Nike’s Race to Dominate America | Ten Lessons from Phil Knight’s Shoe Dog

From page one of Phil Knight’s Shoe Dog, he already has you wearing his sneakers but they’re not Nike—yet. Knight vividly describes running in the Oregon forest, watching as trees become watercolor blurs with each step as he goes deeper and deeper into the forest. Running, for Knight, is his North Star. The sport is not just his therapy but the conduit to accessing his own intuition. In 1962, this unpaved path is the birthplace of a young Knight’s wild idea: import high-quality, low-cost running shoes from Japan to the U.S. 

Arguably one of the top 10 most recognizable brands of our time, Nike is synonymous with athletic greatness. Building a business from nothing into the most iconic sneaker brand of all times, it might come as a surprise that Knight followed some basic business principles that can be applied to your work. Like running, staying ahead of the competition starts with some fundamentals and a strong foundation.

Let’s dive into the key learnings from Shoe Dog by Nike founder Phil Knight for business owners and entrepreneurs: 

1. Persistence is power
2. Big dreams are built in small steps
3. Take calculated risks
4. Choose your team wisely
5. Passion points toward purpose
6. Fail upwards
7. Innovation is essential for longevity
8. Trust your instincts
9. A business is quick, a brand is slow
10. Leaders create other leaders

1. Persistence is power

Phil Knight’s rise to dominating the American sneaker market was a slow climb. In the years leading up to breaking into the industry, he dealt with continuous challenges—including financial struggles, legal battles and a variety of supplier issues. What set Knight apart from the pack from the start was his tenacity and determination. In business, lesson one is to: keep going.

2. Big dreams are built in small steps 

Knight’s big dream was to create the most coveted running shoe in the United States. However, he started out modestly. He pursued a manufacturer in Japan, known for their sneakers, and started taking them to track meets, showing them to runners and taking notes on their likes and dislikes. This gradual yet consistent progress—with a customer focus—set the foundation for what would become one of the biggest global brands. 

“Belief, I decided. Belief is irresistible.”

3. Take calculated risks

Knight reflects the stereotypical entrepreneur in his unconventional approach to problem solving. He frequently would bet on left-of-centre strategies, like selecting little known regional  athletes that were coming up in the field (today’s micro-influencers!) for endorsements over celebrities. He did this knowing that where it mattered most, track competitions, these individuals were seen as leaders and other competitors were looking to see what gave them an edge. 

4. Choose your team wisely

Phil Knight, a lifelong runner, sought out others who shared his passion to be key team members.  No one is more dedicated than someone who taps into their passion and purpose.  Selecting other athletes, former athletes and those that reflected a similar tenacious work ethic, but most of all those who wanted to be a part of his vision and push forward. 

5. Passion points towards purpose

Much of Knight’s early identity was built around his passion for running. He loved sport and the ethos behind it. These passions were formative in him deciding to get into business. He saw a space for himself and was motivated to make a mark in the athletic shoe industry. We might not all be runners but can appreciate that motivation keeps the fire burning through challenges. Tapping into what fuels you is essential in creating longevity on the business  journey.

6. Fail upwards 

Knight had a natural mindset for strategizing. Perhaps it was the competitor in him, but when things wouldn’t go the way he anticipated—from failed partnerships to financial mistakes, he was quick to adjust his sails. He wasn’t easily discouraged by a misstep and instead saw it as a learning opportunity to approach things a new way. In business, adaptability is key and a “history of failure” affords, if you let it, a succession of stepping stones toward success the next time.

7. Innovation is crucial for longevity 

In the midst of his journey, competitors started popping up. Whether through competing sellers or international brands entering the marketplace, Knight knew he couldn’t just coast on yesterday’s sole. He made a point of researching and innovating based on the feedback of runners.  He took a similar approach to strategizing to propel the brand forward. Just like an athlete, a business needs to continuously assess what tweaks can be made to evolve and  retain an edge. 

8. Trust your instincts

For Knight, long runs had the ability to take him directly into a flow state. It was frequently in these moments, as each foot hitting the ground became a rhythm – and he was in a trance like state, that he would have an epiphany. Finding a way to strip away the distractions of the world and silence the opinions of others, Knight could tap into his own instinct. For business owners, who deal with many competing priorities in any given moment, trusting your gut is essential. 

9. Business is quick, brand is slow

It’s hard for the average person to imagine a world where that iconic swoosh has no meaning—but that is emblematic of the success of Nike as not simply a business but a brand. The two can’t be confused and require different, but overlapping, investments and strategic choices. Knight built Nike over time, painstakingly gathering on the ground reviews, making adjustments to the sole and overall design, and this is how the reputation was built as the brand of choice for athletes. He could have sold many sneakers worldwide but he was committed to a long term vision of something that would last.

10. Leaders create other leaders

As Shoe Dog rounds down, Knight does a fair bit of reflecting on taking a step back and creating space for others to be empowered under the brand. For a company to continue to scale, it’s essential for business owners to know how to delegate and let go, in order for their team to grow into a team of leaders. 

Just do it

Nike faced many challenges and setbacks over the years. And as the company grew, and became publicly owned, Knight struggled to maintain balance and adapt his own leadership style to the scale of the company. However, at the heart of the company was always a touch stone of perseverance and creativity. 

Seeking more inspiration? Get to know Joe Coulombe, the Joe behind the iconic Trader Joe’s chain, and his secrets of success.