How Did Bill Bowerman's Jogging Book Grow Nike?

David Senra says Bill Bowerman's book Jogging sold millions of copies and grew the market for Nike by celebrating running, at a time when people did not go out for runs. Senra is not sure Knight and Bowerman meant to do it. They celebrated the sport, great athletics, and great athletes instead of telling people to buy more shoes.

Bowerman kept saying that people make the mistake of thinking only elite Olympians are athletes. Everyone is an athlete, he said. If you have a body, you are an athlete. He wanted that point to reach a larger audience. Knight thought his old coach had popped a screw and asked who would want to read a book about jogging. The book still sold millions of copies.