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8. 1968
Themes
Key
LitCharts assigns a color and icon to each theme in Shoe Dog, which you can use to track the themes throughout the work.
Entrepreneurship, Experience, and Perseverance
Leadership
Global Economies
Balancing Family and Work
Summary
Analysis
Knight continues hiring new sales representatives for Blue Ribbon, most of whom are runners or ex-runners. In 1968, Blue Ribbon achieved $150,000 in sales, and Knight hopes to get to $300,000 in 1969. Finally, Knight decides he can quit Portland State and work on Blue Ribbon full time while paying himself a salary. At this point, Knight also starts hiring graphic artists to help him with advertising. Previously, Johnson did most of Blue Ribbon's advertising, using himself as a model.
One hundred and fifty dollars in 1969 is equivalent to over $600,000 today. In other words, although Blue Ribbon is still far from Adidas, it is an established company at this point. Additionally, this means that Knight’s goal for 1969 is to turn Blue Ribbon into what would be the equivalent of a $1 million company today. In order to do this, he is going to need to put more money into the business itself, meaning he will still have to live on a modest salary.
Themes
The same year, Bowerman travels to Mexico City, where he experiences the Olympic Games. Although Bowerman enjoys his time at the Olympics—historically remembered for a protest featuring John Carlos and Tommie Smith, two runners—Blue Ribbon does not have a significant presence there. Although many athletes wear Blue Ribbon shoes to train, no one at the game is competing in them.
John Carlos and Tommie Smith are two Black American athletes who made a Black power salute during the national anthem. As a result of this statement, the International Olympic Committee prevented Carols and Smith from competing in the Games.
Themes
Additionally, while in Mexico City, Bowerman sees Kitami. Bowerman warns Knight that he does not like Kitami and thinks he is full of himself. Unfortunately, Knight feels the same way. As of late, Knight has received many letters from Kitami indicating that he does not like Blue Ribbon or care about its success as much as he had previously implied. Luckily, Knight has a solution: he hires Fujimoto to be his eyes and ears inside Onitsuka. If Kitami plans to betray Blue Ribbon, Knight will know about it almost immediately.
Here, Fujimoto repays his debt to Knight. Evidently, Kitami has not been forthcoming with Knight, meaning that Blue Ribbon might not be as strong as Knight hopes it is. Without Kitami and Onitsuka, Blue Ribbon will not have anyone to send them shoes to sell. At the moment, Blue Ribbon only exists because of Onitsuka, and Knight does not know what he will do without them.
Themes
After the games, Kitami flies to Oregon to see Blue Ribbon in person. However, he is not impressed when he sees the small, dingy office Knight works out of. He begins to suspect that Blue Ribbon is not as established as Knight made it seem, and Knight worries that their partnership will soon come to an end. Knight tries to reassure Kitami, but he fears it is too late.
Here, Knight’s lies begin to catch up with him. Although it is true that Blue Ribbon is doing well, Kitami is correct to assume that Knight has not been entirely forthcoming with him. If Kitami is as skeptical about Blue Ribbon as he appears, Knight needs to think of a plan quickly.
Themes
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On top of everything else, Knight does his best to manage his new marriage with Penny. Penny quickly learns that Knight cares more about Blue Ribbon than anything else and often neglects the rest of his life. She also learns Knight hates losing and has a temper when things are not going his way. However, she accepts Knight for who he is and does her best to ensure his success. Knight is incredibly grateful to have her in his life.
Penny is the type of support system Knight needs because she is okay with being his second priority. Although Knight tries to make time for his personal life, he is not good at it and puts Blue Ribbon first. This quality is not something Knight is proud of, but it is part of him, and he is grateful Penny accepts him for who he is.
Themes
In the spring of 1969, Knight and Penny discover they are going to have a baby. The news excites them, though Knight worries how he will balance raising a child on top of everything else. While pregnant, Penny still works as hard as ever to ensure Blue Ribbon’s success. Because there is a baby on the way, Knight decides it is time to buy a house. Luckily, he quickly gets approved for a loan and buys a $34,000 property.
Given how overwhelmed Knight already is, a baby is both a blessing and a curse. If nothing else, a baby will ensure Penny has to step away from Blue Ribbon, leaving Knight without one of his best employees. However, Knight loves Penny, and he is excited to be a father, even if he does not have the time to be one.
Themes
Blue Ribbon also starts growing too big for its modest headquarters. In their rare free time, Knight and Woodell begin looking for new office space, which will better suit the company. Knight enjoys Woodell’s company. He is quiet but always in good spirits, and he also is wholly dedicated to Blue Ribbon. Eventually, Knight and Woodell find a new space for their operation in Tigard, an area south of downtown Portland. Knight notes the resemblance between “Tigard” and “Tigers” and wonders whether the location is meant to be.
Despite Knight’s concerns about what will happen with Kitami, he decides to operate his personal life and Blue Ribbon as though nothing is wrong. Continuing to expand is his way of staying optimistic because, at least for the moment, he has a contract in place with Onitsuka, which he does not think they will break. Regardless, Knight’s moves are certainly risky and could spell disaster if he is not careful.
Themes
Knight and Woodell sign the Tigard lease. Then Knight promotes Woodell to operations manager for Blue Ribbon. Essentially, the new position means that Woodell will handle all the important tasks at Blue Ribbon that Knight does not have time for. Meanwhile, he will no longer have to worry about sales, which he never loved in the first place. Woodell happily accepts the promotion.
Knight’s decision to promote Woodell shows how much he trusts him; after all, Woodell is now in a position where there could be major negative consequences for Blue Ribbon if he makes a mistake. However, as always, Knight thinks leadership means trusting those around you.
Themes
In September of 1969, Penny goes into labor. Knight nervously drives her to the hospital; though everything around him feels unreal, he does his best to stay focused. Eventually, they arrive at the hospital, and a nurse takes Penny to the maternity ward. Knight does not watch Penny give birth. Instead, he waits in a room for expectant fathers until a nurse comes and gets him. After some time, he learns Penny has given birth to a baby boy.
Knight’s life is a whirlwind of attempting to balance work with his personal life. In fact, part of the reason he gave Woodell a promotion is likely so he would have more time to spend with Penny and their new child. While in the waiting room, for once, Knight’s mind is not on work.
Themes
A nurse takes Knight to see Penny and the couple’s newborn son, Matthew. When Knight holds his son for the first time, he experiences a feeling more powerful than anything he has felt before in his life. He is proud of Penny for bringing such an incredible presence into the world and spends the rest of the day in a euphoric state.
Again, Knight’s mind finally drifts away from Blue Ribbon, and he gets the chance to experience one of the most important days of his life without distraction. Although Blue Ribbon’s successes give Knight a lot of joy, he is never as happy working as he is on this day.
Themes
In the fall, Knight receives a letter from John Bork, who is unhappy with his current pay and Knight’s leadership style. Knight treats Bork similarly to Johnson; whenever Bork writes to him, Knight never responds. Knight agrees to raise Bork’s salary but only slightly. He also sends Bork some harsh words, reminding him who is in charge. After mailing the letter, Knight instantly regrets it. He feels he was too harsh and sends Woodell to Los Angeles to patch things up. When Woodell returns, he tells Knight that he thinks Bork will continue working for Blue Ribbon. Knight appreciates Woodell and wishes there were more people like him at the company.
Here, another hiccup occurs for Blue Ribbon, although Woodell quickly manages to smooth it over. This section demonstrates how Knight’s leadership style is not for everyone. The last time he received a disgruntled letter, it was from an employee’s father; however, this time, it is from the employee himself. This spells trouble for the future, though Knight does not have time to put too much thought into it, given the many other projects he has to deal with.
Themes
