Nike is one of the most recognized brands in the world. It continues to surpass rivals like Adidas and Under Armor, despite controversy and slowing sales growth in U.S. How did Nike become the giant it is today? Nike’s iconic swoosh logo and “Just Do It” slogan are universally known. As of June 2019, Nike is valued at nearly $130 billion, making it one of the most valuable companies in the world. It’s popular shoe lines include the Nike Air Max, Nike Air Force 1, Nike VaporMax, Nike Cortez, and of course, Air Jordans. Air Jordans, combined with an advertising strategy that embraces controversy and exclusive contracts with some of the biggest sports leagues in the country have helped Nike succeed. But sales growth in North America is slowing down and and sneaker sales aren’t growing as fast as they used to. Nike also faces criticism for its treatment of female employees, which is something the company will need to work on as it tries to make Women’s apparel and sneakers a bigger part of its strategy. Will Nike continue to grow or will Adidas, Under Armour, and other brands continue to eat into its market share?