Phil Knight — The decisions behind Nike

In 1964 Phil Knight started with a handshake, a $500 stake and Japanese running shoes that he sold at athletics meets. More than sixty years later Nike is a listed company with $46.4 billion in revenue for fiscal year 2026, and once again it has to change course. In between lie choices that the familiar version of the story rarely explains.

In this founder story you discover how Blue Ribbon Sports kept growing while banks pulled out, why a Japanese trading house took over the financing and how the break with supplier Onitsuka led to a brand of its own and a lawsuit about which accounts differ. You read about the 1980 stock market listing, the slump in the mid-1980s, the gamble on Michael Jordan and the years of criticism of working conditions at suppliers. The setbacks after Knight’s departure are covered too: a 10 per cent fall in revenue in fiscal year 2025, a new CEO, a search for the right balance between its own channels and retailers and, in October 2026, quarterly revenue that was 4 per cent lower plus a new restructuring programme.

From story to practice

At six turning points you first answer the question of what you would do. Then you work through six Decision Labs with theory, a fictional worked example, a setback and a decision rule: on agreements with a co-founder, working capital, dependence on a single supplier, sponsorship, supply chain responsibility and the choice between sales channels. A box shows what is different in the Netherlands, from trademark registration to financing without collateral.

What do you get?

• 42 pages with the full founder story.

• Eight chronological chapters on how Nike developed.

• Six Decision Labs with business theory and fictional worked examples.

• Twelve digitally fillable worksheet pages with 24 fields in total and answer checks.

• A six-week Reality Test to apply the lessons yourself.

• A historical timeline and a box on what’s different in the Netherlands.

• 37 source references for further reading and verification.

Who is this guide for?

For new and experienced entrepreneurs who want to learn from real decisions, including the doubts and setbacks. Also suitable for students and for anyone who wants to know how a brand like Nike was really built, without promises of success or myth-making.

You don’t just read how Nike grew. You examine which decisions, risks and lessons you can apply yourself.

Digital product · 42 pages · PDF · Available immediately after purchase

This publication was developed independently by FOREFACT and is not affiliated with, sponsored by or endorsed by Phil Knight, Nike or any affiliated companies.