The Birth of Nike's Vision

Monday Security Memo

Intellectual Firepower for Professionals

The Birth of Nike's Vision

“The cowards never started and the weak died along the way. That leaves us.”

- Phil Knight

Dear A,

You want to see what vision looks like in real life? Look no further than Phil Knight, the co-founder of Nike.

In the 1960s, Knight was just a scrappy entrepreneur selling running shoes out of the trunk of his car. No investors. No marketing team. Just a belief that American athletes deserved better gear — and the relentless drive to make that happen. That’s what vision looks like before the world believes in it.

In those early days, Knight teamed up with his track coach, Bill Bowerman, who became Nike’s first innovator. One morning, Bowerman poured rubber into his wife’s waffle iron — and out came a sole that changed the game: lightweight, grippy, and perfect for runners chasing fractions of a second.

That single act of creativity became the DNA of Nike. But innovation was just one piece of Knight’s larger vision. He wasn’t just building shoes — he was building a movement.

Fast forward to 1984. Knight’s boldest move wasn’t about materials or design. It was about identity.

He took a chance on a rookie named Michael Jordan — an unproven player that every other shoe company passed on. But Knight didn’t see risk. He saw potential. He saw story. He saw culture.

When Nike launched the Air Jordan, it wasn’t just a sneaker. It was a symbol. It blended sport, style, and attitude into something bigger than footwear. Air Jordan became a cultural revolution that connected with dreamers, competitors, and creators alike — and it launched Nike into the stratosphere.

It took seven years for Nike (previously named Blue Ribbon Shoes) to hit $1 million in sales. Nine years later - in 1980 - Nike went public.

Phil Knight’s vision was never about selling products. It was about belief.

He believed athletes were heroes. He believed sport could inspire greatness. And he believed Nike could be the storyteller — giving every athlete a voice and every dreamer a symbol to chase.

He didn’t sell gear. He sold greatness.

And in doing so, he turned a trunk full of shoes into one of the most recognizable brands on the planet.

Stay safe and vigilant!

Luke Bencie