Book: Shoe Dog (2018)

Author: Phil Knight

There’s a high probability that a single person on Earth has not heard of Nike. The ads and athletes. The hype. With apparently nearly 800 million shoes sold annually, everyone has likely owned at least one pair of Nikes. The company is worth over billions of dollars.

How did a shoe brand become so ginormous? They’re selling shoes not real-estate. Before the SNKRS app and Air Jordan’s, there was a twenty-something former college runner who didn’t want a regular job. And he had a certain personality. Standards.

Fantabulous Fact: He didn’t like the name Nike nor did he come up with it.

Shoe Dog covers Nike founder Phil Knight’s personal journey. His view of the people he worked with, what success required, the emotional toll, and fighting for a company he believed in.

Knight essentially stuck to what he knew. He recruited and partnered with successful people who were competitive and innovative. They were also from the best schools as Knight is a self-proclaimed “school snob”. If he chose anyone who was mediocre, aside from the first guy hired for apparel, he didn't say so. It was quite calculated. He had that going for him.

He knew running. He knew running footwear. He knew runners and coaches. He knew he didn't want to work a regular 9-5 or for anyone.

His deal with Bill Bowerman was gold. Bowerman was an innovator. Using waffle makers to make shoes was just the start. The Cortez remains an icon.

He never had money, but he had money. Empty wallets while interviewing candidates, but buying a house on acres of land with a horse stable. Then upgrading during a $25 million government lawsuit.

Nike x the $cientist T is a classic combo. (Image: AKJAM Publishing)

He mentions luck for his success, but evidence of that is unproven in his narrative. His triumph was a result of intellect, insight, tenacity, ivy leagues and working with people who matched that criteria. He’s not a snuggly guy, as confessed in the memoir. He doesn't like losing. He doesn't like not being in control. Even now, in his post-Nike life, he is the chairman of a film company where his son serves as CEO and President after a failed rap career.

Fantabulous Fact: He didn't invent the “air”.

Phil Knight is the guy who married his student at the college he and his father found substandard. His son is a graduate of that school in Portland. He’s the typical rich kid who traveled to find himself. Only, his excursion intended on finding his business in post-war Japan. It was someone else’s business, actually.

Knight is the guy who fights for what he wants because there is no way he’s losing. Onitsuka let him sell their Tigers in the USA, tried to put him under, and now nobody has really heard of them. They’re good. But they’re not Nike. Then the government tried to take him down at the urging of his competitors. They learned not to provoke Phil Knight. He tells the tale like of a boy just protecting his toys. But he knew chess. He knew who to get. He knew not to lose control.

Fantabulous Fact: Nike was the goddess of victory.

Bottom Line

Nike is an inspiring brand. His story is inspiring. But, it’s not like the guy came from dirt. There’s logic to all of it. No luck.

Since he didn't see the point of being a competitive runner, extending his college track skills, then he would take that competitive spirit to business. He says it wasn't about money. But it was and is. Otherwise, why not just be a runner. They make no money, but win. Sometimes.

These are the shoes that kids shoot each other over. The brand that made Michael Jordan’s shoes that are expected to auction over $1 million. This is the story of the man who made that.

This is a story from Knight’s perspective and memory. The people who left Nike to work for Knight’s competitors may write a different story. The fact remains that he led the team, the company, to become a global brand that continues to dominate. That’s worth the read. That’s victory.