Based in Beaverton, Oregon, Nike is the world’s largest athletic apparel company and is best known for its footwear, apparel and sports equipment. Founded in 1964 as Blue Ribbon Sports, it gained its iconic name in 1971, named after the Greek goddess of victory. 

Its tagline ‘just do it’ complements its mission statement to ‘bring inspiration and innovation to every athlete in the world’ with the note that, ‘if you have a body, you are an athlete’. 

This underlying ethos has led its collaboration with brands, athletes and individuals across sports all over the world. Its cutting-edge position and alignment with the current cultural pulse through its many collaborations have translated to its equally innovative retail strategy, which includes pop-ups, sub-brand flagships and the sponsorship of events. Underlying each of these myriad spaces is the idea that sports – regardless of what activity it is, the brand has also been instrumental in gaining recognition and growing popularity for many undercurrent ones – can bring people together.