Book Review: Shoe Dog - Building a Billion Dollar Brand From the Dirt Up
There are business books full of great information that you can’t finish because you keep falling asleep. And then there are business books that punch you in the face, wipe the blood off your chin, and ask if you’re still in.
Shoe Dog is the second kind.
Phil Knight’s memoir of building Nike from a borrowed $50 and a wild idea into a global icon is part adventure story, part startup war diary, and part emotional excavation. It’s not tidy. It’s not theoretical. And that’s exactly why it’s one of the best books I’ve read recently on business (and life).
Full Disclosure: As a kid who grew up up watching Michael Jordan dominate the NBA in the 90’s, any book sharing the story of His Airness gets mad bonus points.
The Hustle:
If you’ve ever run a business where you need to order (and pay up front) for next season’s inventory while this season’s is still on your shelves, you’ll feel this book in your soul.
Knight spends much of the early story sprinting between banks, factories, and early investors, trying to juggle cash flow and keep Blue Ribbon Sports (Nike’s predecessor) from falling apart at the seams - often literally. This isn’t “entrepreneurship” as imagined on LinkedIn. This is “how do I wire money to Japan” and “what do you mean I owe US Customs $25 million in import duties” real.
The parts about financing growth hit especially hard. Growth sounds great on paper. But most have no idea how hard (and expensive) growth actually is. Every year, the company grew - and every year, Phil had to bet everything he had just to keep up. That’s the story you won’t find on the shoe box.
It wasn’t destiny. It was debt, hustle, and luck - in no particular order.
The People:
One of my favorite parts of Shoe Dog isn’t the brand story - it’s the team story. Knight didn’t build Nike with a sleek org chart or a “people-first” values statement. He built it with a band of eccentric, obsessed, wildly committed underdogs. A lawyer. A track coach. A guy named Woodell who ran sales and operations from his wheelchair.
These weren’t corporate players. These were believers. And Knight’s relentless energy, commitment, and willingness to bet it all helped turn that team of believers into a global powerhouse.
Michael Jordan:
Let’s not pretend I’m objective here: Michael Jordan is my all-time favorite athlete. So when the story edges closer to the Jordan era (even though it’s not the focus) I’m all in. That part of the Nike mythology is baked into sports history now, but reading how the foundation of Nike was poured years before that deal even happened makes you appreciate the legend even more.
Final Thoughts:
This isn’t a tidy “how to” book with 7-step process to success. But it’s raw, and it’s real. And if you’ve ever stared at your bank account wondering how you’ll pay for your next inventory shipment - Shoe Dog is a must-read.
It reminds you that:
Growth is messy.
Cash flow is king.
Having the right team matters.
And the people who really build things? They often feel like they’re barely holding it all together.
Phil Knight did. And he changed the world in the process.
Rating: ★★★★★
Whether you’re an entrepreneur, an Air Jordan collector, or just someone who likes your business books with a bit of grit and a lot of heart - Just Read It. (see what I did there?) Then go work out. Then change the world.
Just like Phil did.
