(Design, illustration, layout and ideation)
The inside of the end
Deso x "Nike Inc." 2022©
1970/1980
The 70’s were crucial for Nike, because after founding Blue Ribbon Sports and having a conflict with their Japanese supplier, they decided to go solo and create one of the best known sports brands in the world. Thanks to the idea of Bowerman who proposed a new shoe design, a cushioned insole covered with soft sponge rubber for the heel and forefoot.
CORTEZ, BLAZER, WAFFLE TRAINER & TAILWIND
1980/1990
The 80’s started in style thanks to the success of the “Nike Air” technology sponsored by Michael Jordan. In 1987 the brand leads the industry thanks to the Air Max: the first Nike shoes with visible inner tubes. A year later, the brand launches its most famous slogan: Just Do It. That makes you always do what you feel like doing at that moment.
AIR FORCE 1, DUNK MIND, JORDAN 1 & AIR MAX 1
1990/2000
Nike opens the first “Niketown” store in Portland (Oregon), signs contracts with soccer players of the Brazilian national team, but undoubtedly its greatest achievement was signing in 1996 with “Tiger” Woods, a golf player with great repercussion for his international tournaments. The decade ends with the death of Bill Bowerman (co-founder of the brand) on December 24, 1999.
AIR MAX 90, AIR MAX 95, BARRAGE & AIR MAX PLUS >TN
2000/2020
Air Max and Shox had great importance in these years, since a few years ago a new line of shoes called “Nike Shox” was created, based on a new cushioning system that took 15 years to develop. In these years the first global marketing campaign was designed: “Secret Torunament” > “Great athlete, great ad, great product.
M2K TEKNO & AIR MAX 720
2020/PRESENT
Today, Nike continues with the constant search to develop better products, expanding into new markets such as China and thus achieving and having an important presence in all sports disciplines such as American soccer.
VAPOR MAX 360 & CRATER IMPACT
