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.

European Institute of Design

School of design with locations in Milan, Turin, Rome, Cagliari, and Madrid. It was established in 1966 “to offer an education both theoretical and practical in the fields of design, fashion, the visual arts, and the communications arts.” Among the various courses of study, there is one in Fashion Design that lasts three years. The various aspects of the fashion industry are studied, from drawing to the coordination of a collection and the organization of a show. The teaching methodology focuses on three areas: Creativity and Design, Image and Communication, and Marketing and Product. During the last year of study, every student has an internship at a fashion company. The institute also offers two master’s degrees. The first, the Advanced Study program, requires 180 hours, from Thursday to Saturday. The courses include Costume Design, Fashion Editor Fashion Show, and Fashion Buyer. The second, the Research Study Program, is a full-time course that requires 1,000 hours, of which 600 are devoted to theory and 400 to practice. The aim is to prepare specialists for specific positions in the industry, such as Coordinator of Fashion Communication and Fashion Marketing Manager.

Elegante Welt (Die)

German fashion magazine published in Stuttgart between 1912 and 1969. At first a fortnightly, and later a monthly, after World War II the magazine dealt with the themes of beauty, elegance, and luxury. From the time of its début and all through the 1930s it was edited by F.W. Koeber who, in 1949, also became publisher.


Japanese line of jeanswear, created in 1988 from an idea by Hiehiko Yamane, a passionate student of original denim. With an American loom from the 1950s, restored to use in Osaka, Yamane manufactures selvedge denim: more than 40 yards a day, in a limited and very accurate production, with a hand-painted logo. In the early 1990s, the vintage phenomenon was very widespread and Evisu became a cult item extremely popular with music celebrities including Madonna, George Michael, the leaders of Oasis, and the Gallagher brothers. In 1997, production under license began in Italy, but always using Japanese denim. The Evisu jeans range from models that are widely available to precious ones of limited production, such as the one with jade buttons, an 18-carat gold embroidered logo, and pockets with Chinese silk inlays produced in 2000. In January 2002, the brand presented its collection in Florence during Pitti Immagine Uomo. In September of that same year, the women’s collection made its début on the calendar of Milano Moda Donna.


Jacket that recalls the coat worn by Eskimos. It is an oversize sport jacket with a fur-trimmed hood, closed in front by a zipper or with frogs, in waterproof fabric. It was the uniform of ’68.

Earl Jean

American brand of jeans. It was created in 1996, almost as a game, by the film and television designer Suzanne Costas Freiwald. The clothes are known for being tight-fitting and sexy. The brand really took off in 1997, after the first order placed by Fred Segal, an important department store in Los Angeles. Over the years, the product line has introduced new types of washing and manufacture of the denim fabric. It has also expanded to include knitwear, skirts, and jackets. Since Spring-Summer 2003, the brand has also had a men’s line. It has four boutiques, in Los Angeles, Tokyo, New York, and Osaka, and is also present in the most important department stores of the U.S.


High quality fur. Depicted in a medieval portrait at the National Library in Paris as the virginal ermine of Saint Catherine, and in the famous 1807 painting The Consecration of Napoleon by Jacques-Louis David in the Louvre as the imperial ermine, it stands for purity and royalty. These two concepts, so different and yet so similar, have probably always been associated with this type of fur. Due to its purity, it has deserved to be part of the most spiritual garments. Due to its preciousness and beauty, it decorated the robes that Venetian nobleman and judges of the 1200s wore during solemn ceremonies, was an essential element of the sumptuous elegance of the cloaks worn by the Doges in the 1400s, and was on a par with purple, silk, and gold in its use by royalty. A brave and aggressive animal of the forest, the ermine (Mustela Erminea) changes color with the seasons. In Summer it is reddish brown, with the belly part a whitish color. In Winter, with the exception of the tip of the tail, which remains black, it becomes completely white, dazzling on the snow, in which it camouflages itself to hide from enemies. Found mainly in the northern hemisphere, it lives in very different environments in Europe, Asia, and North America. The animal owes its name — as indicated by its Latin etymology, armenius — to the incorrect belief that Armenia was its original home. It appears more likely that Armenians were the first to trade the fur, or that Europeans found the fur in this region before the discovery of the New World. The ermine, which is most valuable with its white Winter coat, has strong fur but rather frail skin, which is why it is often preferred in white. Thus it has maintained, along with its extraordinary lightness, the aura of a rare, refined, and delicate fur, known most widely through Leonardo da Vinci’s Portrait of a Lady with an Ermine, in which it symbolizes the virtues of moderation and kindness. Those which, after all, are its qualities as well.


Aleksandra (1884-1949). Russian painter, born in Kiev. A Constructivist painter, she was part of the group centered around the Fashion Atelier, which opened in Moscow in 1923. A firm supporter of Lamanova and of rational clothing that finds beauty in simplicity, she designed overalls and other clothes for work and sport that were sober and practical. Her “everyday clothes,” made in fabrics like linen, cotton, raw silk, and satin, were suited to industrial production and composed of simple geometric figures such as rectangles, squares, and circles. Different shades of color were used to personalize the different garments. She also created one-of-a-kind models inspired by the pictorial aesthetics of Cubism and Futurism. These clothes were in abstract patterns and made exclusively for the Atelier’s clientele and for exhibits. But for these models, she didn’t care about functionality, but devised inter-connected decorative solutions, choosing only precious fabrics and furs and using daring color combinations such as prune, orange and black, red and black, and silver and violet.
More than 50 years after her death, Russia remembers Ekster as one of the “Amazons of the Avantguard” and the city of Moscow dedicates an exhibit entitled The Art of the Feminine to her and other artists from the 16th century up to today.



An  prêt-a-porter and haute couture textile company in founded  1968. Maintaining a traditional quality through pattern, adding  a contemporary twist through daring colors and innovative combinations.


Gerolamo “Gimmo” Etro, a world traveler educated in economics, establishes his own prêt-a-porter and haute couture textile company in 1968. Maintaining a traditional quality through pattern,he adds a contemporary twist through daring colors and innovative combinations.

The Milanese Etro Headquarters, located on Via Spartaco, were renovated completely in order to provide much needed space for the rapidly expanding design team. The in-house library begins to take form as well, archiving rare books and textile art around 1974.

The Paisley jacquard coated fabric becomes the signature of the brand in 1984 transforming handbags, suitcases and overnight bags in to the ultimate style statement.

The Home Collection was launched in 1984, featuring everything from quilts to photo frames. An elegant, cosmopolitan range: perfect for transforming a house in to a home.

Etro men’s Spring 2018

Later Etro Man and Woman pret-a-porter range was expand, and the Milanese flagship store on Via Montenapoleone is created to reflect the changing brand.

And also the Fragrances Collection was launched, complimenting the existing product ranges in style. The Milanese boutique on Via Verri began to display the first few essences: a traditional concept with a modern twist.More to the expansion of the boutique was opened in pairs on Rue Du Faubourg Saint Honoré: a beautiful characteristically French boutique located in the heart of a nineteenth century quarter.

Etro then begin to explore the concept of New Tradition in 2000: an idea that has drawn together subsequent collections. The brand hosted its first catwalk show at Milan Fashion Week.Later after they expanded their flagship store  in New York city which reflects as : a classically American that spans across five units.

After the Flagship store in United States, Etro went to Asia.The fashionable Ginza neighborhood in Tokyo becomes the location for the first Japanese flagship store: the interior soon becomes a homage to the Made in Italy movement.

Etro Man Autumn Winter 03-04 fashion show makes a statement in concept design: guests were invited to watch the show aboard three vintage train carriages created by Etro as they traveled through Milan together.

The company celebrates its 40th anniversary with a party in Tokyo which was initially called the Etro Circus.

More to the expansion ETRO continues with another boutique opened on Old Bond street in London.

Etro began selling its clothing online in addition to in retail stores in 2013, a monograph on the company’s history entitled Etro was published by Rizzoli publishing house in later 2014. Inauguration of ETRO’s conceptual store Vicolo Fiori dedicated to home, accessories and furnishing textiles in Milan at Brera.

An initiative developed by Etro was the Inauguration of The Circle of Poets, which involves bringing together an association of ‘Poets’ engaged in a dialogue between art and fashion.

Current year

Season of musings on dystonia, she sent out a lineup of intensely patterned, tony comfort clothes. The range never turned clinical as Etro invoked an amalgam of references, ticking off Art Deco, Memphis, arts-and-crafts, the “wild western land of endless horizons” (or maybe Patagonia or Peru), “handmade earthiness and rigorous post-modernism.” If you studied the array of optics in play, you could pull out allusions to each, none literal, all zesty, with the prevailing mood a non-specific American Southwest vibe with a touch of boho.

Etro is identified primarily with Gimmo, the founder, however the company is managed by his four children. Kean Etro is the creative director of the Etro Man collections,often inspired by his travels and antique book collection. He also designed his first menswear collection in 90’s, and in 1996 he produced a fashion show focused on the concept of “New Tradition”. Veronica Etro is the creative director of the Etro Woman collections. Jacopo Etro has been working for the family business since 1982, eventually becoming the Creative Director of the Etro Accessories, Leather, Home and Textile collections, as well as Head of Communication Department. Ippolito Etro joined the company in 1991, overseeing the Administration Department ,And now he as been promoted to General Director of the company.

Story behind the Etro Motif

Etro was founded in 1968 by Gimmo as a textile design company.The main stylistic driver for Etro over its first decades was the paisley pattern, and variations on this theme whic derived,

while on the trip to India made by Etro executives, the furnishing textiles line made its debut in 1981. The “swirling” paisley design found on this trip is now “synonymous” with the label, the company began producing Leather goods in 1984 crafted from Paisley Jacquard fabrics


Etro is synonymous of style. It is a lifestyle based upon quality and sophistication, not only in terms of design, but also regarding materials and production techniques. This universe of elegance derives from Gimmo Etro’s innate passion for travel and history, which has now become the leitmotif of all the lines of the fashion maison.

Gimmo’s profound love of culture and beauty,

Gave the Paisley motif its first appearence in the Etro collection back in 1981. It was not only a masterpiece of the production, but it also became a symbol of the Etro brand, and would remain so for years to come. The fashion fabrics line joined by the men’s and women’s accessory collections that always expressed ideas through fine materials and original decorations. The leather goods line was the paisley jacquard fabric treated with a special plasticization technique became a status symbol of the chic Eighties. The Nineties marked Etro’s debut in the pret-a-porter fashion world. Style and research focused on men’s and women’s collections, revealing extraordinary craftsmanship combined with an original, creative choice in materials and tailoring solutions. The “New Tradition” was born, and would become one of the strongest, most unique concepts of the brand.

The look

Dazzlingly printed separates constructed with lustrous fabrics and cast in offbeat color combination.

Home Furnishing

Etro launched its new line Home Interiors: the unique furnishing collection – a natural continuation of Etro fashion, sharing both its style and values in 1985. A linear and elegant furnishing collection in which exceptional materials are combined with the brand’s iconic fabrics, created exclusively for this line. The collection features an iconic piece, the Babel armchair, inspired by travels both near and far in which the power of symbolic language is expressed through the masterful use of fabrics and of the brand’s quintessential pattern, Paisley. The Babel seat has a shape reminiscent of that of a foldable travel chair: Thus, the voyage themed essence of the collection is enriched by a touch of irony, the tale of travel emphasized by the symbolic presence of a suitcase, a trusted companion to the distant lands so dear to the brand.


The home and the accessories that make it an elegant ambiance were the objectives in Etro’s creative and production development. The home accessories line dressed homes with incomparable, striking style.

Current Year

Etro launched the new Home Interiors line, in collaboration with the Jumbo Group, which was presented at the Salone Del Mobile in Milan : an unprecedented collection of furnishings, the natural extension of Etro fashion, expressing its values ​​and stylistic codes.

Four different narratives tell the collection of furniture with a linear and elegant design, combining high-quality materials with the famous iconic fabrics of the maison, made exclusively for this line.

The collection of armchairs, sofas, chaise lounges, consoles, bookcases, tables for the living area; tables, chairs, sideboards and sideboards for the dining area; beds, bedside tables, dressing table and dresser for the bedroom area; are all characterized by the unmistakable style of the brand, always synonymous with refinement, creativity and sense of color.

The collection presents an iconic piece, the Babel armchair , inserted within the theme “History Nomad” , inspired by the suggestions of distant travels and destinations, India and Western Asia, where the power of symbolic language is expressed in the skilful use of fabrics and of the iconic motif of the fashion house, the Paisley.

The line that mixes contemporary design pieces with traditional Etro textile classics is the perfect expression of the concept of“New Tradition” , which brings together classicism, creativity and experimentation. With the Home Interiors line, Etro’s lifestyle proposal is completed by giving the house a unique and refined style.




Brand of casual clothing with a strong research component created by Livio Graziottin (1965), a graduate of the School of Art and Industrial Design in Venice. His work is produced by Gruppo Fashion Box (Replay). The brand was born in 1994, at the start of the internet phenomenon. The letter E in the name stands for electronic, as in e-business, e-mail, etc. Over time, the technologic and futuristic inspiration became more nuanced, going from revisited ethnic to retro, with influences from contemporary art and design, in a melting pot characterized by an extremely creative use of technology that was often experimental, on the level of both materials and processes.