The Just Do It juggernaut traces its beginnings back to 1963 when a young Phil Knight on a wanderlust world trip visits the Japanese shoe manufacturers Tiger. Phil Knight representing himself, under the name Blue Ribbon Sports, as an interested distributer for running shoes in the United States, convinces Tiger to allow him to distribute their running shoes. If rumors are to be believed, Phil Knight made an impromptu decision to visit Tiger while traveling as an opportunity to avoid having to join the corporate world on his return home. Although it should also be noted that Phil Knight did submit a business plan, by which he sourced shoes from Japan to sell in the US, as one of his university assignments.

Knight along with running coach Bowerman, sold shoes under the name Blue Ribbon Sports, out of the boot of his car. After hiring their first full time salesman Jeff Johnson, Nike rode the wave of success as they started to expand their shoe empire. In 1971, Knight devised the Nike name and the trademark swoosh, Nike Tick. The company changed its name in 1972 to Nike. It also started to focus on all athletic shoes , not just running shoes. 1988 saw Nike launch its Just Do It advertising campaign, and Nike has continued to gain momentum. Nike has branched out of shoes to include a large range of sporting and street wear goods and apparel, sports watches included.

The name Nike comes from Greek Mythology, Nike the winged goddess of Victory who sat at the side of Zeus. The Nike swoosh is a representation of the goddess's wings.