Build story · United States · 1964–2023
Nike: Air Jordan, ‘Just Do It’, and building a brand on athletes
Nike started by importing Japanese running shoes, bet on a rookie named Michael Jordan in 1984, and launched ‘Just Do It’ in 1988 — growing into the world's largest sportswear company.
By Shivam Bhandari · Reviewed 31 October 2026 · How we write
by the numbers
- Founders' starting investment
- $500 each (1964)
- Swoosh design fee
- $35
- Air Jordan launch
- 1984–1985
- Revenue (fiscal 2023)
- about $51 billion
What happened
Phil Knight and his running coach Bill Bowerman founded Blue Ribbon Sports in 1964, each putting in $500, to import Onitsuka Tiger shoes from Japan. In 1971 they launched their own brand, Nike, with a swoosh logo designed by student Carolyn Davidson for $35.
In 1984 Nike signed rookie Michael Jordan to a then-large endorsement deal and built a signature shoe line around him. Air Jordan sales far exceeded Nike's expectations in the first year and created a sub-brand that still sells billions. In 1988 agency Wieden+Kennedy created the ‘Just Do It’ campaign, which spoke to everyday athletes, not just elites.
Over the following decade Nike's share of the US sports-shoe market rose sharply and revenue grew roughly tenfold. Nike outsourced manufacturing and focused on design and marketing; its revenue reached about $51 billion in fiscal 2023.
Timeline
- 1964
Blue Ribbon Sports founded.
- 1971
Nike brand and swoosh introduced.
- 1984
Michael Jordan signs with Nike.
- 1988
‘Just Do It’ campaign launches.
what made it work
- Bet early on an athlete who became a legend.
- Marketing that sold identity and aspiration.
- Outsourced manufacturing, invested in design and brand.
the lesson
Brands built on what customers aspire to become can command loyalty and prices far beyond the product's cost.
Apply it to your business
- 1Partner early with rising stars in your niche.
- 2Market the customer's aspiration, not just features.
- 3Focus your money where you add the most value.
Laws at work in this story
Figures are rounded and drawn from public reports, company filings and widely cited coverage at the time. Check the company's latest filings before relying on any number.