Olympic Trials, the Nike brand is promoted for the first time company enters its first foreign market, Canada.ġ978: Company changes its name to Nike, Inc.ġ979: First line of clothing is launched and the Nike Air shoe cushioning device debuts.ġ981: Nike International, Ltd. Knight founds Blue Ribbon Sports (BRS) to import Japanese running shoes.ġ963: BRS takes its first delivery of 200 shoes from Onitsuka Tiger Co.ġ964: BRS becomes partnership between Knight and William Bowerman.ġ966: The company's first retail outlet opens.ġ968: Company is incorporated the Bowerman-designed Cortez shoe becomes a big seller.ġ971: BRS begins manufacturing its own products overseas, through subcontractors the Swoosh trademark and the Nike brand are introduced.ġ972: At the 1972 U.S. 'To be the world's leading sports and fitness company.'ġ962: Philip H. That was Dan.”įor a longer version of this story with more on Dan Wieden’s career, see Terry Lefton’s SBJ Marketing newsletter.NAIC: 316219 Other Footwear Manufacturing 315220 Men's and Boys' Cut and Sew Apparel Manufacturing 315230 Women's and Girls' Cut and Sew Apparel Manufacturing 339920 Sporting and Athletic Goods Manufacturing 422340 Footwear Wholesalers 448190 Other Clothing Stores 448210 Shoe Stores ![]() “He’d want to find the person in or outside the agency who cared the most about something like pro bowling and put them on the account, because their love will show through. “Dan led from his heart, not his head,” said Lee Ann Daly, who had W+K as an agency while she was executive vice president/marketing at ESPN. So, the man who many times said he wasn’t building an ad agency often did so by hiring those from outside the field. To those who needed it conclusively demonstrated, W+K showed that great creative wasn’t limited to the confines of Madison Avenue. “They both hated anything that was inauthentic, and they both loved storytelling and were good at it in their quiet ways,” she said. Joani Wardwell worked with both Knight, while she was at Nike from 1999-2006, and with Wieden at the agency from 2006-2016 in a variety of corporate communications jobs. Without question, that was a trademark of Wieden and Nike, who was always willing to go there with them.” “They had courage, a willingness to take risks and to push people to places where they weren’t comfortable. Louis Blues president and CEO of business operations, who spent 11 years at Nike from 1995-2006, including three as North America advertising director. “Dan Wieden and Nike created a whole new language around sports marketing that was a completely different view - merging entertainment, sport and culture,” said Chris Zimmerman, St. Now that the swoosh is as connected to its consumers as any brand on the planet and a $47 billion company, the athletic footwear business is a touchstone for marketers, and the branding imperative is a universally accepted need for marketers of every stripe, er, swoosh. Brand uber alles? Treating a property or athlete as a brand?īefore Nike, branding was largely for packaged goods giants, like Procter & Gamble, Unilever or Coke. Wieden and Knight drew or commissioned marketing blueprints still being copied by an unending variety of product, service and property marketers. “Dan Wieden is responsible for many of the campaigns that helped Nike cross over from sports to pop culture in a way that had never been done,” said Scott Rosner, a professor and academic director at Columbia University’s Sports Management Program. ![]() ![]() Wieden helped stoke and ignite that fire, with fellow University of Oregon alum and Nike founder Phil Knight as a kindred cultural pyromaniac. In an age when attention spans are shorter than a TikTok video, we’re still marveling decades later over creative like Spike Lee’s Mars Blackmon ads, Charles Barkley’s “I am not a role model” admonition and “Bo Knows.”Ĭonsider the melding of sports and pop culture a force responsible for growing American sports the way cable TV did for the generation before Michael Jordan. It was done so uniquely and with such confidence, originality and panache that Wieden and Nike’s impact across sports and culture was not unlike the Beatles: enormous, transformative and continually influential. Wieden, who died at 77 last month, and iconoclastic Wieden+Kennedy’s seminal work with Nike helped transform an apparel nameplate into sports’ most indelible brand, and arguably the top brand worldwide. Wieden developed several iconic campaigns for Nike.
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