Nike Fashion

Nikes were first sold out of the back of a van during high school track meets (athletics race meetings) in the United States. The company started on a handshake and a low budget, and it’s humble beginnings make it a spectacular rags-to-riches story. A year later, the company opened its first store as Blue Ribbon Sports in Southern California (1966.) The trademark waffle sole was invented in the early seventies and soon after the trademark stripe, which is referred to as the "swoosh." When choosing a new name to go with the new brand of waffle soles, the owners almost settled for "dimension six," but finally agreed on Nike, the goddess of victory in Greek mythology.

In 1984, Michael Jordan signed with Nike as an endorser, and the Air Jordan became the ultimate must have shoe for every basketball playing youth in the US, and a good many across the globe. The air-cushioned soles were a hit, and the company continued to experiment with the newest in running and athletic shoe technology. Soon after, the Nike Air Max was introduced, along with the first Beatles song used in a television ad, "Revolution." The "Just Do It" slogan is a huge success. The year is 1988. I'll bet that brings back some memories, doesn't it? Everybody had to have a pair of Nikes during the eighties, they were right up there with Converse, who you may have forgotten because, by the way, Nike eventually purchased them!

Today the technology which brought about the Tailwind running shoe of the late seventies has come full circle to meet expectations of the techno age. The Nike Air Max 360 hit the market on January 21st of 2006 and allows the runner to move on nothing but 360 degrees of pure air cushion. That means a foamless mid-sole, with a sock liner which is seamless in order to provide the comfort and cushion for the heel. The ad campaign is called "Awake" and is due to be promoted by some of the world's leading athletes.

© UK Fashion.com 2006