![]() Nike ranked 89th in the 2018 Fortune 500 list of the largest United States corporations by total revenue. Previously, in 2017, the Nike brand was valued at $29.6 billion. In 2020, the brand alone was valued in excess of $32 billion, making it the most valuable brand among sports businesses. Nike sponsors many high-profile athletes and sports teams around the world, with the highly recognized trademarks of " Just Do It" and the Swoosh logo.Īs of 2020, it employed 76,700 people worldwide. In addition to manufacturing sportswear and equipment, the company operates retail stores under the Niketown name. Nike also owned Bauer Hockey from 1995 to 2008, and previously owned Cole Haan, Umbro, and Hurley International. Nike markets its products under its own brand, as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Blazers, Air Force 1, Nike Dunk, Air Max, Foamposite, Nike Skateboarding, Nike CR7, and subsidiaries including Air Jordan and Converse (brand). ![]() The company takes its name from Nike, the Greek goddess of victory. ![]() The company was founded on January 25, 1964, as "Blue Ribbon Sports", by Bill Bowerman and Phil Knight, and officially became Nike, Inc. It is the world's largest supplier of athletic shoes and apparel and a major manufacturer of sports equipment, with revenue in excess of US$46 billion in its fiscal year 2022. (stylized as NIKE) is an American athletic footwear and apparel corporation headquartered near Beaverton, Oregon, United States. “I just wanted to tell the story of the sneaker but be honest about it,” Bamiro said. They have chosen to ignore it.īamiro, in telling the Air Jordan story, does not. But by the end viewers likely will be left wondering why they would not say anything, why Jordan would not say anything, to address the violence that has too often surrounded the shoes over the years. For most of the movie, it’s easy to root for Nike, the underdog company that changed sports marketing forever. That is something of a deflating coda for the story, for all the Jordan nostalgia we’ve seen over the past month. Woods’ mother, Dazie Williams, says in the movie that she does not blame Nike for her son’s death but that, “Nike could say something.” The film profiles one 22-year-old, Joshua Woods, who was killed in Texas in 2012. While the perception remains that violence around Air Jordans was a story for 25 years ago, Bamiro points out that it is ongoing. It is a jarring reminder of the reality of the shoe obsession, something that has been glossed over in the re-examination and celebration of Jordan’s career, brought on by the attention, “The Last Dance” was given. There is criticism of Nike, which only put out a limited number of shoes and, thus, creates a superheated demand. He explores, too, the dark side of the Air Jordan obsession, looking at the lives of young men who were killed or subjected to violence while having their sneakers stolen. But as he proceeded, he said, he was continually drawn to the mid-1980s and how seminal the deal Nike gave to Jordan proved to be.īut Bamiro’s movie does not stop there. When Bamiro set out to make the movie, though, the story was not supposed to be about the origins of the Air Jordan-he wanted, at first, to profile the obsessive collectors of the shoes and tell their stories.
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