CNBC's premiere of their in-depth look at the history of Nike and its cultural attachment with society is set to hit a television near you on February 12th

CNBC's premiere of their in-depth look at the history of Nike and its cultural attachment with society is set to hit a television near you on February 12th. A trailer from the inaugural episode address' the campaign behind "Just Do It", the slogan that would go on to become a house hold phrase around the world.

The Swoosh is one of the world's most instantly recognisable logos and is seen adorning countless trainers and items of sportswear. Yet the emblem, which became the basis for the multibillion-dollar Nike brand, was designed by a little-known university student named Carolyn Davidson who charged Nike just $35 for her design.

Davidson, a graphic design student at Portland State University, was approached in 1971 by a University of Oregon track runner, Phil Knight, and his coach, Bill Bowerman, who needed a logo for a new line of running shoes they were to introduce. The pair, who had set up the Blue Ribbon Sports company, asked Davidson to suggest some designs for the new line, which they had decided to name Nike after the Greek goddess of victory.

Davidson agreed and charged the pair a fee of $2 per hour for her work, eventually submitting a bill for $35. She was subsequently recompensed through stock options as the company grew. After she handed it over, Mr Knight was slow to see its potential, reportedly saying: "I don't love it, but it will grow on me."

It's one of the only logos without words accompanying it. Over time it has gained equity and confidence to set itself free from the word Nike and that is a very brave step for a brand to take. It is a logo that can be seen in any colour and you still recognise it as Nike."

Dan Wieden reveals how "Just Do It." became Nike's tagline. Excerpt from Feb 12 premiere of "Swoosh! Inside Nike". Tuesday, Feb. 12 @ 10p/1a ET on CNBC.

 

Comments (0)

There are no comments posted here yet

Leave your comments

Posting comment as a guest. Sign up or login to your account.
Attachments (0 / 3)
Share Your Location
Type the text presented in the image below

LATEST FOOTBALL KITS

Juventus 2018-19 Adidas Away Kit

Juventus 2018-19 Adidas Away Kit

Juventus revealed the new away kit for the 18/19 season, by Adidas. New fabric Technology guarantees better breathability, helping to enhance…
River Plate 2018-19 Adidas Home Kit

River Plate 2018-19 Adidas Home Kit

River Plate and adidas Argentina revealed the club's new 18/19 home football shirt. The new home kit will be used during the 2018–19 Argentine…
Parma 2018-19 Errea Home Kit

Parma 2018-19 Errea Home Kit

History, tradition and pride. Parma Calcio’s new Home Kit for the 18/19 season designed by Erreà is a homage to the club’s roots. The kit consists of…
Parma 2018-19 Errea Away Kit

Parma 2018-19 Errea Away Kit

Parma Calcio and Erreà presented the new away kit that the Crociati will wear during the 18/19 season that marks the return to Serie A. The kit with…
Parma 2018-19 Errea Third Kit

Parma 2018-19 Errea Third Kit

Parma Calcio and Erreà presented the new third kit that the Crociati will wear during the 18/19 season that marks the return to Serie A. The 2018-19…
Aston Villa 2018-19 Luke 1977 Third Kit

Aston Villa 2018-19 Luke 1977 Third Kit

Aston Villa's electric claret and blue third kit for the 18/19 season has been revealed. The club's first third kit for a decade, their innovative…
Real Betis 2018-19 Kappa Home Kit

Real Betis 2018-19 Kappa Home Kit

Real Betis revealed the new Kappa home shirt for the 18/19 season. The new home kit will be used during the 2018–19 La Liga season, which will be the…
Real Betis 2018-19 Kappa Away Kit

Real Betis 2018-19 Kappa Away Kit

Real Betis revealed the new Kappa away shirt for the 18/19 season. The new away kit will be used during the 2018–19 La Liga season, which will be the…
Napoli 2018-19 Kappa Third Kit

Napoli 2018-19 Kappa Third Kit

This is the new Napoli 18/19 Third Kit by Kappa. Its particularly soft and fresh material provides the body with a unique level of comfort for a…
Napoli 2018-19 Kappa Away Kit

Napoli 2018-19 Kappa Away Kit

This is the new Napoli 18/19 Away Kit by Kappa. Its particularly soft and fresh material provides the body with a unique level of comfort for a…
Portsmouth 2018-19 Nike Third Kit

Portsmouth 2018-19 Nike Third Kit

Portsmouth FC revealed the club’s new third kit by Nike for the 18/19 campaign. Kenny Jackett’s side will be dressed in a stylish black outfit for…
Hull City 2018/19 Umbro Third Kit

Hull City 2018/19 Umbro Third Kit

Hull City revealed the club's new third kit by Umbro for the 18/19 season. A bright white shirt, which follows on from a number of popular white away…
Sydney FC 2018-19 Puma Third Kit

Sydney FC 2018-19 Puma Third Kit

Sydney FC have unveiled their new Puma third kit for the Hyundai A-League 18/19 Season. The navy blue third kit has a slim-fit shirt and is fashioned…
Sydney FC 2018-19 Puma Away Kit

Sydney FC 2018-19 Puma Away Kit

Sydney FC have unveiled their new Puma away kit for the Hyundai A-League 18/19 Season. The away kit is a predominantly white design with sky blue…
Sydney FC 2018-19 Puma Home Kit

Sydney FC 2018-19 Puma Home Kit

Sydney FC have unveiled their new Puma home kit for the Hyundai A-League 18/19 Season. Reminiscent of the jersey worn during their double-winning…
Mamelodi Sundowns 2018-19 Puma Third Kit

Mamelodi Sundowns 2018-19 Puma Third Kit

Puma unveiled a blue Mamelodi Sundowns third kit for the 18/19 season, as a tribute to the Vodacom Bulls. The design of the kit continues the Beat of…
Melbourne City 2018-19 Nike Third Kit

Melbourne City 2018-19 Nike Third Kit

Melbourne City FC launched the new season’s 18/19 third kit at the new 5-Storey Nike Phantom Pyramid in Melbourne. For the first time in its history,…
Melbourne City 2018-19 Nike Home Kit

Melbourne City 2018-19 Nike Home Kit

Melbourne City FC launched the new season’s 18/19 home kit at the new 5-Storey Nike Phantom Pyramid in Melbourne. This 2018/19 Melbourne City FC…
Tottenham Hotspur 2018-19 Nike Third Kit

Tottenham Hotspur 2018-19 Nike Third Kit

The new Tottenham Hotspur 18/19 third kit by Nike has been revealed. For its season-opening away match, Tottenham Hotspur will debut the club's…
Leeds United 2018-19 Kappa Away Kit

Leeds United 2018-19 Kappa Away Kit

Leeds United have unveiled the club's new away kit for the 18/19 season. The new away shirt is navy blue in colour featuring a white club crest and a…