i-D Magazine

i-d.co is best viewed using a newer browser

We recommend you choose one of the following for the best experience possible. Click to download:

I don't mind. Take me to i-D.co anyway

Founded by business graduate Phil Knight and his former running coach, Phil Bowerman, Nike – the biggest sports brand in the world – had its early beginnings importing Japanese training shoes in the 60s. In 1972, the company established itself officially under the name of the Greek goddess of victory and acquired its $35 ‘swoosh’ logo. When Nike signed Michael Jordan to promote his own range of shoes under the brand in 1986, the success of the deal launched what became known as the ‘trainer wars’ with competing sportswear label adidas. Mark Parker joined the company in 1979 as footwear designer, and has remained Nike’s brand president since. Today the ‘swoosh’ is seen as often on the street as it is on the track, and no shoe collection is complete without a few pairs of Air Max and a couple of Jordans. And with the introduction of NIKEiD (great name, huh?) all the label’s sneaks have now become customisable, too. While fitness is the main focus when it comes to Nike’s garments, collaborations with Supreme, Liberty and Comme des Garçons give the sportswear legend’s trainers a firm footing in the fashion stakes.


Latest columns