How Peter Moore Turned Nike into a Global Powerhouse

The name Peter Moore is one that has evoked awe in sneakerheads for decades. So synonymous is Moore with sneaker culture, that without him, there would be no Nike Dunk, no signature Air Jordan line, no Air Jordan 1, and no iconic Jumpman logo.

In 1977, Moore’s design agency took Nike on as a client, it was six years later in 1983, that Moore became the brand’s first global Creative Director.

Soon after, Moore and his business partner, Rob Strasser, launched the iconic Air Jordan line for NBA-legend, Michael Jordan, along with what is undeniably one of the most coveted and sought-after iterations in the footwear industry - the Air Jordan 1, not to mention the Jumpman logo, and the Air Jordan 2.

Moore also designed the Nike Dunk silhouette (initially called the College Color High) – another staple in the game, before launching the shoe as part of the “Be True to your School” pack in 1985. The pack consisted of eight renditions of the Dunk, each paying homage to its respective college teams.

It was two years later, in 1987, while trying to prevent Michael Jordan from leaving Nike (which didn’t happen thanks to Tinker Hatfield), that Moore and Strasser would leave Nike to begin their own venture. 

The duo would later go on to join forces with adidas in 1993, launching its EQT line, with Moore creating the brand’s corporate ‘mountain’ logo.

Moore soon became the global Creative Director of adidas, and then the CEO of adidas America following Rob Strasser’s passing in 1993, before stepping away from the brand in 1998.

With such a rich repertoire of work behind him, it’s no surprise that Peter Moore is as respected and admired as he is within the culture. Moore has been a staple figurehead in the industry for nearly four decades, and we wouldn’t be surprised if he still is in 40 years’ time.