The ‘SWOOSH’ that changed the world.
Just about everyone knows what this iconic tick symbolizes, or have at least come across it. But how did this simple ‘swoosh’ come to represent what it does today? What comes to mind when we think of Nike? Is it sneakers? Is it that slogan that went viral after Shia LaBeouf repeatedly screamed ‘Just Do It!’? Or the empowering ads that look too good to be true?
Unlike other brands that focuses on selling a product, Nike sells emotion, aspiration, dreams and victory. From the beginning, they wanted to tell stories; stories that have the ability to make us feel, stories that tapped into our emotions and moved us. And they certainly did that. Their first ever brand ad was revealed in 1977 with the tagline ‘There is no finish line’ and interestingly enough, this ad featured zero product but a single photo that spoke volumes.
Nike also prides itself for its innovation and modernity, through the 1989 film that started it all – ‘Back to the future II’. Featuring an ambitious self-lacing sneaker, the film instantly elevated Nike’s brand image to where it is today.
The brand continuously sponsors the highest profile athletes, sports teams and celebrities which explains the desirable status symbol one attains by adorning a Nike product. Not only is Nike associated with sport, the name is also now a significant part of hip hop culture, street style, music and the intangible aspects like status, empowerment, perseverance and achievement.
Who knew a simple tick-shaped ‘swoosh’ would eventuate to symbolize so much.