Nike’s Swoosh Transformed

Nike co-founders Phil Knight and Bill Bowerman, also the University of Oregon track and field coach, were developing a new running shoe—and a new company. During this time, Knight initially founded Blue Ribbon Sports to become the exclusive US distributor of the Japanese Onitsuka Tiger. By 1971, BRS had cut ties with Onitsuka and was preparing to launch its own footwear line. Knight and Bowerman were in need of a company logo. "He [Phil Knight] just wanted it to look like speed," says Swoosh designer Carolyn Davidson. Initially, Davidson was hired as a graphic designer to create presentations for Knight. Davidson drew a handful of logo options on a piece of tissue paper allowing her to easily apply it over a shoe to ensure it passed the visual test. "Well, I don't love it, but maybe it will grow on me," expressed Knight when Davidson first presented her sketches. The Swoosh made its debut on June 18, 1971 and was officially patented on January 22, 1974.