Thread by @optimateglen

Before NIKE became a $100B empire…

Phil Knight was selling shoes from his car trunk.

He straight-up lied to get his first deal.
Mortgaged his house multiple times.

Almost went bankrupt... repeatedly.

Here's how a shy accountant willed NIKE into existence: 🧵

Fresh MBA grad with zero products, zero team.

Knight flies to Japan and straight-up lies to Onitsuka Tiger executives:
"I represent Blue Ribbon Sports in America."

That company? Fictional.
But they gave him the deal anyway.

Sometimes the audacity to act creates the reality you need.

Knight didn't wait for "product-market fit."

He stacked his parents' garage with shoe boxes and became a traveling salesman.

Full-time accountant by day.
Shoe hustler by night.

Selling sneakers at track meets from a green Plymouth Valiant.

$8,000 in year one. Zero ads.

Bill Bowerman - Knight's old track coach - starts melting rubber in his wife's waffle iron at the kitchen table.

The result?
The waffle sole that made shoes lighter and grippier.

They weren't selling sneakers anymore.
They were selling speed itself.

Plot twist: Betrayal.

After years of partnership, Onitsuka tried to cut Knight out completely.

Most people would've folded.
Knight sued them instead - and won.

That's when "Blue Ribbon Sports" died and NIKE was born.

New swoosh logo. New name. Same obsession.

Early NIKE was financial chaos.

Knight bet everything on every shipment:
• Credit lines maxed out
• House mortgaged (again)
• Reputation on the line

While Adidas and competitors played defense, Knight only knew one move: all-in.

Marketing budget??
What marketing budget?

Their first slogan was genius: "Made famous by word-of-foot advertising."

The shoes were so good, runners became walking billboards.

This was the real product-led growth before Silicon Valley gave it a name.

Then came the swing that changed NIKE forever: Michael Jordan.

Nike paid $2.5M to an unproven rookie. Everyone called them insane.

Year one results:
• 1 million Air Jordans sold
• $100M+ in revenue
• Birth of sneaker culture

They didn't sponsor athletes. They created icons.

Knight was the opposite of a natural salesman. He actually failed selling encyclopedias door-to-door.

But with running shoes?
People felt something different.

The secret:
• He wasn't selling shoes.
• He was transferring his obsession.

And obsession is impossibly contagious.

NIKE's culture was beautifully weird.

Knight's inner circle called themselves "Buttfaces" - zero pretense, maximum obsession.

The hiring rule was simple:
• Are you slightly crazy?
• Do you care more than anyone else?

If yes to both, you belonged at Nike.

Knight's system wasn't complicated:

Obsess over making the product better. Let real athletes tell the story. Risk everything when you believe.

Nike almost died five separate times.
Each crisis made the swoosh stronger.

Crisis became their competitive advantage.

"Shoe Dog" reads like a war memoir, not a business book.

Knight: "For an entrepreneur, every day feels like a crisis."

But he showed up anyway.

Not because it was safe.
Because he literally couldn't stop himself.

That's what real belief looks like.

Knight's genius wasn't selling shoes.

He sold the feeling of crossing the finish line.
The spirit of never giving up. The promise that you could be faster, stronger, better.

Every Nike ad became a sermon: "Just Do It."

Not because it's easy.
Because greatness demands it.

Building anything great requires belief paired with systems that execute.

That's exactly what we built at Optimate AI:
Track every sales KPI in real time.

📈

Build with Knight's obsession. Scale with precision.optimateai.com