Nike wasn’t the first shoe company to create partnerships with athletes, but they’ve done it better than anyone. The Oregonian company has created scores of successful ad campaigns. Here is the story f Nike and its most important partnerships.
Steve Prefontaine Wears Nikes During the Olympics
Nike founder Phil Knight had run at the University of Oregon under coach and key Nike fugure Bill Bowerman were deeply connected to the college as was star runner Steve Prefontaine. The company outfitted Pre with Nikes that he wore during the 1972 Olympics, finishing fourth.
Wrestler Wayne Wells was the Brand’s First Signature Athlete
Wayne Wells was an American hero in the early 1970s after winning a gold medal at the 1972 Olympics. He retired from the sport and returned home to Oklahoma and was contacted by Nike whop wanted to create a signature shoe for him and he became Nike’s first signature athlete.
Ilie Năstase Becomes Nike’s First Professional Signature Athlete
Romanian tennis star Ilie Năstase was known for both his talent on the court as well as his incredibly fiery temper. The winner of the 1972 U.S. Open and the 1973 French Open, Verhoeff, Năstase became Nike’s first professional signature athlete upon signing with the company in 1972.
Nike Inks George Gervin to a Deal in 1977
George Gervin, a scoring champion and master of the finger roll, was one of the absolute coolest basketball players of the 1970s. He signed with Nike and didn’t receive an signature shoe but did get a player exclusive, a Nike Blazer with his nickname, Iceman, written on the heel.
Magic Makes a Big Blunder
With his megawatt personality, Magic Johnson was sought after by several companies. In 1979, Nike offered him a deal that would have paid him in shares to instead sign with Converse. If Magic had taken the shares, they’d be worth billions today.
Six Star Players are Chosen to Wear the Air Force One
Designed by Bruce Kilgore, Nike first released the Air Force One, inspired by the President’s airplane, in 1982. To promote the brand, the company selected six players to wear the shoe: Moses Malone, Michael Cooper, Bobby Jones, Calvin Natt, Mychal Thompson and Jamal Wilkes.
The Mac Attack is Released in 1984
Nike has a history for creating partnerships with provocative athletes and that term would certainly describe John McEnroe. McEnroe saw his signature Mac Attack shoe drop in 1984 and while the shoe would have a long lifespan, McEnroe’s partnership with Nike would.
Everything Changes in 1985
Michael Jordan was hotly sought after when came to the NBA from North Carolina in 1984. Nike was the winner and created a prototype for his signature shoe. That shoe would be made available to the public in 1985 and change both the sneaker industry and the way brands partnered with athletes.
Nike Loses Out on Patrick Ewing
Soon after Michael Jordan was drafted into the NBA, another generational talent Patrick Ewing, was a major target for Nike. Landing the center from Georgetown would have really cemented Nikes dominant status, but Ewing chose adidas instead, later releasing his own shoes.
Bo Knows Endorsements
Bo Jackson, a star in both the NFL and MLB, was unlike anything anyone had seen before. Nike signed that superstar and outfitted him in cross trainers rather than baseball or football cleats. To promote the partnership, Nike created the iconic “Bo Knows” ad campaign.
Andre Agassi Proves That Image is Everything
Nike loved its brash and talented tennis stars, knowing that controversy creates attention. Andre Agassi signed with the company in the late 90s and Tinker Hatfield created the perfect shoe to turn heads on the court, the Nike Air Tech Challenge II.
The Fab Five, Chris Webber and Nike
The Fab Five was the coolest thing to happen to college basketball in decades and the team featured baggy shorts, black socks and Nike Air Flight Huaraches, driving sales through the roof. the best player on the Fab Five, Chris Webber would get his own Nike signature shoe, but his relationship with the company wouldn’t last long.
Deion Had Nikes Made for the Field and the Diamond
Deion Sanders was Nike’s second signature athlete after Bo Jackson, but Nike didn’t make him cross trainers. Instead, Nike focused on creating a turf shoe, the Nike Air Diamond Turf, which Sanders could wear on both the baseball and football fields.
Barkley Joins the Team in 1993
Michael Jordan has plenty of rivals in the early 80s and 90s including Magic Johnson and Isiah Thomas. By the early 90s, Charles Barkley had emerged a a true competitor and Nike signed him, releasing the Nike Air Force Max CB.
Mia Hamm is Nike’s First Female Soccer Ambassador
The Men’s soccer team has never done all that much in America, but the Women’s team has been outstanding. The face of that Women’s team in the early 1990s was Mia Hamm, who Nike signed to a deal eventually making her the face of the Nike Air Rio.
Roger Federer Continues to Run of Tennis Stars
Sometimes the most important part of finding the right signature stars is scouting. Nike signed Roger Federer in 1994 when was only 13 years old. The tennis legend would be wearing Nike for all 20 of his majors men’s singles titles.
And Sheryl Swoopes Gets the First Female Nike Basketball Signature Shoe
Women’s basketball was rapidly growing in popularity in the 1990s and the best player in the world was Sheryl Swoopes, who was often called the female Michael Jordan. Like Jordan, she signed a deal with Nike and the company released seven models of her signature shoe, the Air Swoopes.
Tiger Woods and a Push Into the Golf World
In the mid-90s, Tiger Woods emerged as a golf prodigy, so good that Nike worked hard to sign him to an endorsement deal. As Tiger turned the golf world on its head, he often did so rocking Nike apparel. The footwear giant would later release Woods signature golf shoes.
Michael Johnson and the Gold Shoes
Michael Johnson was the star of the 1996 Olympics, winning the 200 and 400 meter races and doing so while wearing custom gold Nikes. Olympic athletes don’t normally land big endorsments, but Johnson landed a deal with Nike that paid him $12 million.
Vince Carter Becomes the New Face of the Brand
Vince Carter began playing in the NBA in February of 1999 and was quickly a phenomenon with his high scoring and thunderous dunks. Nike quickly snapped Carter up and he was given his own sigature shoe that featured the new Shox technology.
Christiano Ronaldo and Nike Partner in 2003
Nike had to work its way into the world of European Football and it took a long time to really make an impact. That impact was helped along greatly by the backing of Christiano Ronaldo, the Portunguese superstar who was always in the public eye.
LeBron Has Never Worn Anything Different
LeBron James was considered to ne an easy no doubt superstar and every shoe company wanted to nab him. James landed with Nike and his Air Zoom Generation, which was first released in 2003, was the first of more than 40 signature shoes with the brand.
Nike Lands the GOAT of Women’s Tennis
Serena Williams was 21-years-old when she signed her initial deal with Nike and the partnership still exists to this day. Williams, who won 23 Women’s Majors level events, the most in the Open Era. He first shoe with the brand was the Air Max Mirabella 3.
Nike Nabs Kobe Bryant
When Kobe Bryant first came into the NBA, he went in the opposite direction of his idol, Michael Jordan, choosing to sign with adidas. But when he had the opportunity to swap he did just that and the Air Zoom Kobe, released in 2006, has become a modern classic.
The Nike SB Janoski is the First Major Skateboarding Hit
Nike had been attempting to work its way into the skateboarding world for years, but that was a world that was tyically ruled by independent brands. Nike finally found the right formula in 2009, releasing the SB Stefan Janoski, a major hit is skating and street style.
Rory McIlroy and Nike Link Up
Early in his 20s, it was clear that Rory McIlroy ws the future of golf. Nike certainly thought so, signing him for $25 million a year in 2013. Once the terms of that 10 year agreement came to an end, McIlroy signed an extension with the brand saying its been a perfect partnership.
Derek Jeter and the Re2pect Campaign
Derek Jeter, who won five World Series titles in the country’s biggest market, was long conected to both Nike and Jordan brand. During his retirement season, Nike ran a campaign around the shortstop using the tagline, Re2pect, that was a massive success.
The Greek Freak is the Latest Link in the Chain
Nike has had an incredible run of stars from Jordan to Barkley to LeBron to Kobe to Durant. Nike had another scouting win when they signed Giannis Antetokounmpo early in his career. The NBA Champion and two-time NBA has released multiple signature shoes.
Caitlin Clark Signs an 8 Year Deal
Playing for the Iowa. Hawkeyes, Caitlin Clark was a marvel, drawing millions of eyes to the sport of women’s basketball. Under Armour and Nike dueled for her services, but it was Nike that won the bid, grabbing the Indiana Fever star for eight years at $28 million.