How Nike lost to Adidas in the old sneaker game

In the 50 years since that fateful (if impolitic) branding decision, Nike became both commercial behemoth and cultural phenomenon, catering to the feet of athletes and couch potatoes alike

In 1967, the company that would become the world famous shoe brand, Nike, needed an identity for its new, state-of-the-art running shoe. Co-founders Phil Knight and Bill Bowerman settled on “Aztec,” according to Knight’s autobiography. But industry giant Adidas had a track spike called “Azteca Gold” and was allegedly threatening to sue.

Chewing over their choices, the Oregon entrepreneurs fired the first volley of a decades-long rivalry with the German shoemaker. Knight explained how their displeasure with Adidas led to the eventual selection. “Who was that guy who kicked the (crap) out of the Aztecs?” Bowerman asked Knight. “Cortez,” he