"just do it"

Nike's first television commercial

Nike's first "Just Do It" commercial

The company was established on the 25th of Jan in 1964, it was first named as Blue Ribbon Sports by Bill bowerman and Phil Knight. It was then changed to the name Nike on the 30th of May 1971. The name is taken from a winged goddess of victory in the Greek mythology. (A Greek would say, "When we go to battle and win, we say it is NIKE.")

The “Swoosh” logo was created by Caroline Davidson in 1971 who was a student at Portland State University in advertising. It represents the wing of the Greek Goddess Nike. In spring of 1972, the first shoe with the “swoosh” logo was introduced.

The idea of starting the business was to import and provide low-cost, high tech running shoes from Japan in order to provide alternatives to the German-dominated athletic shoe market. 

1979 Nike’s Air technology patented by inventor M. Frank Rudy is introduced in the Tailwind running shoe. Gas-filled plastic membranes are inserted into the sole of running shoes to provide cushioning.

1988 Nike introduces its “Just Do It” slogan.

Targets and Objectives 2015




Sustainability-related aims

Make Today Better, which covers our progress in six key impact areas(waste, energy/climate, labor, chemistry , community, water) and shows how we are redefining the business to improve our performance.

Design the Future, which illustrates how we are unleashing innovation to drive our business forward and embedding sustainability into our approaches to product and manufacturing

Nike markets its products under its own brand, as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Air Force 1, Nike Dunk, Foamposite, Nike Skateboarding, and subsidiaries including Brand Jordan, Hurley International and Converse. Nike also owned Bauer Hockey (later renamed Nike Bauer) between 1995 and 2008, and previously owned Cole Haan and Umbro.


Nike has been criticized for contracting with factories (known as Nike sweatshops) in countries such as China, Vietnam, Indonesia and Mexico. Vietnam Labor Watch, an activist group, has documented that factories contracted by Nike have violated minimum wage and overtime laws in Vietnam as late as 1996, although Nike claims that this practice has been stopped. The company has been subject to much critical coverage of the often poor working conditions and exploitation of cheap overseas labor employed in the free trade zones where their goods are typically manufactured.

Child labor allegations

During the 1990s, Nike faced criticism for the use of child labor in Cambodia and Pakistan in factories it contracted to manufacture soccer balls. Although Nike took action to curb or at least reduce the practice, they continue to contract their production to companies that operate in areas where inadequate regulation and monitoring make it hard to ensure that child labor is not being used. 

Strike in China factory

In April 2014, one of the biggest strikes in mainland China took place at the Yue Yuen Industrial Holdings Dongguan shoe factory, producing amongst others for Nike. Yue Yuen did underpay an employee by 250 yuan (40.82 US Dollars) per month. The average salary at Yue Yuen is 3000 yuan per month. The factory employs 70,000 people. This practice was in place for nearly 20 years.



Medicine now, permanent collection

"Medicine Now A permanent exhibition using art, mixed media displays and objects to present some aspects of modern medicine and of the work of the Wellcome Trust. This area features a postcard wall where visitors are encouraged to contribute drawings."

I am looking at how two brands can collaborate together making something that would fit the objectives of both companies. 

Collaboration with different brands

Controversy Sweat Shop

Advertising Posters for Nike

I am researching about the advertising posters of Nike. How they want to be presented as a company, what their objectives and aims. I am also looking at the differences of how they present men or women in the posters. 


I am looking at one of the theme in the exhibition which is Obesity. There are a lot of medication and surgery for curing obesity. However, to me, obesity is a disease that can be overcomed not by medication but by will power. I personally would think physical excerise would be much better than taking surgeries. Medicines and surgeries sound scary and cold. So i was looking at linking Nike who promote fitness and the theme obesity in the exihibtion.