Shoe Dog has been the business and strategy book I’ve read the fastest in recent months. It tells the story of Nike’s business, narrated by its founder, Phil Knight. In Spanish, the title is translated as “Never Stop.”

It not only tells how they created and grew the company from selling running shoes to becoming an iconic brand and a global giant, but also covers the cunning, the struggle, the perseverance, the hard work, the trips to Asia, the key decisions, the complex negotiations, and the many sleepless nights (with FBI investigations, espionage, and near-bankruptcies along the way) that were required to build this global giant. It almost reads like a thriller. Highly recommended for anyone interested in entrepreneurship, business, and marketing in general. And, of course, sports.

In 1964, a 24-year-old Phil Knight from Oregon and his university track coach Bill Bowerman (who later coached the U.S. Olympic track team) founded Blue Ribbon Sports, a company to import Japanese athletic shoes into the United States. During the early years, they focused on importing high-quality running products from the company Onitsuka Tiger (later ASICS).

After a few years working together and growing the presence of Tiger in certain regions of the U.S., where they had exclusivity, Phil Knight learned that Onitsuka was considering finding other distributors in the United States. He then began working on launching his own brand and producing his own shoes. And that’s how Nike was born.

Among the brand’s early creations, the Nike Cortez and the Moon Shoe stand out. Two iconic models designed for runners that gained recognition in the market for their quality and design.

Running shoes were the starting point of the business. From there, we will analyze how it evolves using our methodology: the Growth Strategy Map, a mental model developed by Noxis designed to help us identify and analyze growth opportunities for a business. You can consult the details and copyright limitations here.

1. Evolving WHAT products it offers: innovation driven by the core attributes of the product and the brand.

Continuous innovation in the initial product: building expertise in running shoes
One year after its launch, in 1973, Nike introduced the Nike Prefontaine, competition shoes for long-distance runners, named in honor of Steve Prefontaine, an American athlete who was one of the brand’s first ambassadors.

A few years later, in 1978, Nike launched the Tailwind, the first shoe to feature Air-Sole technology, with air units in the sole designed to provide superior cushioning. This technology, together with its innovative positioning, became key pillars of the brand.

Initial apparel line: running gear with the Nike Windrunner (1978)
Focused on the same audience (runners) and leveraging the attributes they had built, QUALITY, DESIGN, and INNOVATION, in 1978, Nike launched its first apparel product: the Nike Windrunner, a jacket for runners that stood out for its wind-resistant fabric technology and its zigzag design. From that point on, they continued designing and producing apparel as well.

2. Evolving WHO it targets: diversifying the audience by designing for other athletes

From the beginning, an expansion into other sports
Although Nike initially focused on the running segment, it quickly diversified its approach into other sports. In 1973, it introduced the Nike Match Point, a tennis shoe model, and the Nike Blazer for basketball. They were no longer just a brand for runners, they were a brand for athletes.

1980-1990: Expansion into other sports segments
During the 1980s, Nike continued its expansion, developing new product lines for other sports. They launched the Nike Lava Dome for hiking and further deepened their presence in segments like basketball with the release of the Air Jordan in 1985. These shoes, endorsed by Michael Jordan, marked the beginning of a long-lasting relationship with basketball and a major innovation in the way marketing was done. If you haven’t seen it, I recommend the movie Air.

3. Evolving WHERE products can be found: new countries and new sales channels

1980-1990: International expansion and new geographies
Although Nike already had a presence in other countries in the Americas, it began its true international expansion in the 1980s. The company entered Europe and Asia, allowing Nike to strengthen its presence in international markets and grow its customer base.

1990-1999: New sales channels
In 1990, Nike opened Nike Town, its first flagship store in Portland, Oregon (the brand’s hometown), with the goal of creating a more direct brand experience for consumers.

En 1999, Nike dio otro paso crucial con el lanzamiento de Nike.com, su tienda online, que le permitió vender directamente al consumidor, aumentando la presencia de la marca y mejorando sus márgenes.

4. Evolving WHEN its products are used: from sportswear to everyday wear

1990s: Expansion into casual fashion
In the 1990s, Nike began to evolve beyond sportswear to explore new consumption occasions for its customers, entering the world of casual and lifestyle apparel. Nike started to be seen not only as a sports brand, but also as a cultural brand.

Building further on this business line, in 2004 Nike launched the Nike Sportswear line, which included hoodies, T-shirts, jackets, and pants designed for those seeking comfort and style without necessarily focusing on athletic performance.

Additionally, Nike collaborated with designers and fashion brands such as Comme des Garçons and Off-White to create products that fused high fashion with sportswear style. These collaborations helped consolidate Nike’s presence in the urban and casual fashion market, where it is now considered one of the leading brands.

Conclusion: well-focused growth

As you may have seen, from its initial focus on designing, producing, and distributing the best running shoes to its expansion into other sports, its international presence, and its move into casual fashion, Nike has maintained a well-defined growth strategy, supported by a strong and consistent use of its brand, which has allowed it to remain a leader in the global sports industry. Its ability to innovate across the what, who, where, and when has been key to the brand’s success.

If your brand or company is at a stage where it needs to develop strategies to support growth and you’d like help identifying growth opportunities, deciding which ones have the most potential for you, and defining a clear action plan to achieve them, get in touch with us and we’ll show you how we can help. We can also organize a one-day workshop with your team to help you think through and align around the growth strategies with the highest potential for your brand or business.