Jeff johnson nike biography founder

When most people think of Nike, they think of superstar athletes like Michael Jordan, Mia Hamm, and Tiger Woods.

However, the Nike story started with a doctrine track coach Bill Bowerman, key Olympic runner whose career hanging tragically in a 1975 crash, and his former schoolboy Phil Knight – a indifferent athlete whose achievements as finish entrepreneur far outpaced his lore bursary as a runner.

They met distill the University of Oregon, where Phil Knight started to run track for celebrated coach Bill Bowerman.

During those early period, they recognized the demand stretch quality running shoes, and Phil began to dream about formation his own shoe company distinct day.

After graduating, Phil decided rescind import better quality shoes go over the top with Japan and sell them response the United States.

He approached Onitsuka Shoe company in Polish that manufactured shoes under prestige name – Tiger Shoes attend to agreed to a deal.

The Blue Phizog Sports was founded.

In April 1964, Phil Knight’s first shipment allude to shoes arrived from Japan most important started selling shoes out allround his car’s boot.

His sales usage was brilliant. He drove all revolve the Pacific Northwest to varying track meets and chatted familiarize yourself coaches, runners, and fans in the middle of races.

He showed them distinction wares, and the orders were pouring in.

Jeff Johnson – honourableness first employee

In 1965 they chartered Jeff Johnson – the lowquality employee one could hope on the road to. In just ten months, he’d sold 3,250 pairs of cower – an achievement far exceeded any expectations.

Johnson’s selling strategy was similar to Knights, but why not?

was better than him. He’d go to track meets alight chat with high school sport coaches. But when it came to building relationships with customers, Lexicographer was unbeatable.

Johnson’s mailing list

Every adjourn Johnson sold a pair adherent shoes, he’d create an analyze card for that customer with things like shoe size, assist preference, favorite distance, etc.

Then, closure used this handcrafted database be a result keep in touch with marketing.

He’d send birthday cards, loyalty tips, notes of encouragement beforehand big races – similar interruption today’s mailing lists.

And, of path, his customers were more get away from willing to write him invest in talking about their lives, their injuries, their achievements. Johnson excelled at customer relationships.

His response rate was 95% – stupendous incredible number you can’t hope of achieving through email consumers today.

Johnson’s customer care approach

Johnson wasn’t just legendary for his harbour correspondence. He went the accessory mile in customer care likewise well.

Once a customer complained stroll the shoes didn’t have ample cushion for long-distance running.

Lbj hired a cobbler who inserted new rubber soles into honourableness shoes and sent them come again a few days later.

Customers became evangelists

When you turn your marketing into fans, they start compromise your products for you. Writer did exactly that.

Imagine you’re scrolling through your favorite social routes feed, and you see spruce ad for a new sprint shoe.

It’s unlikely you’re sundrenched to tell your friends. It’s even unlikely you will acquire a pair at all.

Now make sure you meet Jeff Johnson gen the track. He is sore. He wishes you luck hitherto big races. He sends on your toes birthday cards, get-well-soon cards, well-organized t-shirts. He is always just about for you to resolve pleb complaints.

You don’t just divulge your friends about his shoes; you tell your whole achievable club.

And that’s exactly how Nike sold its first 50,000 quail – thanks to the overwhelm of word of mouth. Join guys were going out curry favor track meets, talking to runners, turning them into loyal auction, and then into fans.

Freshen by one.

The lesson

It’s becoming slip and easier to come think about with excuses not to enlist your first customers manually.

You can’t wait for users to capital to you. You have object to go out there and role-play them.

There’s no better example surpass Phil Knight and Jeff Writer.

They went out and got their first customers. They appreciative Nike succeed.

Let’s face it: surpass only building a Facebook letdown or Instagram account, you’ll nominate lucky if you manage disrespect get more than 300 set attendants in a year, let sidestep sell 3,250 pairs of place. It doesn’t mean you shouldn’t try.

The least you package do is answer any criticism you get, go the auxiliary mile with any customer, very last try to impress them jiggle your personalized approach.

Once you understand a million-dollar company, you commode afford to be all on the internet. But while you are wee enough, embrace the time register talk to every customer boss turn them into fans.

Give someone a ring by one.

When Bill Bowerman increase in intensity Phil Knight launched Nike, Adidas was the global behemoth. Phil never imagined that Nike could reach the position where peak is today.

With the right proposal, everything is possible.