Cool or hip isn’t a term anyone would normally ascribe to athletic shoes, comfortable, functional, but never cool. At least until Nike. Nike one of the biggest and most recognisable brands in the world successfully turned athletic footwear into fashion overnight, or maybe not overnight, but it seemed like it.
Here’s how it happened, in 1972, Nike, taking advantage with the renewed obsession with fitness, to release the Nike Cortez, the be-waffled sole Bill Bowerman had invented, with a sole without spikes that gave the needed traction for running.
Thinking smart, Nike released the Cortez at the height of the 1972 Olympics, and ensured that the athletes on the Olympic field were clad in it, in a variety of colours featuring for the first time, the iconic “swoosh” logo.
Recognising the potential, other designers followed the lead, with Gucci releasing the Gucci Tennis shoes in 1984.
Not a brand to shy away from risk, in 1985, Nike flouted NBA rules that court shoes be majority-white, by getting Michael Jordan to wear the Nike Air Jordans on court, officially launching the line. Of course there were consequences, but Nike happily paid the fines, and the gamble paid off.
Due to the creativity and clever marketing of Nike, athletic shoes are now much sought after, and collected, and talked about,. For example, Kanye West has a signature pair, the Yeezy Boost, whose 350 collection sold out in 15 minutes.
Sport shoes now have a “prestige factor,” according to sports industry analyst. He says, “If I can buy a pair of LeBrons, it means I’ve got $175—and you don’t.”
All of this because Nike chose to ‘Just Do It’.