Nike Cortez, designed by Nike co-founder Bill Bowerman in 1972, marked the beginning of the brand's running shoes. This iconic model has regained significance, predicted to be the trending footwear for 2024, especially among influencers.

The history of the Cortez dates back to its debut at the 1972 Olympics in Munich. Bowerman, a track and field coach and co-founder of Nike, aimed to create a lightweight and comfortable shoe, drawing inspiration from Onitsuka Tiger sneakers, the precursor to ASICS.

The name "Cortez" is attributed to the Spanish explorer Hernán Cortés, seeking to evoke the ideas of conquest and speed.

‍

Marketing Strategy in Forrest Gump:

‍

The movie "Forrest Gump" played a key role in popularizing the Cortez. The film features clever product placement from the start, with an indirect close-up of the sneakers as a bird's feather lands on them. This act served as an effective marketing strategy, solidifying the Cortez as a cultural icon.

The protagonist, portrayed by Tom Hanks, wears Nike Cortez during crucial moments in the film, linking running with the importance of the sneakers. This creative approach significantly contributed to the fame of the sneakers and strengthened their position in the sports footwear industry.

‍

‍

‍

Resurgence in 2024:

‍

Coinciding with the 30th anniversary of the movie, Nike Cortez is experiencing a resurgence. Celebrities and influencers, such as Alexa Chung, Edward Berthelot, and Emily Ratajkowski, have embraced these sneakers in their looks, further consolidating their status as a trend for 2024.

These events, from their creation to their current resurgence, underscore the timeless nature and lasting influence of Nike Cortez in fashion and popular culture.

The combination of innovative design, clever marketing strategies, and key partnerships has transformed the Cortez into much more than just sports shoes: they have become a cultural icon.