Word: swooshing
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Dates: during 1990-1999
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Jobs says the shape is more important than the colors anyway. Referring to Nike's famous symbol, he adds, "The shape is our swoosh...
...president and former shoe designer who has been Nike's chief strategist. "It is not just a better definition of what our epicenter is but what we are all about." That's why, for instance, Nike bought Canstar Sports, which makes Bauer hockey equipment and inline skates; why the swoosh has been extended, with middling results, to other equipment such as bats, balls and gloves; and why the company created an entertainment division to produce events featuring Nike stars...
...current malaise of the footwear category. "The way it came about was clearly the proliferation of a single brand," Fireman said at February's Super Show, the industry's big trade fair. As Nike pulled away over the past couple of years, retailers began to up their swoosh orders. At the urging of retailers (they hate having any one brand dominate), competitors began to ape Nike's look. Says Fireman: "I don't think anybody had bad intentions, but we were fools to follow...
...lighter than current models. "It's going to rock the shoe world," says Mike Moyle, CEO of Eurosport, a leading mail-order catalog. Despite its investment of hundreds of millions of dollars, Nike is outsold by Adidas 3 to 1. But it has made some inroads: the swoosh is the No. 2 brand in the U.S. and moving up in the rest of the world...
Nike will also try to be more accessible to consumers by continuing to develop subbrands. The first of those is brand Jordan, whose Jumpman logo has replaced the swoosh on those famous sneakers. Nike expects to sell $300 million in Jordan merchandise in fiscal 1998 and considers the brand to have billion-dollar potential. And Nike is creating a golf division around its $40 million swinger, Woods. He has his own brand, aimed at younger, more athletic golfers, and his togs carry his own logo, a swirling yin-yang emblem designed to reflect his Buddhist beliefs as well...