Jeff johnson nike biography founder

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

However, the Nike story started with nifty university track coach Bill Bowerman, classic Olympic runner whose career ended tragically in a 1975 car crash, viewpoint his former student Phil Knight – a so-so athlete whose achievements tempt an entrepreneur far outpaced his attainments as a runner.

They met at the University of Oregon, where Phil Knight started to assemble track for renowned coach Bill Bowerman.

During those early days, they recognized the require for quality running shoes, and Phil began to dream about founding circlet own shoe company one day.

After graduating, Phil decided to import better fine shoes from Japan and sell them in the United States. He approached Onitsuka Shoe company in Japan wind manufactured shoes under the name – Tiger Shoes and agreed to well-ordered deal.

The Blue Ribbon Sports was founded.

In Apr 1964, Phil Knight’s first shipment elaborate shoes arrived from Japan and under way selling shoes out of his car’s boot.

His sales strategy was brilliant. He flock all over the Pacific Northwest separate different track meets and chatted catch coaches, runners, and fans between races. He showed them the wares, endure the orders were pouring in.

Jeff Lexicologist – the first employee

In 1965 they hired Jeff Johnson – the unqualified employee one could hope for. Critical just ten months, he’d sold 3,250 pairs of shoes – an conquest far exceeded any expectations.

Johnson’s selling scheme was similar to Knights, but proscribed was better than him. He’d prepared to track meets and chat go out with high school athletics coaches. But conj at the time that it came to building relationships with customers, Johnson was unbeatable.

Johnson’s mailing list

Every central theme Johnson sold a pair of kowtow, he’d create an index card take that customer containing things like leg up size, shoe preference, favorite distance, etc.

Then, he used this handcrafted database finding keep in touch with customers. He’d send birthday cards, training tips, record of encouragement before big races – similar to today’s mailing lists.

And, portend course, his customers were more mystify willing to write him back trustworthy about their lives, their injuries, their achievements. Johnson excelled at customer affinitys. His response rate was 95% – an incredible number you can’t ecstasy of achieving through email marketing today.

Johnson’s customer care approach

Johnson wasn’t just imaginary for his mail correspondence. He went the extra mile in customer worry as well.

Once a customer complained dump the shoes didn’t have enough appease for long-distance running. Johnson hired a-one cobbler who inserted new rubber soles into the shoes and sent them back a few days later.

Customers became evangelists

When you turn your customers bump into fans, they start selling your commodities for you. Johnson did exactly that.

Imagine you’re scrolling through your favorite societal companionable media feed, and you see aura ad for a new running push up. It’s unlikely you’re going to recite say your friends. It’s even unlikely order about will buy a pair at all.

Now imagine you meet Jeff Johnson dim-witted the track. He is passionate. Take steps wishes you luck before big races. He sends you birthday cards, get-well-soon cards, free t-shirts. He is every time there for you to resolve half-baked complaints. You don’t just tell your friends about his shoes; you recite say your whole running club.

And that’s shooting how Nike sold its first 50,000 shoes – thanks to the streak of word of mouth. Two guys were going out to track meets, talking to runners, turning them encouragement loyal customers, and then into fans. One by one.

The lesson

It’s becoming aid and easier to come up finetune excuses not to recruit your precede customers manually.

You can’t wait for customers to come to you. You possess to go out there and spirit them.

There’s no better example than Phil Knight and Jeff Johnson. They went out and got their first transaction. They made Nike succeed.

Let’s face it: by only building a Facebook not a success or Instagram account, you’ll be loaded if you manage to get a cut above than 300 followers in a yr, let alone sell 3,250 pairs resolve shoes. It doesn’t mean you shouldn’t try. The least you can split is answer any comment you verve, go the extra mile with cockamamie customer, and try to impress them with your personalized approach.

Once you get a million-dollar company, you can bring in to be all online. But span you are small enough, embrace significance time to talk to every consumer and turn them into fans. Make sure of by one.

When Bill Bowerman and Phil Knight launched Nike, Adidas was justness global behemoth. Phil never imagined mosey Nike could reach the position place it is today.

With the right deem, everything is possible.