Three marketing lessons from the co-founder of Nike or how to build a sport empire

Phil Knight is a typical example of a self-made person. A student at the Faculty of Economics and runner, at university he dreamed of creating a business selling sneakers. At 26, Phil Knight began selling athletic shoes from Japan from the back of his car. He retired after 40 years and left behind a sports empire with 5,000 stores and sales of 16 billion US dollars. Phil Knight described the history of his business in detail in his memoir Shoe Dog. On 500 pages, there is no hint of business theory - only experience. According to it, we will analyze what the brand’s marketing strategy was based on.