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Свою легендарную технологию Air бренд изобрел в 1979 году. Авиационно-космический инженер Фрэнк Руди предложил Nike использовать идею воздушной подушки в подошве. Основное назначение этого нововведения — поглощать ударные нагрузки во время бега или прыжков. В 1987 году дизайнер Тинкер Хэтфилд представил подошву с видимой воздушной подушкой. До сих Nike продолжает совершенствовать технологию Air, выпускает новые модели.

В основе бренда — идея, выраженная в слогане: Just do it! На протяжении своей истории бренд экспериментирует с технологиями и инновациями, помогая спортсменам выходить за рамки возможного. Nike активно работает с бегунами, теннисистами, футболистами, баскетболистами и вдохновляет их на новые рекорды. Например, многим знакома линейка Air Jordan, выпускавшаяся в коллаборации с легендой баскетбола Майклом Джорданом. Контракт был подписан, когда он только начинал свой путь. Air Jordan I перевернули мир баскетбольных кроссовок, они были выпущены в 1984 году эксклюзивно для Майкла, а затем представлены массовой аудитории. Популярность Джордана и его кроссовок росла с космической скоростью. Именно тогда баскетболист завоевал статус «Новичка года» в NBA.

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