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Since its founding in 1964, Nike has become one of the most influential sports brands in the world.
In particular, Nike's popularity continued steadily from the 1990s through the 2000s,
and it remains beloved to this day.
So, what are the reasons Nike has been able to maintain its popularity for such a long time?
1. Innovative Product Development
Since the 1990s, Nike has continuously led the market by developing innovative products.
Representative examples include the Air Huarache, released in 1991,
the Air Max 97, which appeared in 1997,
and Nike Free, which gained popularity in the early 2000s.
One of Nike’s most iconic innovations is its Air Technology,
which first appeared in 1987 and continued to evolve,
receiving much love throughout the 1990s and 2000s.
Through the Air Max series, Nike further advanced its cushioning technology,
offering consumers the best in comfort and wearability.
2. Powerful Brand Marketing
One of Nike’s key success factors is its effective marketing strategies.
From the 1990s to the 2000s, Nike maximized brand awareness by collaborating with famous athletes.
- Michael Jordan and the Air Jordan series: First released in 1984,
the Air Jordans revolutionized basketball shoes in the 1990s,
and the Jordan Brand became an independent line within Nike. - Tiger Woods and golf marketing:
When Tiger Woods entered the professional scene in 1996,
Nike established a strong presence in the golf market. - Soccer and Nike:
Around the time of the 1998 FIFA World Cup in France,
Nike made major strides in the soccer market, gaining global attention
by sponsoring strong teams like Brazil’s national team.
Nike’s “Just Do It” campaign, which began in 1988,
continued through the 1990s and 2000s,
playing a key role in building a strong brand identity.
3. Fusion with Street Fashion
From the late 1990s to the early 2000s, Nike gained huge popularity beyond sportswear,
making waves in the street fashion scene.
As hip-hop culture and sneaker trends merged,
Nike shoes were no longer just sports gear but became fashion items.
Models like the Air Force 1, Dunk, and Air Max series
became especially loved by the youth as they blended seamlessly with street style.
This shift played a major role in expanding Nike’s consumer base.
4. Digital Technology and Online Sales
With the rise of the internet in the 2000s, Nike quickly adapted to the online market.
They launched official websites and online stores, making it easier for consumers to shop,
and introduced NikeiD, a custom product design service.
These digital strategies helped Nike connect more closely
with a new generation of consumers.