NIKE
The rise of Nike from Oregon startup to global empire, and the sweatshop scandals that forced a reckoning with the human cost of the swoosh.
20th CenturyBusiness & EconomicsCapitalism & CorporationsCivil Rights & Social JusticeConsumer Culture
Reading progress can be saved on this device. Account tools are available if you sign in.
Chapters
17 total- 01Prologue
- 02Chapter One - Oregon Roots
- 03Chapter Two - Birth of the Swoosh
- 04Chapter Three - Track, Sweat, and Asphalt
- 05Chapter Four - Just Do It
- 06Chapter Five - Enter Jordan
- 07Chapter Six - Logo on the Throne
- 08Chapter Seven - The Cult of Performance
- 09Chapter Eight - Sweatshops and Swooshes
- 10Chapter Nine - The Comeback Campaign
- 11Chapter Ten - Tiger, LeBron, Serena
- 12Chapter Eleven - Nike vs Adidas
- 13Chapter Twelve - Fashion Kills Function
- 14Chapter Thirteen - Tech, Apps, and Algorithms
- 15Chapter Fourteen - Controversy Is the Brand
- 16Chapter Fifteen - The Swoosh Machine
- 17Chapter Sixteen - Immortal Brand
Edition notes and short pages
NIKE
NIKE
The Cult of the Swoosh
by James Johnson
Dedication
For every kid who tied their shoes a little tighter because they believed they could fly.
ACKNOWLEDGMENTS
TO THE THINKERS, runners, rebels, and researchers who helped illuminate the myth behind the brand.
To the journalists, whistleblowers, and culture critics who didn’t look away.
To my readers, the ones who keep showing up, page after page.
And to Carolyn Davidson, who was paid $35 to design a logo that now circles the globe.
ABOUT THE AUTHOR
JJ IS THE author of over 250 books exploring power, culture, psychology, capitalism, and human mythmaking. His work blends investigative storytelling with clean, critical narrative. He does not work for Nike. He never has. But he does believe in walking fast when crossing a parking lot.
More books and contact at: jjarchives.com
COPYRIGHT
COPYRIGHT © 2025 JAMES Johnson. All rights reserved.
No part of this book may be reproduced, stored in a retrieval system, or transmitted by any means — electronic, mechanical, photocopying, recording, or otherwise — without written permission from the author, except in the case of brief quotations used in critical reviews or scholarly discussion.
This book is an independent work of nonfiction and commentary. It is not affiliated with, endorsed by, or sponsored by Nike, Inc. or any of its subsidiaries, partners, or affiliates. All trademarks, service marks, and logos used or referenced in this book, including the Nike name and “swoosh” symbol, are the property of their respective owners and are used here under nominative fair use and First Amendment protections for the purpose of commentary, critique, and public discussion.
The opinions expressed in this book are those of the author and do not reflect the views of any company, brand, or individual mentioned herein.
Every effort has been made to ensure the accuracy of the information presented. Any errors are unintentional and the author welcomes verifiable corrections.