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Adidas Superstar Femme
« on: May 17th, 2018, 9:49pm » |
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It wasn’t always like this. Back in 1964, former University of Oregon runner Phil Knight and his former coach Bill Bowerman founded the company in order to help the running community get access to the best shoes. They called it Blue Ribbon Sports (BRS), the nascent company started out as a distributor for Onitsuka Tiger. Apparently Bowerman sold most Asics Gel Lyte 3 Womens of the shoes out of his trunk at track meets.
It didn’t take long for Knight—who was finishing up his MBA at Stanford—and Bowerman to realize they wanted to do their own thing. Bowerman had designed a cushioned running shoe that Onitsuka released in 1969 as the Tiger Cortez. Around the same time, though, he and Knight started working with a factory in Japan to produce their own line of sneakers. They called it Nike. And do you know what Nike Iternationalist Damen one of the first models was? The Nike Adidas Adilette Slides Damen Cortez.
Onitsuka didn’t even realize Bowerman had repurposed the design until an official visited the old BRS warehouse in Los Angeles. Nevertheless, a court decided that both companies could make the shoe. In effect, Knight and Bowerman were selling the same shoes to the same runners, except they’d replaced the Onitsuka logo with their own. A local student named Nike Air Max 90 Femme Noir Carolyn Davidson designed the “Swoosh,” and Nike paid her just $35. Over a decade later, Knight gave Davidson “a gold Swoosh ring embedded with a diamond… and an envelope containing Nike stock” for her work.
And so, Nike’s tradition of clever marketing and borderline trickery had begun. Knight and Bowerman realized early on that they weren’t necessarily selling a unique product. They were selling an idea, too. The Swoosh, the athlete endorsements, the slogans—it all added up to a brand that encouraged people to believe in products rather than performance.
Nike was ready for a boost by the end of the ‘70s. The company enjoyed explosive success after its endorsement of record-smashing distance runner Steve Prefontaine and the release of the famous Waffle Trainer–for which Bowerman developed the sole by pouring rubber into his wife’s Nike Air Max 1 Damen waffle maker. Then, in 1978, Nike revealed the next big thing: the Air Tailwind.
First produced for the Honolulu Marathon, the Nike Air Tailwind included new technology developed by former NASA engineer M. Frank Rudy. Rudy’s innovation repurposed an aeronautics technique called blow rubber molding. It was once used to create astronaut helmets for the Apollo missions Nike Air Max 90 Mujer and later enabled Rudy to design a hollowed-out midsole in which he embedded polyurethane pouches filled with dense gases.
Rudy patented the design in 1979. The idea—as well as the branding strategy—hinged upon the assumption that running on air would provide superior cushioning, since the sacks of gas wouldn’t wear out after repeated use. Nike Air was initially marketed to elite runners, though that strategy shifted over time to include anyone with $100 or more to spend on Adidas Superstar Femme sneakers.
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