Anticipating the needs of the consumer

Innovation is what sets Nike apart in the industry. It started in 1971 when Bill Bowerman, then a University of Oregon track coach, poured rubber into his wife's waffle iron hoping to create a new and better sole for running shoes for his track athletes. The result - a light waffle sole that transformed the running world. When thinking about what consumers might need in their footwear, the next innovation came in the form of Nike Air, a durable and lightweight cushioning system for athletic shoes. Nike had anticipated the need for a shoe which had a cushioning system which lasted longer than foam, reduced shock and distributed pressure.