Making Moves: A History of Nike’s Iconic Swoosh
What do eavesdropping, Portland State University and an accounting class have to do with Nike’s iconic Swoosh? Everything.
The year was 1971. Carolyn Davidson, a recent Portland State University transfer, enrolled in a design class to fill an empty elective. Davidson lamented to a classmate that she wasn’t able to enroll in an oil painting class because the fees were too expensive. By fate, her cry for help was heard and answered. Davidson recalls, "A tall man in a suit walked up and said, 'Are you the one who can't afford to take oil painting?'” That man was Nike co-founder Phil Knight, who at the time was teaching an accounting course to help make ends meet for his start-up Blue Ribbon Sports. Knight was in need of someone who could make nice charts and graphs for executives coming from Japan. “I'll pay you $2 an hour to make them,” he offered Davidson. “Are you interested?”
Pleased by Davidson’s work, Knight briefed her with a new design request. Knight and Nike co-founder and University of Oregon track and field coach Bill Bowerman were developing a new running shoe—and a new company. Knight was inspired by adidas’ iconic three stripes and left Davidson with a reference and a need for a logo that looked like speed. Without hesitation, and competition, Davidson accepted the task, calling it “a designer’s dream job.”
"I drew a picture of a shoe and then I drew [logos] on tissue. Then I'd lay it over.” This process helped Davidson narrow down her two to three weeks’ worth of doodles, ensuring the stripe looked good on a shoe. She delivered the designs to Knight, who took them to his colleagues to review. His response was disappointing: "Well, I don't love it, but maybe it will grow on me." Davidson sent the bill of $35, equivalent to 17.5 hours of work, far less an amount than she actually spent on the project.
Still short on ends, the company would not decide the name "Nike" until weeks later. That's when Jeff Johnson, Nike's first employee, called Knight the day the patent was due and suggested the “Nike” name after seeing it in his dream the night before. (The name derives from the Greek goddess of victory.) Originally, Knight was convinced the name “Dimension 6” was the company’s future.
The Swoosh was officially patented on June 18, 1971. Davidson continued to work for Nike as a designer creating ads, posters and catalogs. A few years later, after Davidson parted ways with the company, she was invited back to Nike to have lunch. Upon arriving, she was treated with a surprise reception in her honor, a Swoosh shaped gold ring and 500 shares of Nike stock, which she still owns.
Fast-forward to today. The Swoosh has evolved into many different forms but still exists as Davidson drew it on that piece of napkin.
Here are some Nike sneakers that helped define the global icon over the decades:
Cortez Basic Leather OG 'Forrest Gump'
The Classic Cortez SE 'OG' features the white, Varsity Royal, and Varsity Red color scheme made famous by the 1994 film Forrest Gump. This version upgrades the classic silhouette with a more durable leather upper, a lower cut fit around the ankle, and improved cushioning on the sole.
Stranger Things x Blazer Mid 'OG Collection
The Stranger Things x Nike 'OG Collection' was released in July 2019 to welcome the season 3 premiere of Netflix's Stranger Things. Each style from the pack is a thematic take on a classic shoe that would have been commonplace in the 80s. The tongue features 'Stranger Things' branding on the outside and 'July 4th 1985, Hawkins, Indiana' on the inside to mark the premiere's setting. This Nike Blazer Mid has a red, white and blue color palette, with the latter taking over its suede upper. Leather panels at the heels are printed with '1985.'
This iteration of the Nike Blazer utilizes the original Swoosh shape, which is larger and fatter. Subsequent releases have toned the Swoosh down to the more streamlined shape.
Air Force 1 '07 'White'
The Nike Air Force 1 Low is a modern take on the iconic white on white low top Air Force 1. Released in honor of the classic shoe's 25th anniversary in 2007, the sneaker features an upgraded, crispier 10A full grain leather white upper with a matching white Air-cushioned rubber sole.
Dunk Low Retro SP 'Kentucky'
Celebrating the silhouette’s 35th anniversary, the Dunk Low Retro SP ‘Kentucky’ borrows a familiar color scheme from Nike’s legendary ‘Be True to Your School’ series from 1985. The high-top basketball shoe originally made for the University of Kentucky is updated as a versatile low-top, featuring a white leather upper with royal blue overlays. A breathable mesh tongue is topped with a woven Nike tag, complementing a second Nike logo hit on the heel tab.
Air Jordan 1 Retro High OG 'Chicago' 2015
The Air Jordan 1 Retro High OG ‘Chicago’ 2015 is a retro of the first signature shoe for Michael Jordan. Featuring the Swoosh prominently as well as the Wings logo, it is the only Air Jordan in the line to feature a Swoosh on the profile until the Air Jordan 31. This Bulls colorway launched MJ’s basketball career into full gear, as well as changing sneaker culture forever.
Air Max 1 OG 'Anniversary' 2017
Air Max 1 OG 'Anniversary' 2017 is a rerelease of the 1987 OG University Red colorway. The design combines a white and grey upper with a University Red Swoosh and University Red overlays around the base.