Nike's bid to challenge old-school Adidas Cool gets winded

IN 1967, the company that would become the world-famous shoe brand Nike needed an identity for its new, state-of-the-art running shoe.

Co-founders Phil Knight and Bill Bowerman settled on "Aztec", but, as Mr Knight's autobiography tells it, industry giant Adidas had a track spike called "Azteca Gold", and was allegedly threatening to sue.

The Nike founders, firing the first volley in what was to become a decades-long rivalry with the German shoemaker, decided to call their new shoe the "Cortez" - after "the guy who kicked the (crap) out of the Aztecs".

In the 50 years since that branding decision, Nike became both commercial behemoth and cultural phenomenon.

But by last year, the tide of the long battle had turned. Adidas was once again ascendant, via two sneakers originally designed in the 1960s, namely, the Stan Smith and the Superstar. They outsold every other kick in America and sent Adidas' share of the US footwear market skyward by 83 per cent - with …