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Phil Knight founded the organization in 1964. Although the name was later changed it had been initially Jordan 12 Taxi for sale founded as Blue Ribbon Sports. The last name of the company was picked after a dream was had that included the Greek Goddess of victory, Nike. The organization is well known for it's swoosh emblem also and came up with that soon after the name change.

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Distribution strategies embraced by an organization can either give them an edge in market or make them lag behind the winners in the market. The more efficient the product distribution is the more sales and thus more profits. The delivery of the right product and at the right time to the consumer not only effects utility but also leads to high degree of consumer satisfaction and loyalty. Nike distributes its products on level basis. The high priced premium products are given to certain distributors while leaving the low priced to be sold at highly discounted prices at mega Jordan 12 Taxi retail stores such as WalMart. Nike has contracted a number of professional and celebrity athletes which have managed to draw a considerable attention to their products. Some of the sportsmen signed by Nike include soccer stars such as Ronaldinho, Ronaldo and Roberto Carlos, Basketballers such as Jermaine O'Neal and Lebron James2, triathlete Lance Armstrong and golf superstar Tiger Woods. This has created a relatively high degree of Nike products' awareness. Besides the signing of celebrity sportsmen to promote their products, Nike has also employed a great deal of advertisements through the mass media. Nike employs a selective demand advertisement focused on the high priced shoes used for traditional sports (Goldman S, 2000, pp154).