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In 1978, Blue Ribbon Sports renamed itself to "Nike" after the Greek goddess and sponsored runner Steve Prefontaine. The sponsorship of athletes became a key marketing tool for the rapidly growing company.
By 1980, Nike had reached a 50% market share in the United States athletic shoe market. Its growth was due largely to word of mouth advertisement, rather than television or print adverts, which knight and others in the industry found distasteful. Nike's first television commercial ran in 1987. Throughout the 1980s Nike expanded its product line to include many other sports and regions throughout the world...
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