Essay PreviewMore ↓
Bowerman was born in Portland, Oregon in 1911. He went to the University of Oregon where he studied physical education, wrote a best seller about running, and from 1949 to 1972, coached his alma mater into becoming a top-tier school for track and field. Bowerman was known for always demanding the highest effort from his athletes; he would demand the athletes to run three times a day. The Oregon coach always tried to be at the cutting edge of technology by designing better track surfaces, improved training, and, most importantly, developed the obsession for lightweight, high quality running shoes. Because of his constant desire to have the best shoe out there, he was able to innovate the running shoe industry, which had still relied on designs from fifty years ago, and developed the Waffle Racer, on which all running shoes are still based on. Yet as innovative as the shoe was, had Nike not had his former steeplechaser, Phil Knight, marketing the shoe, none of this would have mattered and casual runners today most likely would be still wearing canvas shoes.
Phil Knight was born in Portland in 1938 to Oregon's only billionaire, where he became interested in track in part because it "Allowed the people that trained the hardest to succeed." So in college, he studied shoe design while being coached by Bowerman. Knight was convinced that he could market the innovations developed by Bowerman. Knight successfully convinced star athletes to endorse his product, including Steve Prefontaine, a middle distance star racer, and four of the top seven American track Olympic qualifiers. This convinced other athletes to wear Nikes and it eventually trickled down to the ranks of Joe Jogger, who had just become part of the first running boom. Knight helped developed advertisements such as the famous Just Do It, and promoting the first ever cross-training shoe by getting famous two sport athlete Bo Jackson to endorse with the campaign “Bo Knows”. These slogans helped convince Americans to run and do other fitness activities.
How to Cite this Page
"The Nike Waffle Racer Changed America." 123HelpMe.com. 12 Dec 2019
Need Writing Help?
Get feedback on grammar, clarity, concision and logic instantly.Check your paper »
- Many people in this world have certain things that interests them, or something they care about. But one thing that a lot of people go crazy for is shoes and not just any shoe, it is the shoe brand worn and inspired by the greatest player to ever play the game of basketball Michael Jordan. It was him who made these shoes so popular that people are willing to camp out in front of the place releasing them, also so popular that some people are crazy enough to spend almost $800 on just one pair. The good thing though is that if you take care of them they can last a really long time.... [tags: Air Jordan, Michael Jordan, Nike, Inc.]
2356 words (6.7 pages)
- Materialistic things consume today’s society, whether it is cars, clothing, or jewelry, in a sense we rely on these objects for our happiness. Companies such as Nike, Gap, and Toms, have all had major success do to their loyal customers, who seek the name brand logo of their company. These companies have continued to grow tremendously, making billions of dollars; the companies strive to find ways to outsourcing its manufacturing, in hopes of making more and more profit. Profit is not the only thing that rises, many questions and investigations have occurred, exposing the poor ethical choices these businesses have made.... [tags: NIKE CSR]
1043 words (3 pages)
- Nike Inc takes pride in being an ethical company. Nike places their responsibility to their stakeholders, internal and external, at the top of their priority list. They expend great of time, money, and resources to ensure that they are fulfilling their ethical duty, and achieving the highest standards of ethical responsibility. Because of Nike’s efforts to maintain their ethical integrity, Nike is a good corporate citizen. Nike’s motto says that Nike Inc was founded on a handshake. Their goal from the beginning was to build business with their partners based on trust, teamwork, honestly, and mutual respect.... [tags: Nike's Labor Practices]
1768 words (5.1 pages)
- Table of Content: • Introduction • Case study analysis • Facts which impact the decision : • Choices/Alternatives • Stakeholder • How do the alternatives impact society. • How do the alternative impact business. • How do the alternatives impact me, as a decision maker. • How ethical or unethical would be each of my alternatives. • What course of action should be taken. • Conclusion • Recommendations • References …………………………………………………………………….. Introduction: This paper will give a brief introduction about the history of Nike Sweatshops which will shed the light on their public image and their manufacturing process.... [tags: Nike vs Human Rights]
2677 words (7.6 pages)
- Analysis of Nike Corporation Financial Analysis Description of Company History Nike Corporation has become one of the most competitive sports and fitness companies worldwide. Two runners, Bill Bowerman and Phil Knight, from a small town in Oregon embarked upon the business with a handshake agreement. The enterprise began in January of 1964 with the introduction of Blue Ribbon Sports. In 1966 the handshake between Bowerman and Knight was made official with a formal written partnership. While the company was still young there were others who were imperative participants in the growth of the corporation.... [tags: Business Analysis Nike Finance]
1741 words (5 pages)
- Analysis of Nike Basketball players “wanna be like Mike”, but shoe companies “wanna be like NIKE.” NIKE is the worlds #1 company and controls more than 40% of the US athletic shoe market. The company designs and sells shoes for just about every sport, including baseball, volleyball, cheerleading, and wrestling. NIKE also sells Cole Haan dress and casual shoes and a line of athletic wear and equipment, such as hockey sticks, skates, and timepieces. In addition, it operates NIKETOWN shoe and sportswear stores and is opening JORDAN in store outlets in suburban markets.... [tags: Nike Tennis Shoes Retail Businesses Essays]
3790 words (10.8 pages)
- Nike: The Sweatshop Debate SYNOPSIS Nike is a worldwide global corporation that has its shoes manufactured on a contract basis in places like Asia, China, and Vietnam. Although it does not actually own any of the manufacturing locations, it has long been accused of having its products manufactured in facilities that exploit workers. Although Nike admits some wrongdoing in the manufacturing facilities of its contractors, it claims to have started a commitment to improve working conditions in those facilities.... [tags: Low Cost Labor Outsourcing Nike]
1361 words (3.9 pages)
- Nike Case Analysis The Positioning statement of Nike is “For serious athletes, Nike gives confidence that provides the perfect shoe for every sport”. In today’s competitive environment, Nike, one of the global leaders in sporting goods industry, has established a strong position for enhancing athletic life style. It’s the number one sports manufacturer in the world design by Nolan Breitbarth in the 1970s with Phil knight founder of Nike Inc. It is the leading sporting goods Company in the United States and hundred and ten countries.... [tags: Nike Business Analysis Marketing]
943 words (2.7 pages)
- In this Case Study Analyses, an objective SWOT Analyses will be done to help identify potential strengths, weaknesses, opportunities, and threats within the Nike Corporation. It will look at the role of promotions as a consumer product company, offer possible promotional objectives, and consider other promotional methods the Nike Corporation may wish to implement in its quest to remain the market leader. History, Development, and Growth From their marketing strategies to their selling philosophies, Nike has developed one of the most recognizable and demanded name and logo tandems ever created.... [tags: Marketing Case Study Analysis Nike]
1597 words (4.6 pages)
- Case Study: Nike, Inc. International Business and Trade Unit II (Prof. Sosland) Vera Tillmanns 1. Company Ethics: Nike Inc. in Cooperation with its suppliers Many global companies like Nike, Inc. are seen as role models both in the market place as well as in society in large. That is why they are expected to act responsibly in their dealings with humanity and the natural world. Nike benefits from the global sourcing opportunities, therefore areas such as production and logistics have been outsourced to partner companies in low-wage countries like China, Vietnam, Indonesia and Thailand.... [tags: Nike Sweat Shop Case Study Analysis Ethics]
1371 words (3.9 pages)
Since a shoe as innovative as the Waffle Racer had never been successful before, Bowerman faced two major challenges when trying to develop it. First, he needed a good sturdy sole that would have excellent traction to allow racers to easily move on the track. Bowerman had previously poured metal into an inverted waffle iron, in an attempt to get a good treaded shoe. Yet the outsole would wear out in five minutes. Then the Oregon coach used latex instead of metal, which ended forever the use of iron in track shoes. The second major challenge was to develop a material lighter than leather and canvas, materials used for running shoes at the time. Bowerman looked to mesh, which he had used for his steeplechasers. He found that a thick mesh coated with stuffing was the answer. Because of these innovations, elite runners and joggers bought the shoe, and reported on the Waffle's "buttery soft feel". After forty years without innovation, the industry, then later the world of fitness, under went a massive transformation, thanks to the use of latex and new materials for the shoes.
The Waffle Racer looked like no other shoe that had come before it. Shaped like a cone with a canvas opening at the end for a foot, it had a massive swoosh, the trademark image for Nike, and was made of light mesh material with latex treads, and at the bottom. On the outsole, the outside bottom of a shoe, were small bumps that made running more smooth. Thanks to Knight's marketing, the bounce and power that many runners felt would convince them that they could be the next Roger Bannister, the first runner to run under a four minute mile. At the side of the shoe was the iconic swoosh that looks like a demented curvy check, which helped give Nike the arguably most distinctive logo ever and instilled customer loyalty. There were fewer eyelets than previous running in part due Bowerman’s attempts to make a light shoe. The new mesh material of the shoes replaced the hard stiff leather that had been the dominant material. For runners used to wearing a shoe that caused chafing, excessive sweating, and slower times, the Racer was practically a godsend.
Though the Waffle Racer affects everyone who has ever exercised after 1972, other shoes helped influence it. In the nineteenth century, a leather spiked shoe was introduced to England. About a hundred years later, Adolf Dassler, the founder of Nike's chief rival Adidas, invented a shoe using tent canvas and an outsole made of rubber from fuel tanks. After this shoe was developed, virtually all major innovation in the running shoe stopped until Nike came along. The Nike and Bowerman's book gave rise to the running boom of the 1970s by making Americans appreciate the value of exercise, this led them to buy sports apparel and better equipment, soon the sports industry became a hundred-billion-dollar industry, all due to a shoe that used latex and whose ads encouraged runners to be like Steve Prefontaine and later to "Just Do It".
Bowerman's brilliant use of latex in a waffle iron, and Phil Knight's marketing genius helped launch the fitness industry. In Bowerman's book Jogging, he showed eager boomers and older people concerned about their health that running was a cure-all , and that the casual runners needed the latest gear, whether it be a Nike latex shoe then or Goretex tank tops today. People who believe that noncompetitive sports changed their life and got them into shape should thank the company with the demented, curvy checkmark.