Nike is an American brand that sells footwear, apparel, equipment, and accessories.It was founded in beginning of the 1960s, by Phil Knight and Bill Bowman.


  1. The Origin
  2. Brand Development
  3. Sponsorship and Collaborations
  4. Store Openings 
  5. A Sustainable Business
  6. Current Situation

The Origin

Nike Owner Bill Bowman in Shop
Nike Owner Bill Bowman in Shop

Nike is the American brand of trainer shoes. The company started as Blue Ribbon Sports in 1964 in Oregon, by Phil Knight and Bill Bowman, who later died in 1999. Then, in 1971 became as its known today, Nike. In Greek mythology, Nike was the goddess of victory and represented success in war and athletic competition. The two iconic mottos of Nike are “just do it” and the notorious “swoosh”. It has played a vital role in making trainers the footwear of choice for everyday use, in its many styles, colors, and technologies. It boasts Michael Jordan, the star of the Chicago Bulls and one of the greatest basketball players of all time, as a celebrity endorser.

Since the beginning of the company, Nike followed a twofold path, developing innovative footwear, and creating a powerful and emotionally involving communication strategy. The same success was achieved at the Olympic Games in Barcelona in 1992 by the American basketball team, the famous Dream Team, made up of the NBA professionals, wearing Nike shoes.  Also, Ilie Nastase, a revolutionary and eclectic tennis player, was the first to name a long list of athlete that have represented Nike over the course of the years. It was great publicity.

Nike was the first brand to offer, at the beginning of the 1980s, shoes specifically designed for every sporting discipline: jogging, aerobics, body building, running. To remain above their competition, the brand inserted pockets of air in the heel and sole, copying the technique from Dr Martin’s, with the result that Nike Air monopolized the market. In the heart of Manhattan, the company has a highly modern showroom on two floors, organized according to each different sport.

Brand Development

Nike Free Running Shoes
Nike Free Running Shoes

In April 2002 Nike and Philips announced their collaboration to develop electronic equipment designed for physical activities. It began in September with the launch of a CD player adapted to the needs of sporting individuals. The birth of the Nike Presto line of casual clothing, following the success of rapid use shoes without laces. The wider collection includes clothing, watches and bags.

Later in June, the launch of the franchising operation of the European sector of the multinational. The Viennese store (350 square meters) was the first in a series of test spaces opened in Europe within the course of a few months. The multinational aimed to open 100 European stores by 2008. Then, in December there was the inauguration of the Milan store, on two floors in Corso Buenos Aires. In the second quarter of 2002, the total sales in Europe, the Middle East, and Africa increased by 8%. On the American continent, however, sales decreased by 8% for the same period. By 2003 the global launch of shoes for children aged between 1 and 6 years old, inspired by the Lego Bionicle series.

At this time Nike was criticized for allowing child labor and sweatshops with bad conditions. In response to these criticisms, Nike announced that its plants would be monitored by the International Labor Organization to prevent children exploitation.

In 2004, Phil Knight leaves his position of CEO and President, but remains as chairman. William D. Perez was appointed as the new CEO. The corporation close this year with revenues exceed $12.25 billion, and made significant donation $37.3 Million in Cash for In-Kind services and more than 4,500 Non-Profits globally, including supporting Youth Physical Activity, which is one of the companies long term commitment to getting kids and teenagers more physically active, increasing their physical activity, offering them the support and motivation to become physically active, stay healthy and have fun.

The Nike Youth Physical Activity Community Impact
The Nike Youth Physical Activity Community Impact

A year later, Nike became the first company in sports industry to disclose its factory base to encourage industry transparency and collaboration. During this period, Nike signs tennis star Rafael Nadal to be its new spokesperson. The company introduced its signature minimalist running shoes Nike Free, in that time, Nike Free was the most cushioned model in the whole industry.

Sponsorship and Collaborations

In the beginning of 2006, CEO William Perez departs. At this time, the company’s commitment to industry-leading transparency in its social responsibility reporting has led to the company being the top U.S. company and one of the world’s top 10 in the latest Sustainability Global Reporters Program ranking.

Nike Collaboration With Apple Sports Band
Collaboration With Apple Sports Band

In 2007 Nike made a 5-year sponsorship with India cricket team for $43 million. Later in this year, Nike welcomed its new CEO Mark Parker. During this time, Nike teamed up with Apple and created the first collaboration between sport band and technology company, together, Nike+iPod sports kit is launched, this product aimed to help runners to log and monitor their runs through iTunes and Nike+ website. At end of this year, Nike introduced AF 25, after 25 years of Air Force shoe line.

In 2008 Nike launched the Air Jordan XX3, a high-performance and eco-friendly basketball shoes. Also, the Nike Considered Design made its debut, this collection combined sustainability and the latest innovations for sports.

Nike 2008 The Air Jordan XX3
2008 The Air Jordan XX3

The company has provided consumers considered products for several years but for the first time, they considered Design and aimed for it to be featured in all of Nike’s six key categories: basketball, running, football, women’s training, men’s training and sportswear, as well as in tennis and ACG (All Condition Gear).

Also at this time, Nike and The Finish Line Company announced the opening of a new retail experience called Finish Line Ltd Customized to meet the needs of young running and training athletes. The concept store is located at the Chandler Fashion Center near Phoenix, Arizona.

Thanks to a smart and effective communication strategy that has involved the greatest representatives of youth cultures, the creative forefront, and relationships with the most significant artists, designers and role models of all time, Nike has managed to carve out an important place in the imagination of consumers, a decisively transversal target. The communication policy of the brand also includes the creation of very active web platforms, intended to become small virtual communities for people that love challenges and the world of sports.

Store Openings

In 2009, Nike opened a flagship store in Tokyo. In 2011 the House reopened the 1948 space in London, which had been closed three years before. Nike set up a space both for the sale and for customer entertainment.

Nike Lab in Tokyo
Nike Lab in Tokyo

2014 marked the new store openings in Berlin, in Rio (exclusively dedicated to football), in San Francisco and in Seoul. Also, they introduced many NikeLab, where people can find both e-commerce and creative spaces. NikeLab is a place where the brand can show how the Company interacts and collaborates with other innovators and designers. In 2015 they introduced new products that help both breathing while running and the temperature control during sports activities.

Nike SNKRS App
Nike SNKRS App

At this time, the company launched a new application called SNKRS, which allows fans to discover and buy new products. It is considered the best sneaker store in the palm of your hand. Recently the brand started to support an environmentally sustainable production. As a matter of fact, Nike spent $50 million in research and development to change, with nitrogen, a gas that was already contained in the soles of the Air Max and contributed to global warming. With this change the brand introduced Airmax 360. Some years ago, Nike introduced the customization of the shoes to satisfy extravagant people that want to express their own style. This kind of service is available on the web site and in stores.

A Sustainable Business

Over the years, sustainability plays a critical role at the company, which is also considered a powerful engine for company’s future growth. The company has spent more than a decade embedding sustainability across the company to help technology and innovation to drive new solutions that could deliver for athletes, business and the world. The company has made commitment to reducing carbon emissions to support global carbon budget, environmental footprint, and ensuring their sourcing and manufacturing ecosystem continues to deliver sustainable growth across the entire value chain.

Nike Sustainable Shoes
Sustainable Shoes

In 2016, Nike expanded the European logistics campus, located 50 km outside of Antwerp, using only renewable energy sources, including wind turbines and solar panels. To stay in line with the eco-friendly policy, 95% of waste, produced on site, is exploited to create energy. In addition to reducing waste, in 2016 Nike improved the performance of Nike Flyknit (a pair of shoes that performs since four years from introduction date), being now lighter and more protective, ensuring maximum performance and minimizes waste.

Current Situation

Nike Current January 2017 Campaign
Current January 2017 Campaign

On February 12th 2017, Nike uses its logo to introduce an initiative in favor of respect and loyalty during sport activities. The spot is entitled “Equality” and boasts Michael B. Jordan, LeBron James and Serena Williams among the actors.

Nike has consolidated its business and its success through serious investments in research into new technologies for sport performance, a search they continue to develop together with the best athletes in every discipline, becoming the first manufacturer of accessories and clothing for football, basketball, tennis, skateboarding and many other disciplines. Currently, the company has 5 global headquarter in worldwide, 62.6k employee’s, their products can be found in every country in the world, they are sold at 110k retail stores, and during the year of 2017 there were 931 more new stores were opened.


Napapijiri is an Italian premium casual-wear brand. Known for the  iconic Skidoo pullover jacket and Norwegian flag logo.


  1. The Origins
  2. The Logo
  3. The Style
  4. Iconic Skidoo jacket
  5. Napapijiri Supports the Environment
  6. Thermo-Fibre Technologies
  7. Collaborations
  8. Current Situation

The Origins

Mame Fashion Dictionary: Napapijri Intrepid Explorer's
Napapijri Intrepid Explorers

1987 marks the beginning of Napapijri brand. The story began under the shadow of Europe’s highest peak, Mont Blanc, when Italian Manufacturer of travel bags, Green Sport Monte Bianco, founded by the Rosset family in Aosta, Italy, introduced a new meaning to outdoor apparel. The manufacturer combined innovative materials with a close attention to style. The iconic Bering Bag was the very first product created and produced by Napapijri, named after the great 18th century Danish officer in the Russian Navy, Vitus Bering, one of the first men to explore the great expanse of Arctic sea separating Russia from North America. In the course of a few years, the Aosta headquarters were flanked by new production units and numerous joint ventures with technologically advanced companies, allowing the brand to maintain its high production standards.

The Logo

Napapijri means Arctic Circle in Finnish and the logo, half positive and half negative, expresses the North and South Poles in graphic form. The Norwegian flag is closely linked to the brand’s DNA, representing Europe’s northernmost country, the birthplace of some of the great explorers of the 20th century as well as a land of extreme conditions and magnificent landscapes.

Mame Fashion Dictionary: Napapijri Logo
Napapijri Logo

The Style

Napapijri jackets, parkas and pullovers are designed in muted colors that blend right into urban landscapes, so they’re great for city wear, travel, and mountain wear. It comes in a minimalist style, with no overboard logos, patches or colors. Very easy to combine with any style you are going for and casual overall look, that goes well in most occasions.

It is a brand that mixes fashion with function. Meaning their products blur the line nicely between an afternoon hike through your nearest forest and that casual supper you will have afterwards at your local eatery. The brand represents a global mindset through the intersection of boundaries, culture, nature, and art. From the beginning, the company was committed to marrying the performance features of mountain gear with the fashion appeal of urban wear.

Iconic Skidoo Jacket

In 1990 the iconic Skidoo jacket was born. Still one of outerwear models ever made revolutionaries, the Skidoo conquered the success establishing itself as an undeniable style icon. Initially conceived as a pullover, this jacket is carefully designed in a modern technical fabric, durable and lightweight at the same time, to ensure maximum protection from the elements. Intelligent details make the difference.

Mame Fashion Dictionary: Napapijri Iconic Skidoo Jacket
Napapijri Iconic Skidoo Jacket

Napapijri expands its product range from clothing to accessories. 1998 the company lands in Japan and opening its first store in Paris in the prestigious and picturesque Village Royal. From 2000, the Napapijri Geographic Company of sportswear, accessories and shoes for men and women, has been joined by Napapijri Kids, a collection of about 80 unisex garments for children from 2 to 16 years old. In 2003 the collaboration between Karl Lagerfeld and Napapijri for the creation of a limited edition Skidoo.

In 2004, Giuliana Rosset is the CEO of a public company when the brand is acquired by VF Corporation, a US-based leader in lifestyle apparel and owner of Lee, Wrangler, Nautica, and Eastlake, leads the brand in the direction of a more global business. This entailed a process in which all design, distribution and communication operations were centralized in headquarters in Lugano, Switzerland. Also, thanks to the investments on the international market, it is predicted by 2004 half of Napapijri’s turnover will come from abroad.

In 2005 they open a Munich store, Germany’s mecca for cultural tourism. In 2007 Napapijri launches a footwear line along with the opening of a new store in Berlin, Europe’s capital of cool. In 2007, the brand also began the production of sunglasses, and a repositioning of its identity with the inauguration on Milan of a gallery store in Via Manzoni, hosting photographic exhibitions and events on themes such as travel or the environment. The Recent opening of the own-brand store in Milan followed others in Chamonix and Paris, while the Tokyo store, in the Shibuya area, is the first step on the way to expansion in the East, a priority for the company.

Napapijri Supports the Environment

In 2008, to celebrate the opening of the Milan store, Napapijri teamed with brand’s official ambassador, photographer/adventurer Sebastian Copeland, exhibiting Copeland’s photographs entitled “Antarctica: The Global Warming” at the store. Proceeds from the sale of the photographs went to Global Green USA, the U.S. arm of Green Cross International. Napapijri continues to sponsor Copeland on expeditions to photograph and film endangered environments to support travel, research, and exploration to raise public awareness on environmental issues and eco-sustainability. The project seems a fine fit for Napapijri, with its polar heritage and environmentally friendly sportswear.

Mame Fashion Dictionary: Napapijri Brand Ambassador Sebastian Copeland
Brand Ambassador Sebastian Copeland

In 2009 Andrea Cannelloni became the President of Napapijri and opened its 50th store, in Lille, France. Later, in 2010 Japanese designer, Yoshinori Ono, designed a special clothing line for Napapijri which was designated as the ‘66° 33’ Special Project’ the numbers referred to the latitude of the Arctic Circle. Also at this time, the brand opened an online shop.

Mame Fashion Dictionary: Napapijri 66° 33 Special Project
Napapijri 66° 33 Special Project

In 2011 Napapijri designed a jacket costing €10 for the Democratic Wear campaign launched by the Coin department store chain in Italy. A percentage of the sales went to Green Cross Italy.

Also, in summer Napapijri launches, The Denim Project, a capsule collection consisting of five jeans and a “used” denim jacket style. Each one is different from the other thanks to the various fitting and treatments. Washing in fact range from 100% indigo, the handmade mending, the technique of stone washed to give the ffect of the jacket looking dirty. Also, the denim jacket, Aijal, uses the same manufacturing processes to give a vintage vibe that men, traveler, and researcher of unknown worlds who is full strong emotions, can interpret.

Brand Expansion

The Geographic and Authentic collections are launched and Napapijri opens its doors to the world by launching its first e-commerce website. 2012 was a landmark year as Napapijri opens its 100th store, in Stockholm, Sweden, as well as a flagship store in one of Asia’s most important fashion cities, Seoul.

Mame Fashion Dictionary: Napapjiri Store St. Anton, AustriaMame Fashion Dictionary: Napapjiri Store St. Anton, Austria
Store in St. Anton, Austria

In 2013 stores open in two of Europe’s favorite mountain destinations: Crans Montana (Switzerland) and St Anton (Austria).  Later, in 2014, the brand partnered with BMW at the 9th Annual BMW xDrive Tour in France for winter terrain test drives, providing the BMW team with the apparel they needed to withstand the elements. The Napapijri® brand expanded its global presence with a new store opening in the heart of Vienna’s main shopping area. This brought a worldly view on style and innovation.

To build the Napapijri® Spring and Summer 2014 collection, the brand traveled from the forests of the Sierra de Urbasa plateau to the desert valley of Bardenas Reales. mixing elements of its heritage with global travel insights, the brand developed an eloquent blend of cultured style and fresh fashion. In 2015 an official press release, the Napapijri brand is committed to animal welfare and stops the fur from the fall-winter 2015 collection It will use high-quality synthetic fur of the brand Kanecaron.

Thermo-Fibre Technology

Mame Fashion Dictionary: Napapijri Thermo-Fibre Technology
Thermo-Fibre Technology Jacket

Napapijri embraces THERMO-FIBRE® product, an eco-friendly replacement for Fall/Winter collections. Composed of lightweight air-trapping microspheres that create a soft, quilted texture, ensuring superior, lab-tested thermal regulation and insulation also enables the new AERONS style: a versatile, attractive and easy-to-wear jacket, where softness, durability and protection meet a sleek, modern esthetic that suits urban pace just as well as life on the trail.


In 2016 Dutch artist, Heleen Blanken, collaborates with the brand to explore the tension between the urban and the wild in her new artwork. The artwork was centered around the tension between industrial destruction and the beauty of nature.

Mame Fashion Dictionary: Napapijri Collaboration with Heleen Blanken
Napapijri Collaboration with Heleen Blanken

In 2017, the London designer, Martine Rose, and Napapijri together create a capsule collection on the market. For their designs, they took inspiration from the nineties hip-hop scene. The line was contemporary, intelligent, and a total must-have. Thanks to the attention to detail and oversized pieces she has managed to preserve the uniqueness of the label and at the same time pressing her own stamp by injecting a healthy dose of color in the collection. That way, they will bring a little more contrast in the Napapijri world, which is known for its eternal dark tones of the brand. The collection mixes salopettes with yellow, blue or black oversized jackets, based on Napapijri’s curly fleece. The new dimension in thermal insulation.

Mame Fashion Dictionary: Napapijri Martine Rose Capsule Collection 2017
Napapijri Martine Rose Capsule Collection 2017

Current Situation

Currently, Mariano Rajoy is the Brand President. The company will launch the Super light Parka for the 2017 Fall/Winter season utilizing there THERMO-FIBRE® in collaboration between Freudenberg Performance Materials Apparel to give a boost to the development of the fireball padding.

Mame Fashion Dictionary: Napapijri Super Light Parka 2017 Fall/Winter Season
Super Light Parka 2017 Fall/Winter Season

The various lines combine to make up two offerings, Napapijri Geographic and Napapijri Authentic. Napapijri Geographic is based on the concept of day-to-day garments for town use and leisure. Napapijri Authentic highlights the natural origins of the brand and on high technical content and performance, developed to offer a flawless wear ability in all situations and weather conditions. The first example of this passion is the Skidoo jacket, a Napapijri icon that has been constantly revisited over the years, with new materials and colors every time in order to perpetuate the energy of an enduring style capable, above all, of telling a story.

Currently, Napapijri has has a wide distribution network with more than 600 multi-brand stores in Italy and partnerships around the world, controlled by 3 branches run from the USA, France, and Germany.




Neiman Marcus

Chain of American department stores. Along with other famous stores, such as Bergdorf Goodman, it is part of the Neiman Marcus Group. Today it has approximately 30 stores and over 7,000 employees. It was founded in 1907 by Herbert Marcus, Carrie Marcus Neiman and A.L. Neiman. It has become an institution, thanks partly to the Christmas catalogue which proposes the impossible. The group has always offered a very personalized customer service. From 1938, it instituted the Neiman Marcus Award, which is given to designers and other professionals in the fashion industry. Previous recipients include Chanel, Salvatore Ferragamo (1947), Roberta di Camerino (1956), and Missoni (1973). Neiman Marcus was the first store to import Italian knitwear, starting with Mirsa.


Ilaria (1969). Italian designer and entrepreneur. Born in Vicenza, she represents the third generation of a family of leather manufacturers. In addition to her training in the family firm (Diana of Vicenza), she has had a great deal of work experience abroad, particularly in New York. Her creative style led her to design her own collection of handbags in different leathers in 2002. Her famous product is the Number One, which has been bought by Madonna and Queen Rania of Jordan. The designer has her own up-to-date and well-constructed website. It contains the designer’s motto: “A handbag should be capable of holding a woman’s most intimate emotions.”


Robert (1969). French designer. He took a diploma at the Berµot studio at the age of 20 and immediately afterwards became an assistant to Adeline André. For a while he worked for Yoneda Kasuko and, for two years, he worked at Arnaud and Thierry Gillier, where he learnt the basics of the trade and all the details of production. In 1994 he was menswear designer at Dorothée Bis. The following year he joined Lanvin. In 2001, he created a company that bore his own name and became a consultant for the Pucci menswear collection in Florence. Today he produces a collection of men’s and women’s clothing under his own name.


Byron (1948). English photographer. He studied art and design at Leicester College of Printing. In 1977, he was the art director for Deluxe. He moved to Paris, where he is responsible for photography at Mode International. He has collaborated with Friends, Time Out, Rolling Stone, Cream, Lui, and Playboy.


Jewelry brand owned by the Italian company Worldgem (province of Vicenza). Dynamic communication techniques, distribution, and sales have enabled the firm to rapidly establish its four brands on the national and foreign markets: Nimei, Yukiko, Miluna, and Kiara, which each serve a different market band. While Nimei and Yukiko are designed for a public with classic tastes, Miluna and Kiara satisfy the youth market, sensitive to changes in fashion. In particular, Nimei represents the feather in the firm’s cap, with its many collections in which pearls, always accompanied by a guarantee of high quality, play an important role. Examples of different tones — white, lavender and peach — are combined to produced the refined and decorative effects of the La Perla collection. The Nimei La Perla strands are quoted in the financial newspaper, Il Sole 24 Ore, every second Tuesday of the month.”