Since taking over in 2006 from the outsider Knight first recruited for the job, Parker has overseen a more than doubling of Nike’s sales. To outward appearances, Knight and Parker are a study in contrasts. Knight is an MBA and still an irascible presence around Nike’s Beaverton, Ore., corporate campus. Parker is a soft-spoken shoe designer, known for a thoughtful if demanding management style. ... Parker was one of Nike’s earliest recruits—he joined a design outpost in New Hampshire in 1979—and has succeeded at every task assigned to him since. ... Parker’s meticulous approach to product development, known as “design thinking,” is all the rage, thanks to the acclaim of Apple’s products under its famed designer Jony Ive. Parker remains committed to his original craft: He still noodles on two limited-run sneaker lines with famed Nike designer Tinker Hatfield, one of them with Nike spokes-icon Michael Jordan and the other with Japanese stylemaker Hiroshi Fujiwara. ... Parker equates his managerial style with being an editor, with his process focused on helping subordinates hone their ideas. He even edits himself.
IN THE 2013 offseason -- coming off a year in which Curry had started 78 games and the Warriors had made the Western Conference semis -- Nike owned the first opportunity to keep Curry. It was its privilege as the incumbent with an advantage that extended beyond vast resources. "I was with them for years," Curry says. "It's kind of a weird process being pitched by the company you're already with. There was some familiar faces in there." ... Curry was a Nike athlete long before 2013, though. His godfather, Greg Brink, works for Nike. He wore the shoes growing up, sported the swoosh at Davidson. ... Nike had every advantage when it came to keeping Curry. Incumbency is a massive recruiting edge for a shoe company, as players often express a loyalty to these brands their NBA franchises might envy. And Nike wasn't just any shoe company. It's the shoe company that claims cultural and monetary dominance over the sneaker market. According to Nick DePaula of The Vertical, Nike has signed 68 percent of NBA players, more than 74 percent if you include Nike's Jordan Brand subsidiary. ... According to Forbes, Nike accounted for 95.5 percent of the basketball sneaker market in 2014. In short, its grip on the NBA universe is reflective of a corporation claiming Michael Jordan heritage and a $100 billion market cap -- all advantages that might explain why Nike's pitch to Curry evoked something hastily thrown together by a hungover college student. ... A PowerPoint slide featured Kevin Durant's name, presumably left on by accident, presumably residue from repurposed materials. "I stopped paying attention after that," Dell says.
Ben brags that he’s on track to make $1 million in sales this year just from the normals who shop his collection every day online at sneakerdon.com. “What I make in one day on the website I can’t make in a month with the rappers,” Ben says, but they give him the satisfaction of working alongside his favorite celebrities. Plus, they function as brand ambassadors, offering free, well-placed mini-billboards that float across social media. ... imposed scarcity, not style, is the most reliable driver of value, he will do whatever it takes to get you the sneaker you want — a high-end, single-product TaskRabbit so monofocused on the job of finding the right shoes that he now employs four others to do things like manage his website and ship his goods while he hustles connections with celebrities and distributors.
Nothing about Smith or the simple design of the sneaker itself — neither has changed much since 1971 — explains how Adidas was able to sell 7 million pairs by 1985. Or how that number had grown to 22 million pairs by 1988. Or why Footwear News named it the first-ever Shoe of the Year in 2014. Or how it surpassed 50 million shoes sold as of 2016. Or how the sneaker grew far beyond its start as a technical athletic shoe and became a fashion brand, its basic blank slate evolving and taking on new meaning and purpose. ... The sneakers weren’t even designed with Smith in mind. Adidas heir Horst Dassler made them in 1965 for the French tennis player Robert Haillet. ... It was the most technically advanced tennis sneaker of its time, one of the first made of leather in a field of canvas, with a herringbone bottom designed for use on clay courts.