WHY NIKE'S NAME CAME FROM A GREEK GODDESS
Before it became one of the world's most recognizable brands, Nike had a completely different name.
The company was originally:
BLUE RIBBON SPORTS.
Then its founders decided they needed a name that sounded more like a real sports brand.
The answer came from ancient Greece.
THE GODDESS OF VICTORY
Nike is the name of the ancient Greek goddess of victory.
In Greek mythology, Nike represented victory and was often depicted with wings.
That connection made the name almost perfect for a company selling athletic footwear.
The message was simple:
SPORT → COMPETITION → VICTORY
BUT NIKE WASN'T THE FIRST CHOICE
When Blue Ribbon Sports was looking for a new name in 1971, several possibilities were considered.
One of them was:
Dimension Six.
Another was:
Nike.
The decision wasn't made through a huge branding agency campaign.
It was reportedly made under considerable time pressure.
One of the people involved, employee Jeff Johnson, suggested Nike.
THE DEADLINE
Blue Ribbon Sports co-founder Phil Knight wanted a new company name.
But the team was struggling to agree.
According to accounts of the company's history, Knight eventually received a phone call in the early morning hours from the team telling him:
“Nike.”
Knight reportedly wasn't completely convinced.
But the company needed a decision.
Nike it became.
THEN CAME THE SWOOSH
The name was only part of the transformation.
Nike also needed a symbol.
In 1971, graphic design student Carolyn Davidson created the famous Swoosh.
She was paid $35 for the original design.
Knight's initial reaction wasn't exactly enthusiastic.
He reportedly said:
“I don't love it, but I think it will grow on me.”
It certainly did.
WHY THE NAME WORKED
Nike had several advantages.
SHORT
Easy to remember.
DISTINCTIVE
It didn't sound like a generic sports company.
MYTHOLOGICAL
It carried a story thousands of years old.
RELEVANT
Victory is directly connected to competition.
And most importantly:
IT DIDN'T LIMIT THE COMPANY
The name wasn't tied to running shoes.
It could work for football, basketball, tennis, training, clothing and eventually almost every major category in sports.
THE BRAND BECAME BIGGER THAN THE MEANING
Today, most people don't think about Greek mythology when they hear:
NIKE.
They think about:
Sports.
Athletes.
Performance.
Competition.
The Swoosh.
That's what happens when a brand becomes powerful enough.
The original meaning becomes the foundation.
The company's own reputation becomes the meaning.
SIMPLE IDEA
A strong brand name doesn't necessarily need to explain exactly what a company sells.
Sometimes it's better if the name gives the company a story and an association that can grow over time.
Nike didn't name itself:
“American Running Shoes.”
It chose a word connected to:
Victory.
MAACAT PERSPECTIVE
Nike's name was more than a reference to ancient mythology.
It gave the company an idea to build around.
Every athlete competes.
Every competition has a winner.
And the name quietly connects the brand with the thing athletes ultimately chase:
Victory.
