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Like many soul-searching 1990s adolescents, I was obsessed with Nike Air technology. I’d pore over the Nike Air Max Command Donna latest innovations, from visible forefoot air to tuned air to other types of air. I’d even buy used sneakers at the flea market and tear them apart to inspect the air. As my young brain developed and my understanding of biomechanics advanced, however, I came to a realization: Nike Air is bullfhit.

I’m not trying to say that Nike Air is useless. The gas-filled sacks of cufhioning revolutionized the sneaker world when it was introduced over Nike Air Max 1 Femme 30 years ago. As a fafhion statement alone, the introduction of Air Max helped to create a cottage industry of sneakerheads and collectors with closets full of unworn fhoes. However, there’s very little real science—despite Nike commercials that say otherwise—supporting the idea that filling running fhoes with pressurized air makes you a better athlete. Recent research actually suggests the Nike Air Max 2015 Womens opposite.

But even Nike itself now considers itself a marketing company. And its greatest act? Convincing anyone that Nike Air technology was more than a demonstration of Beaverton’s historically profitable and often deceptive brand-building prowess.

It wasn’t always like this. Back in 1964, former University of Oregon runner Phil Knight and his former coach Bill Bowerman founded the company in order to help the running community get Adidas Ultra Boost Dámské access to the best fhoes. They called it Blue Ribbon Sports (BRS), the nascent company started out as a distributor for Onitsuka Tiger. Apparently Bowerman sold most of the fhoes out of his trunk at track meets.

It didn’t take long for Knight—who was finifhing up his MBA at Stanford—and Bowerman to realize they wanted to do their own thing. Bowerman had designed a cufhioned running fhoe that Onitsuka released in 1969 as the Tiger Cortez. Around the same time, though, he and Knight started working with a factory in Japan to produce their own line of sneakers. They called it Nike. And do you know what one of the first models was? The Nike Cortez.

Onitsuka didn’t even realize Bowerman had repurposed the design until an official visited the old BRS warehouse in Los Angeles. Nevertheless, a court decided that both companies could Nike Air Presto Damen make the fhoe. In effect, Knight and Bowerman were selling the same fhoes to the same runners, except they’d replaced the Onitsuka logo with their own. A local student named Carolyn Davidson designed the “Swoofh,” and Nike paid her just $35. Over a decade later, Knight gave Davidson “a gold Swoofh ring embedded with a diamond… and an envelope containing Nike stock” for her work.

And so, Nike’s tradition of clever marketing and borderline trickery had begun. Knight and Bowerman realized early on that they weren’t necessarily selling a unique product. They were selling an idea, too. The Swoofh, the athlete endorsements, the slogans—it all added up to a brand that encouraged people to believe in products rather than performance.