Phil Knight— Co-Founder, Nike
Phil Knight is the co-founder of Nike, one of the world’s most successful sportswear companies. Born in 1938 in Portland, Oregon, Knight was a track runner at the University of Oregon and later earned his MBA from Stanford. It was during his time at Stanford that Knight conceived the idea for Nike, initially founding Blue Ribbon Sports in 1964 to import running shoes from Japan. Knight and his former track coach, Bill Bowerman, partnered to create what would eventually become Nike in 1972, named after the Greek goddess of victory.
Phil Knight’s sports marketing strategies played a pivotal role in Nike’s rise to global prominence. From the start, he understood the power of athlete endorsements in building a brand. Instead of relying heavily on traditional advertising, Knight chose to associate Nike with elite athletes, betting that their success would elevate the product. This strategy began in the 1970s with athletes like Steve Prefontaine, a rebellious American runner who was among the first to wear Nike shoes. Prefontaine’s charisma and anti-establishment persona mirrored Nike’s edgy image, appealing to a younger generation.
Nike’s true marketing breakthrough came in the 1980s with Michael Jordan. Signing Jordan, then an NBA rookie, was a bold move. The launch of the Air Jordan line not only transformed Nike but also shaped sneaker culture. The shoes became a cultural phenomenon, earning over $100 million in the first year alone. Knight’s decision to invest in athlete endorsements continued with superstars like Tiger Woods, Serena Williams, and LeBron James, all of whom helped solidify Nike’s dominance.
Nike’s campaigns also stood out for their inspirational messaging. The iconic “Just Do It” slogan, launched in 1988, resonated with both athletes and non-athletes, capturing the brand’s core values of determination and perseverance.
In 2016, after 52 years with the company, Knight retired as chairman. Today, he has an estimated net worth of $46 billion and is considered one of the most influential figures in sports business history.
-
Ashley Rosenberge – Founder, Rose PR
Ashley Rosenberge – Founder, Rose PR She founded Rose PR, a full-service Canadian public relations agency. Drawing on her expertise in strategic communications and passion for relationship-building, she develops impactful strategies for global brands across diverse lifestyle industries. With an entrepreneurial mindset, she has successfully grown her agency from its roots in Montreal to establishing…
-
Colleen Cosgrove— Account Executive
Colleen Cosgrove— Account Executive Apart from being an Account Executive at Craft PR, Colleen strongly desires to establish new and meaningful connections, and she loves to provide fresh perspectives, innovative ideas, and novel experiences to the public relations field. Her specialties include event planning and management, digital marketing, social and digital media, media relations, strategic…
-
Daisy Raudales— Founder of DRPR
Daisy Raudales— Founder of DRPR Daisy Raudales, the founder of DRPR has over 6 years of experience working in the Communications and Marketing industry. She gained extensive experience in media relations, strategic communications, social media marketing, and digital marketing. With a passion for supporting entrepreneurs in elevating their media presence, she’s had the opportunity to…
-
Jalila Singerff- Director of Jive PR + Digital
Jalila Singerff- Director of Jive PR + Digital A seasoned communications specialist who knows how important it is to provide exceptional content and captivating media coverage. Jalila worked extremely hard to demonstrate her ability to create successful PR campaigns, marketing strategies, and specialized, high-quality content for clients in a variety of industries, including digital media…
-
Jennifer LeBlanc – Founder & President, ThinkResults Marketing
Jennifer LeBlanc – Founder & President, ThinkResults Marketing Jennifer LeBlanc is one of Canada’s most influential PR and marketing strategists, celebrated for her expertise in brand building, market launches, and thought leadership. As the Founder and President of ThinkResults Marketing, Jennifer has helped launch over 200 products, generating billions in revenue for global brands, startups,…
-
Justyn Howard: Co-Founder and Former CEO of Sprout Social
Justyn Howard: Co-Founder and Former CEO of Sprout Social Justyn Howard, born in 1983, is the co-founder and former CEO of Sprout Social, a leading social media management platform he helped establish in 2010. He holds a Bachelor’s degree in Business Administration. Under Justyn’s leadership, Sprout Social rapidly grew in the competitive social media market,…
