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Blue Ribbon SportsвЂ™s performance-oriented product innovations and mastery of low-cost production translated into shoes athletes wanted to wear and could afford. Blue Ribbon Sports started out distributing running shoes for a Japanese company, then shifted to designing its own shoes and outsourcing them from Asia.

NikeвЂ™s roots go back to a company called Blue Ribbon Sports, which Knight, a former runner at the University of Oregon, and Bill Bowerman, KnightвЂ™s former track coach, created in 1962. Ultimately, says founder, chairman, and CEO Phil Knight, the company realized that the way forward was to expand its focus from the design and manufacture of the product, where Nike had always excelled, to the consumer and the brand. All of those problems forced the company into a period of intense self-examination. After more than a decade of meteoric growth, Nike misjudged the aerobics market, outgrew its own capacity to manage, and made a disastrous move into casual shoes.

So it may come as a surprise that Nike, the consummate marketer, came to understand the importance of marketing late in its life: after it hit the $1 billion revenue mark. Its brand name is as well-known around the world as IBM and Coke. Its athletic footwear and clothing have become a piece of Americana. Its advertising slogans-вЂњBo Knows,вЂќ вЂњJust Do It,вЂќ вЂњThere Is No Finish LineвЂќ-have moved beyond advertising into popular expression.

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