The Evolution of Athletic Shoes

By: Jason Petrina



The evolution of athletic shoes begins with the first rubber soled shoe, which were referred to as plimsolls. Simple in design, they effectively covered up your feet and were manufactured beginning in the late 1890s. You still see the simple style today, but not for use as an athletic shoe so to speak. If you have noticed, fashion always repeats itself. Now fashion is bringing back retro shoes from sneakers to even casual shoes, the selection of shoes these days are literally endless!

Athletic shoes began as canvas top and rubber soled shoes that were referred to as sneakers. U.S. Rubber used the brand name Keds to sell the first sneakers in 1917. In general, sneakers made by many manufacturers were the only athletic shoe available in the United States until the late 1950s when a member of the University of Oregon's track team discussed the inferiority of sneakers for running and training. Phil Knight was a business major and coach, Bill Bowerman discussed the lack of adequate sport shoes many times. Over the course of their friendship, they began to design an alternative to the sneaker as an athletic shoe. In 1964, Knight and Bowerman formed a company to develop and construct a shoe that would be lighter for a runner to wear and thus, make the runner more competitive. The Greek goddess of victory is named Nike, which was the inspiration for the name of the company.

Bill Bowerman and Phil Knight took their shoes to track meets around the Pacific Northwest and sold them. As time went on, Knight developed the signature waffle soles for Nike, which he made by shaping rubber in the waffle iron that he had at home. Knight is credited with many innovations that helped athletes become more competitive because of their lighter shoes and increased comfort. In 1972, Knight used a marketing ploy that helped put Nike on the map. The slogan for the campaign indicated that four of seven runners to qualify in the United States Olympic trials word his shoes. The other three runners wore Adidas athletic shoes, which were manufactured in West Germany. Once the campaign was launched, athletes around the world began to take notice of the upstart athletic shoe company.

Other innovations by Nike include, wedge heel, nylon upper and the cushion middle sole, which combined with marketing strategies that included hiring popular and talented athletes to endorse Nike shoes. In fact, Michael Jordan's Air Jordan shoes sent sales of Nike athletic shoes through the roof! After relying on the endorsements and with one of the most successful marketing campaigns of all time, Nike brand athletic shoes are sold around the world to rave reviews. Nike is still one of the most established brands in athletic wear, it is impossible not to spot around the malls and on the field.

The Nike founders used appealing slogans and images to sell their shoes. The founders also used a logo which became known as the Nike ‘swoosh’, which looks like a curved checkmark. The logo is so well known that at the sight of the logo, you know that it means "Nike". The ‘swoosh’ is perhaps the most successful marketing of any logo in the history of marketing and is recognized world wide by the young and the elderly. Nike is known for its excellent quality in athletic wear.

Athletic shoes became designer shoes with the advent of different shoes for different sports activities. Popular celebrities wore Nike shoes all of the time. In fact, Jerry Seinfield only wore athletic shoes while his situation comedy was on the air. Seinfeld is not only credited with continuing the popularity of athletic shoes, but of other products. This is precisely why the use of popular celebrities, including athletes helps a company like Nike succeed. Knight and Bowerman took an innovation in footgear and made it a way of life. That is marketing success.


Jason Petrina is the Editor and Publisher of Article Click. For more FREE articles for your ezine and websites visit - www.articleclick.com