatest athletes proudly wear the Swoosh:

  • Cristiano Ronaldo (soccer)

  • LeBron James (basketball)

  • Serena Williams & Rafael Nadal (tennis)

  • Tiger Woods (golf)

  • Russell Wilson (American football)

  • Megan Rapinoe (soccer)

  • Mat Fraser (CrossFit)

These global superstars continue to make Nike the undisputed reference in sports equipment and sneakers.

Nike Collaborations & Limited Editions

Beyond sports, Nike is also a cultural giant. The brand collaborates with world-renowned designers, artists, and fashion houses to create limited-edition sneakers highly coveted by sneakerheads. Some of the most famous partnerships include:

  • Nike x Off-White

  • Nike x Dior

  • Nike x Fragment

  • Nike x Trophy Room

  • Nike x Undefeated

  • Nike x Sacai

These collaborations have elevated Nike sneakers into collectible pieces blending sport, fashion, and art.

Move to Zero: Nike’s Commitment to Sustainability

Beyond style and performance, Nike is also pioneering sustainable sneakers with its Move to Zero program, an ambitious initiative to reach zero waste and zero carbon emissions.

With models like the Nike Space Hippie line or the Nike Crater collection, the brand offers eco-friendly designs built with recycled materials—proving that performance and sustainability can go hand in hand.