No brand has driven sneaker culture like Nike.
It's connected running and hip hop and streetwear to one another, made super athletes seem a little more human, and helped change American perspectives on exercise.
Here's a few of the ways Nike has defined 'cool' in American culture.
1973: Nike signs its first athlete to an endorsement deal — a 22-year-old by the name of Steve Prefontaine.
Prefontaine, or "Pre," as he came to be known, was a running prodigy without peer.
He set his first national record at age 15 by running two miles in 8:41:5.
Before he died in a car accident at age 24, he held an American record in every long distance event, from 2,000 meters to 10,000 meters.
Pre signed with Nike for $5,000 in 1974, when the company was two years old. With his flowing hair, punk rock attitude, and unprecedented success, Pre helped brand Nike as swaggering and dominant.
1970-1978: Nike helps make jogging a thing.
Nike cofounder Bill Bowerman was also a legendary track coach at the University of Oregon. He recruited Pre to join the University of Oregon, then had him sign on to Nike.
Bowerman was also a huge evangelist for running, or as it would become known as a recreational activity, jogging.
While it seems like running has always been a thing, it didn't become a popular pursuit until the Running Boom of the 1970s. Bowerman helped push running into the mainstream with books like "Jogging," to Nike's benefit.
"Certainly running was already popular among kids and athletes in the 1970s, but it wasn’t the social activity that we see it as today,"says marketing analyst Garrett Moon."The growing white-collar workforce helped pave the way for social activities that included the promotion of cardiovascular health. Once the trend was ingrained, the need shifted and the 'jogging shoes' themselves became the felt need."
1985: Nike launches the Air Jordan.
The most important athlete endorsement for a brand in the 1980s and 1990s was Michael Jordan.
And the most important sneaker of all time is the Air Jordan I, released in September 1985.
In October 1985, the NBA started fining Jordan $5,000 each time he wore the sneakers during a game, since they didn't fit the required color scheme. Nike gladly covered the expenses, since the controversy made the sneaks that much cooler.
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