The return of one-to-one commerce

IN 1966 JEFF JOHNSON, Nike’s first-ever full-time employee, created the company’s first store in Santa Monica, California. As Phil Knight, Nike’s co-founder, recounts in his memoir, “Shoe Dog”, it became a “holy of holies” for runners. Mr Johnson was a bookworm, so the shop had shelves of books that he felt runners should read. Pinned to the walls were photos of runners and of Nike’s sneakers, then called Tigers. Mr Johnson kept card files of each customer, including their shoe sizes. He sent them Christmas cards and congratulatory notes if they won a big race. Many wrote back seeking Mr Johnson’s support and advice, which he gave, especially when it came to injuries.