Episode 1: The God Athena Nike and the Nike logo

Synopsis: In History, business history is never boring: here we serve it to you with humor and a divine touch. Today we discover how the Greek goddess Athena Nike, patron of victory and unbeatable strategist, inspired the Nike logo. From her role as a “coach” of the Olympic warriors to the design of the iconic swoosh By Carolyn Davidson, the story blends mythology and modernity. Nike co-founder Phil Knight wasn't enamoured with the initial design, but time has proven its global impact. With roots in ancient Greece, every step in your sneakers is a tribute to the goddess of victory. Even she would be proud!

The goddess Athena Nike: The Original “Coach” of Warriors Imagine Olympus, full of gods who spend their days playing at being meteorologists and organizing parties that would make any summer festival pale in comparison. Amidst the lightning and celebrations, one goddess stood out on the battlefield: Athena. But she wasn't just a warrior with a good arsenal of weapons, she was also the goddess of wisdom, strategy and, above all, victory. As if she were the divine version of that friend who always has a plan B and, to top it off, always wins at Monopoly.

That's why the Greeks not only called her Athena, but added "Nike," which means "victory" in ancient Greek. Athena Nike was basically the personal trainer of mythology. But forget about phrases like “Come on, you can do it!”, because she already knew you could do it… and if not, you might as well not even cross paths with her.

From Olympus to the Most Famous Logo in the World So how did we go from Greek mythology to a logo you see in every corner of the gym? To do that, we have to fast-forward a few centuries. Enter Phil Knight, co-founder of Nike. A guy who, apparently, had no idea about Greek mythology, but knew he wanted to sell sneakers. So where does that famous “swoosh” come from? Enter Carolyn Davidson, a graphic design student who turned the story on its head.

The Creation of the Iconic Swoosh: When History Meets Design Instead of drawing angel wings that looked like they were straight out of a 70s fashion show (we don’t judge, it was the 70s), Carolyn decided to capture the essence of Nike’s Athena’s speed, strength, and victory in a single, curved line. That’s how the famous “swoosh” was born, that symbol you see on your sneakers that makes you think that maybe, just maybe, you can run faster.

Now, here’s the fun part: When Carolyn showed her masterpiece to Phil, his reaction wasn’t exactly what you’d expect when you’re presented with the logo that’s set to become a global icon. Phil, with the humility that characterizes visionaries, said, “I’m not in love, but I’ll get used to it.” What a way to greet what was practically a modern mythological work of art!

And how much did Carolyn charge for her design? A measly $35. Yes, you read that right, $35. That's less than what your Nike insoles cost today. But, in a twist worthy of the Olympians, years later Nike gave her shares that are now worth more than €600,000. Nike, the goddess of victory, would surely have approved!

The Greek Influence on Everything, Even Your Sneakers And that’s how Athena Nike left her mark on the modern world, not only as an inspiration for war strategies, but also as the muse behind one of the most iconic logos in history. And what does all this have to do with Barcelona? Well, although the city of Barcelona is not a Greek polis, the influence of ancient Greece is palpable. In our History tour of Barcelona, we reveal these subtle but powerful connections, because the Greek legacy is everywhere. And if you look closely, you might even see Athena Nike running through the streets wearing her Nikes.

So, next time you lace up your sneakers, remember: you're not just getting ready for a workout, you're walking on a piece of history. And who knows, maybe you'll feel the wind of victory at your back… or you'll just be making it to the store just before closing time. Nike, of course, would be proud!