Nike hit the ground running in 1962. Originally known as Blue Ribbon Sports the company focused on providing high-quality running shoes designed for athletes by athletes. Founder Philip Knight believed high-tech shoes for runners could be manufactured at competitive prices if imported from abroad. Nike's commitment to designing innovative footwear for serious athletes helped it build a cult following among U.S. consumers
Nike believed in a "cyramid of influence" in which the preferences of a small percentage of top athletes influenced the product and brand choices of others. From the start its marketing compaigns featured accomplished athletes.