Nike was co-founded by Bill Bowerman, a track and field coach at the University of Oregon, and Phil Knight, one of his former runners, in 1964. Initially, the company was called Blue Ribbon Sports and primarily served as a distributor for a Japanese shoe brand, Onitsuka Tiger (now ASICS). However, Bowerman was always looking for ways to improve the shoes his athletes wore, believing that lighter, more effective shoes could enhance performance.

Waffle Iron Innovation

The breakthrough moment came in 1971, when Bowerman was tinkering with different ways to improve the shoe's traction. Legend has it that while he was having breakfast with his wife one morning, he had an epiphany. He realized that the grid pattern of the waffle iron could be used to create a better shoe sole for runners. Inspired, Bowerman went into his workshop, poured rubber into his waffle iron, and created a new kind of sole with small, square nubs. This unique waffle design provided better grip, reduced weight, and improved shock absorption—essentially giving runners more traction and cushioning without adding bulk.

The Swoosh and Branding

Around the same time that Bowerman was perfecting his shoe designs, Phil Knight realized the company needed a distinctive brand identity to stand out. They enlisted Carolyn Davidson, a graphic design student, to create a logo. She came up with the now-iconic Nike Swoosh, a simple and dynamic symbol representing motion and speed. Knight famously paid Davidson $35 for the design, although he later gave her Nike stock as a token of appreciation when the brand skyrocketed in success.

The brand gained momentum with athletes like Steve Prefontaine, helping Nike become a global sports brand.

Nike has since evolved, incorporating advanced technologies like Air cushioning and Flyknit, continuing its legacy as a leader in athletic footwear. What began with a simple idea in Bowerman’s kitchen has become one of the most iconic brands in the world.