*Nike enters the ice hockey market after acquiring Canstar, the parent company of hockey equipment manufacturer Bauer Hockey. Nike had only made hockey jerseys, specifically those of the Edmonton Oilers at the height of Wayne Gretzky-mania, but now began to make all equipment.
*Nike signs Tiger Woods soon after he gives up his amateur golf status.
*Nike causes controversy with its advertising campaign during the Summer Olympics in Atlanta which features the slogan, "You Don't Win Silver — You Lose Gold." Nike's use of this slogan draws harsh criticism from many sources, including - not surprisingly - several former Olympic silver and bronze medalists.
*Nike signs several hockey stars, including Sergei Fedorov and Jeremy Roenick, to endorsement deals to wear their new line of skates, which are noticeably different due to their unique colors and design. Fedorov especially became known for his unique "all-white" Nike skates, which were radically different from the normally black standard hockey skates. Although Wayne Gretzky would eventually wear the all-white Nike skates in his final season, Nike decided to make more traditional skates for their next product line.
1998
* Phil Knight commits Nike to standards for its affiliated manufacturing facilities, including: minimum wage; air quality; education programs; expansion of microloan program; factory monitoring; and enhanced transparency of Nike's corporate social responsibility practices.
Nike Introduces the first "tennis shoe" style golf shoe into the market. Golfers everywhere rejoice and the trend of comfortable golf shoes starts.
1999
*Bill Bowerman, co-founder of Nike, dies on Dec. 24 at age 88.
The 2000s
2000
*Nike Shox cushioning/support system is introduced, initially worn by Vince Carter and others on the US Olympic basketball team.
2002
*Nike purchases Hurley International, an action sports clothing company, for an undisclosed amount.
*NikeGO launches, a grassroots initiative to increase physical activity among youths aged 9–15.
*Nike become the apparel sponsor of Manchester United until 2010.
*Nike SB, Nike's Skateboarding line, debuts.
2003
*Nike acquires once-bankrupt rival Converse for $305 million on July 9.
*For the first time in the company's history, international sales exceed USA sales.
*Nike is again named "Advertiser of the Year" by the Cannes Advertising Festival.
*Nike signs NBA player LeBron James with an unprecedented $87 million endorsement contract.
2004
*Phil Knight steps down as the CEO and President of Nike, but continues as chairman. Knight is replaced by William D. Perez as CEO of Nike, effective Dec. 28.
*Nike creates the Exeter Brands Group, a wholly owned subsidiary for athletic footwear and apparel brands for lower price points. Brands include Starter, Team Starter, Asphalt, Shaq, and Dunkman.
*Annual revenues exceed $12.25 billion
2005
*Nike reports annual revenue for fiscal year 2005 of $13.74 billion, a 12% increase over the previous fiscal year.
* Nike enters the cricket market with a 5-year sponsorship of the Indian cricket team for US$43m.
*CEO William Perez leaves Nike on January 23, 2006. Perez said in the statement that he and Knight "weren't entirely aligned on some aspects of how to best lead the company's long-term growth. It became obvious to me that the long-term interests of the company would be best served by my resignation."
*Mark Parker replaces Perez as CEO. Parker had been brand co-president of the company, and joined Nike in 1979.
*Nike and Apple release the Nike+iPod sports kit, enabling runners to log and monitor their runs via iTunes and the .
*Nike reports annual revenue for fiscal year 2006 of $15 billion.
*Nike introduces AF25, after 25 years of Air Force shoe line.
2009
*Nike sells its Nike Bauer hockey equipment division.
*Nike introduces shoes featuring new Flywire and Lunarlite Foam materials. Flywire is a new technology made up of thin wires of vectran fibers, which are 5 times stronger than steel and never lose strength. Lunar Foam is a material developed by NASA that gives the shoe excellent shock absorption and a great feel with minimal weight.
*Nike reports annual revenue for fiscal year 2008 of $18.6 billion, a 14% increase over the previous fiscal year
2009
* Dwyane Wade moves from one Nike subsidiary to another, switching from Converse to Jordan Brand.
The 2010s
2012
* Nike introduces Flyknit, a threading technology allowing lighter and more breathable shoe upper.
2017
*Nike introduces the HyperAdapt 1.0 which were inspired from the Air Mags in the Back to the Future Part II movie.
*The Vaporfly 4% running shoe was introduced, inspired by the Breaking2 attempt to break the 2-hour marathon barrier. This shoe main feature is a carbon fiber plate in the midsole for improved propulsion and energy return.
