Marketing lessons from the creator of Nike
Nike was founded on a relentless focus on sales and a culture that fought against conformity, says founder Phil Knight
The complexities of building a business – and a brand – from scratch are well documented in the brilliantly written Shoe Dog: A Memoir by the Creator of Nike by Phil Knight. Considered one of the most successful brands of our times, Nike – ironically – was not built on branding or advertising. Knight, an accountant by training, openly admits that he wasn’t a proponent of branding or advertising. Instead the business was founded on a relentless focus on sales. Shoe Dog is a memoir of what it takes to build a company and the personal sacrifice, uncertainty, precarious financial footing, external threats and big decisions that had to be taken in the years before Nike achieved financial security. When Knight launched Blue Ribbon – the precursor to Nike – in 1965, running certainly wasn’t the craze it was to become. It wasn’t even a sport, says Knight, it just “was”. “Running for pleasure, running for exercise, running for endorphins, running to live better and longer – these things were...
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.