By: Charles W. Kennedy
I’d like to thank Counter Kicks for the opportunity to share my experiences as a NIKE employee. I hope you find them entertaining and educational…
My love affair with the brand started in high school in the mid 80’s. The NIKE ad campaigns for Michael Jordan, John Mc Enroe, Bo Jackson and Andre Agassi convinced me (actually my parents) to purchase multiple colorways of their signature shoes. I once counted twenty seven different Michael Jordan posters on my bedroom walls. Fast forward to college.
During my tenure with NIKE, I worked primarily with Basketball in three categories; research and development, sports marketing and retail. As my collection grew, my role as a shoe head progressed from casual observer to industry insider.
My first NIKE experience was in the mid to late 90’s.
While working as a NIKE Shop Specialist in a sporting goods store, a NIKE account manager recruited me and a few other employees to participate in a focus group at a local NIKE showroom. We weren’t sure what to expect, but we were all shoe freaks and very excited at the chance to glimpse behind the scenes.
We met in a large conference room with mens footwear samples from running, basketball and cross-training arranged on floor to ceiling show walls. We were given the background of each shoe (design inspiration, intended function and technological features) and then asked for feedback based on our preferences and experience.
Part of the fun was the diverse mix of age, race and perspective in our group. We constantly debated form vs. function. For example, I like technically advanced shoes with minimal uppers. Other guys were more concerned with colorways and apparel hook-ups. We rarely agreed unanimously, and we never held back when judging a shoe.
Apparently, we were providing valuable insights, because this was the beginning of a three year partnership. Each season, or about every four months, we would review the next year’s line up. Eventually, designers and product line managers would record our sessions to be studied back on campus (NIKE World Headquarters).
I later learned that ours was the only continuous footwear focus group in existence during this time, so I was definitely a part of something special. Although I saw thousands of shoes, the ALPHA line stands out most in my mind. I distinctly remember seeing the Air Vis Zoom Uptempo, Air Zoom Seismic and the Air Zoom Citizen for the first time. I finally understood the ALPHA line as a means of showcasing the statement product in each category.
One chance meeting I had during this time was both funny and foreshadowing. This was right after the first SLAM KICKS had released, and I had studied it like a bible. While at work, I noticed a guy with red suede Air Bruins on, only they had Air Max in the heel.
I had never seen those before, and as I moved closer to get a better look, I recognized Aaron Cooper from his interview in KICKS! I immediately grabbed my copy of the magazine (yes, I had it at work) and yelled “AARON COOPER!”.
He jumped across the aisle and frantically tried to figure out why I knew his name.
“Do I know you?” he asked.
“No, but I’m in a NIKE focus group and I’ve read your interview; could you sign my copy of KICKS?”
I might have been his first autograph request, because he laughed real loud as he signed his name. I reminded him about it years later when I started working on campus, and my cubicle was down the same aisle as his office. That issue of KICKS was also signed by Tinker Hatfield and Eric Avar
