【耐克对战阿迪达斯】第二集：起跑线

英文文稿+中文翻译 

Nike v. Adidas

耐克对战阿迪达斯

Episode 2: The Starting Line

第二集：起跑线

[SFX: Dull whine of an antique car engine, then SFX of a convertible of that era driving down the road.]

 【特效：古董汽车发动机发出的沉闷响声，紧接着，是那个时期的敞篷车行驶的声音。】

HOST: August, 1936.

主持人：1936年8月。

Three years before the start of the Second World War.

距离第二次世界大战开始，还有三年。

An automobile putters down one of the first modern highways in Europe, toward the jagged skyline of Berlin, the capital of Nazi Germany. In the driver's seat, behind the wheel, sits a young man named Adolf Dassler (pronounced: ay-dolf dass-lerr), known by his friends and family as Adi (pronounced: ah-dee).

一辆汽车在欧洲最早的现代高速公路上飞驰，汽车轰鸣着，驶向纳粹德国的首都柏林。驾驶座上坐着一个年轻人，他名叫阿道夫·达斯勒，不过家人朋友更习惯叫他阿迪。

Dassler is 36 years old, with a movie star's good looks, He’s driving a convertible, the breeze whipping his coarse brown hair.

36岁的 阿迪，有着电影明星般好看的样貌，他开着敞篷车，任微风拂过他粗硬的棕发。

The son of a weaver and a laundry operator, Adi grew up in a factory town in the state of Bavaria. His father was a master weaver; his mother ran a laundry. When he was a teenager training to be a baker’s assistant, he'd been sent to fight against the French in World War I. He was dispatched to the front where he witnessed many gruesome ways to die -- and to survive.

阿迪的父母分别是织布工和洗衣店老板，他在德国巴伐利亚州的一个工厂小镇长大，父亲是一个技艺高超的织布工，妈妈则经营一家洗衣店。十几岁的时候，阿迪曾给面包师傅当过学徒，也曾在一战时与法国人交战。阿迪在前线见证了太多人以可怕的方式死去，也看到许多人以骇人的方式幸存下来。

[00:01:01]

 He still carries the trauma of all that he saw.

 阿迪在战场上见到的一切给他带来的创伤，始终没能离开他。

But when he returns from the war, Adi desperately wants to put it all behind him. To find something to pour his energy into and to occupy his mind.

当他从战场回来后，就急切地想要放下一切，想要找到一件事，一件让自己可以为之倾注全部的精力的事，一件占据自己思想的事。

Adi is extremely ambitious. Soon, he and his brother, Rudi, start building their own footwear company. They call it Gebrüder Dassler (Geh-broo-der Dass-ler): The Dassler Brothers.  They launch their company from their mother’s laundry room, learning the necessary stitching skills from their father.

阿迪野心勃勃。回家不久，阿迪就和哥哥鲁迪一起，成立了自己的鞋类公司。他们给这个公司取名为，达斯勒兄弟鞋厂。兄弟俩把公司建在妈妈的洗衣房里，必要的缝纫技能则从爸爸那里学习。

High quality materials are hard to come by after the great war. So, Adi and Rudi initially rummage through any discarded army gear, old parachutes and battered helmets they can scrounge up. And of course, *anything with leather.

一战后，想获得高品质的原材料是很难的。因此，阿迪和鲁迪翻遍了各种各样被丢弃的军用装备，从旧降落伞到破头盔，只要上面有皮革他们就拿来用。

To slice *up the leather, Adi mounts a trimmer to a bicycle.  When he pedals, the blades come to life.

为了更高效地切割收集到的皮革，阿迪把树枝修剪器和自行车组合起来，这样他一踩自行车踏板，修剪器的刀片就可以开始飞速工作。

It is a scrappy little operation put together from spare parts and ingenuity, far from the multi-billion dollar concern it would become.

目前，他们公司所谓的业务只是一些零部件与两兄弟精巧手艺的组合，是小而散的生意，和未来价值数十亿的业务额还相距甚远。

But the shoes that emerge from that little makeshift factory in Bavaria are sturdy and durable: They are a major improvement over other available shoes with cleats, which tend to disintegrate after a few months of wear.  Soon, Gebrüder Dassler (pronounced: Ge-broo-der Dass-ler) is working with the head of Germany’s national track team, Josef Waitzer (pronounced: Wayts-er), on a line of a running shoes.

不过，这家巴伐利亚州小工厂生产的鞋子结实耐用，比当时市面上穿几个月就散架的防滑钉鞋性能要好很多。很快，达斯勒兄弟鞋厂就和德国国家田径队教练约瑟夫·威泽达成合作，为德国国家田径队提供跑鞋。

[SFX: Germans playing soccer under track, fade out at ‘amateur matches]

【特效：德国人踢足球的声音，还有业余比赛的声音】

HOST: The timing is good: soccer is increasingly becoming a popular sport in Germany, and a welcome escape for hundreds of thousands of Germans, who flock to the grandstands of local club games, or compete themselves in amateur matches. Through sheer force of will, Adi and Rudi convince several major clubs to equip their players with Dassler shoes.

主持人：两兄弟把握住了时机。当时足球在德国越来越受欢迎，成了许多德国人消遣的方式。人们涌向足球俱乐部比赛的看台，或者直接参与到业余的足球比赛中。阿迪和鲁迪凭借惊人的毅力说服了德国几家主要的足球俱乐部，让俱乐部的球员都穿上他们生产的球鞋。

[SFX: The squeak of a train, the chatter of people, the honk of horns]

【特效：火车车轮的吱吱声，人们的闲聊声，还有汽车喇叭的声音】

HOST: But Adi Dassler already has an even bigger stage in mind. It is August 1st, 1936, and he is steering his car through the streets of Berlin, fenders festooned with swastika flags.  It is the eve of the Summer Olympics, and he can’t help but grin.

不过阿迪已经为自己产品想好了比俱乐部更大的秀场。这是1936年的8月1日，阿迪驾车驶过柏林街头，车前的挡泥板上插着纳粹卐字旗。夏季奥林匹克运动会即将开幕，想到自己的绝妙注意，阿迪忍不住笑起来。

His destiny – the goal he and his brother, Rudi, have been working toward for 15 years – finally feels within reach.

他的梦想，他和兄弟鲁迪努力了十五年的目标，在眼下终于变得触手可及。

SEGMENT ONE

第一部分

[00:03:21]

HOST: From Wondery, I’m ________, (insert Host’s name) and this is Business Wars.

您正在收听的是由 Wondery 授权、喜马拉雅制作播出的《商业战争》。

In this episode, we continue the story of Nike vs. Adidas by going back to look at the roots of the coming blowout rivalry between the two biggest sneaker manufacturers on the planet.

本期我们将带您回溯历史，了解耐克和阿迪达斯这两家世界上最大的运动鞋制造商，他们之间激烈竞争是如何开始的。

This is Episode 2: The Starting Line.

请听第二集：起跑线。

 A friendly reminder here: This series is intended to be listened to in order, so if you haven't had a chance to listen to our first episode, I’d recommend that you go back and do that now. Because to understand this battle--it’s important to fully appreciate just how similar and how different these two companies are...

温馨提示，本系列建议您按照顺序收听。如果您还没有来得及听第一集，我们推荐您先收听第一集。按顺序收听能帮助您更好地认识两家公司的相似性和差异性，对于理解这场商业大战十分关键。

Though they’re two of the world’s most talked about brands today, Nike and Adidas were *born decades ago and thousands of miles apart -- in Germany and Oregon. Later, we'll be visiting with a young track star named Phil Knight (pronounced: Fill Nite), and his coach, Bill Bowerman (pronounced: Bau-er-mann), who together founded Nike.

耐克和阿迪达斯现在同是世界上最知名的运动品牌。它们都是在数十年前被创立，两个公司相距甚远，一个在美国的俄勒冈州，一个在数千英里外的德国。稍后，我们将讨论田径场上的新秀菲尔·奈特和他的教练比尔·鲍尔曼，他们共同创立了耐克公司。

But for now, it’s 1936--we’re in Berlin, and preparations are under way for the Summer Olympics. We’re still a couple of years away from the second world war...but with Adolf Hitler as German Chancellor, the Berlin games have been drawing international criticism. Several countries, including Belgium, say they will boycott the Summer Games, citing Hitler's odious Anti-Semitism, and his apparent intention to use the games to showcase the superiority of his Aryan athletes, as he sees it.

在那之前，让我们回到1936年的柏林。此时，夏季奥运会正在紧锣密鼓地筹备中，距离二战爆发也还有几年的距离，但这次奥运会因为希特勒担任德国总理的缘故，在国际社会上饱受争议。包括比利时在内的几个国家表示，希特勒令人憎恶的反犹太主义，让他们决意抵制这次奥运会。而对于希特勒来说，这次奥运会是展现他自己所代表的雅利安人种优越性的绝好机会。

[00:05:05]

Still, the games will go forward before spectators who’ve traveled to Berlin from around the world.

尽管如此，奥运会仍将如期举行，届时世界各地的观众都将在柏林观看这一盛会。

And Adi is determined that they will see more than just the athletes -- that they’ll see the best sports shoes you can get...made in Germany, of course…

对于阿迪来说，他想让观众不仅关注到场上的运动员，同时还关注到市面上最好的运动鞋，当然是由德国制造的运动鞋。

[SFX: Car door slamming shut, followed by footsteps on dirt, indistinct voices intermittently]

 【特效：车门关上，紧接着有脚踩在泥土上的声音，中间混着模糊不清的响声】

HOST: Shouldering a duffle bag filled with shoes, Adi makes his way into the Olympic Village, towards a modest beige-walled structure. Adi knows this building is where the American track athletes will be sleeping for the duration of the Games.

主持人：阿迪背着装满鞋子的行李袋，走进奥运村，径直走向一个不起眼的米色外墙建筑。阿迪知道，奥运期间在这座建筑里住着的，是来自美国的田径运动员。

He asks around until he finds someone who can introduce him to a fellow named Jesse Owens (pronounced: Jeh-see Oh-wens), a young African-American man considered by many to be the best sprinter in the world.

他四处询问，想要找到一个叫杰西·欧文斯的非裔美国人。这个年轻人是当时世界公认最优秀的短跑运动员。

Instead, though, he runs into his old friend, Jozef Waitzer (pronounced: Wayts-er), who coaches the German track team. Waitzer has agreed, as a favor to Adi, to help get his buddy’s products onto the feet of as many athletes as possible, regardless of home country. But Adi has one particular athlete he wants to wear his shoes.

好巧不巧，阿迪撞见了老朋友，德国国家田径队教练约瑟夫·威泽。威泽答应帮阿迪一把，表示自己会尽力让更多的运动员都穿上阿迪的鞋，不论他们来自哪个国家。不过，关于希望哪个运动员展示自己的鞋子，阿迪心中已经有一名确定的人选。

ADI: Can you get a pair to Owens?

阿迪：你能让欧文斯穿我的鞋吗？

HOST: Waitzer shakes his head emphatically.  The favor Adi is asking could have serious consequences.

主持人：威泽决绝地摇头，他知道阿迪的这个请求可能会导致非常严重的后果。

WAITZER: Impossible. If Hitler finds out a German company is providing shoes to a black American athlete, there will be hell to pay.

威泽：绝对不可能。如果被希特勒发现，一个德国公司居然为美国的黑人运动员提供运动鞋，后果不堪设想。

ADI: Just try. For me. Please!

阿迪：试试吧，就当帮我一把，求你了！

HOST: Which Waitzer does. When he hands the shoes to Owens, the runner pulls on the upper part of the shoe, testing its weight and strength.

主持人：威泽答应了。威泽把鞋子送到欧文斯面前，欧文斯提着鞋，测试鞋的重量和强度。

Most athletic shoes of the day were made of wood and leather. Heavy thick things...but. Dassler shoes are lightweight, cobbled out of canvas and rubber.

当时大多数运动鞋都还是用木头或者皮革制作的，非常笨重。而这双达斯勒兄弟鞋厂生产的鞋，由帆布和橡胶制成，显得十分轻巧。

Impressive.

真是令人惊艳的鞋。

Owens turns the shoes over and lets his finger tips graze the cleats.  He’s intrigued. He’s never worn anything like them. Never seen anything like them, either.  He takes them out for a few test runs. He comes back still breathing hard. Yeah---now he’s a *convert.

欧文斯把鞋子翻来覆去地看，他的指尖轻轻滑过鞋底的防滑钉。欧文斯被这双鞋吸引住了。他从没穿过这样的鞋，连见也没见过。欧文斯把鞋穿出去试跑了一下，回来的时候还喘着大气。是的，欧文斯买账了。

OWENS:  I either wear these shoes, or I wear nothing at all.

欧文斯：我要么穿着这双鞋比赛，要么什么鞋我都不穿。

[SFX: Olympic spectators] 

【特效：奥运会观众的声音】

HOST: A few days later, Adi and Rudi Dassler are in the stands as the runners take their positions. Inside the Olympic grounds, flags with Nazi swastikas and the Olympic symbol encircle the field.  Standing in his car, Hitler arrives to cheers---his limo trailed by a long motorcade.

主持人: 几天后，阿迪和鲁迪出现在奥运会的看台上。场上的短跑运动员准备就位，赛场被纳粹卍字旗和奥运旗环绕着。希特勒站在豪华轿车里，他在人们的欢呼声中抵达赛场，后面还跟着长长的车队。

He makes his way to his viewing box perched high in the stands, allowing him to look down on all the athletes and the spectators.

希特勒登上专属于他的最高处的看台，以便俯视所有运动员和观众。

Everyone assembled wait for his remarks, which will mark the official start of the games.

场上所有人都等着希特勒发话，宣布比赛正式开始。

[SFX: Hitler’s remarks, then more cheering]

【特效：希特勒讲话，伴着更热烈的欢呼声】

HOST: As the runners make their way to the track, a hush falls over the crowd...there’s so much riding on the outcome...not just medals of course, but national pride.... And for Adi and Rudi, a chance to show the world something else...

主持人：运动员就位，观众席突然鸦雀无声。比赛结果所承载的实在是太多了，不仅仅是奖牌，更是民族自豪感，对于阿迪和鲁迪来说，比赛还是向世界展示自己产品的绝佳机会。

[SFX: Race start gun shot]

【特效：起跑枪声响起】

HOST: As Owens wins one gold medal, and then another, then a third and a fourth, the crowd erupts and cheers. A man from the United States- a black man from the United States- is trouncing the German Aryans in Hitler's own back yard: It is an accomplishment for the ages.

主持人：欧文斯赢得了一枚金牌，接着又赢了一枚，还有第三枚！第四枚，观众沸腾了！这来自美国的运动员，来自美国的黑人运动员，居然在希特勒的地盘击溃了德国雅利安运动员！实在是史诗级的壮举！

And Owens does it all in a pair of track shoes made by the Dassler brothers.

而在欧文斯完成此番壮举时，他穿的是一双由达斯勒兄弟鞋厂生产的鞋。

A few weeks later, Adi Dassler receives a handwritten thank-you note from Owens, now the most famous athlete in the world.

几周后，阿迪收到了欧文斯亲手写的感谢信。此时的欧文斯已然成为世界上最知名的运动员。

In the aftermath of the 1936 Olympics, the Dassler company, soon to be known as Adidas, grows rapidly. The German economy is flourishing, and by 1939, on the eve of World War II, the company has built another big factory in Bavaria in order to meet demand for the Dassler brothers’ shoes.

1936年奥运会之后，达斯勒兄弟鞋厂，也就是后来的阿迪达斯，取得了飞速的发展。同时，德国经济也一片蓬勃，到1939年第二次世界大战前夕，该公司已经在德国的巴伐利亚州又新建了一家大工厂，以满足市场对达斯勒兄弟鞋的需求。

This *should be a time when these brothers savor their newfound success. And yet, like brothers everywhere, Rudi and Adi clash – frequently.

此时，两兄弟本应该共同品尝成功的甜头，但就像其他兄弟一样，阿迪和鲁迪起了冲突，而且冲突不断。

 Adi is more cerebral, more interested in tinkering with new designs. Rudi is brash and outgoing. And he resents Adi’s very young wife, Kathe (pronounced: Cath), for daring to weigh in on the future of the company.

比起鲁迪，阿迪更聪明，对尝试新鲜的设计也更感兴趣。鲁迪则比较粗放也更为外向，同时，鲁迪对阿迪的妻子凯特十分不满。因为这个年纪轻轻的女人居然敢对公司的未来发展指手画脚。

In a letter to a friend, Rudi remembers that *before Kathe, he and his *brother were so close.

在给友人的信中，鲁迪写到，在阿迪娶凯特之前，两兄弟的关系曾经是那么亲密无间。

[00:09:49]

RUDI: My relationship with my brother between 1924 until 1933 was ideal. Then his wife  -- who is all of sixteen years old and has absolutely no experience -- thinks she can have a say in business matters.

鲁迪：1924年到1933年间，我和弟弟的关系都非常好，直到他妻子出现。这个十六岁，毫无经验的小姑娘，居然觉得自己在生意的事情上有发言权。

HOST: The power struggle between Adi and Rudi, and Adi’s wife was escalating about the same time that Germany was itself at war. In 1942, things came to a head for all of them.

主持人：阿迪、鲁迪还有阿迪妻子三人之间的权利斗争日渐升级，同时德国的战争也在升级。1942年，所有的事情都陷入困境。

[SFX: Whistling bombs, the growl of planes overhead under track and dialogue]

【特效：炸弹的呼啸声，上空飞机的吼叫声，坦克履带声和谈话声】

HOST: One evening, air raid sirens scream outside the Dassler brothers’ factory in Bavaria. Rudi and his family dash from their home to a bomb shelter near the Dassler factory. A few minutes later, Adi and his wife rush in. There’s panic...which quickly turns to anger...

主持人：一个晚上，在巴伐利亚州的达斯勒兄弟鞋厂外，空袭警报器发出尖利震耳的响声。鲁迪一家匆忙赶到工厂附近的一个防空洞，几分钟后，阿迪和妻子也赶了过来。空气中弥漫着恐惧，紧接着，恐惧升级为愤怒。

Rudi speaks.

鲁迪说话了。

RUDI: Here are those bloody bastards again!

鲁迪：又是那群恶心的混蛋！

HOST: It’s unclear who Rudi is referring to, but Adi thinks he knows.

主持人：鲁迪骂的是谁呢？没人知道。但阿迪觉得自己知道鲁迪骂的是谁。

ADI (furious):  What did you just say to me?

阿迪（十分气愤地）：你刚刚说什么？

RUDI: I’m ashamed you’re my brother!

鲁迪：当你的兄弟真丢脸！

HOST: With the planes still whistling overhead, the two brothers start screaming at one another.

主持人：天上的飞机仍在空中呼啸，地上的两弟兄冲着对方破口大骂。

Rudi would say later that he was referring to the Allied planes, ---but Adi knows what he heard...and what he knows leaves a scar...

之后，鲁迪解释说，当时他骂的是盟军飞机。但阿迪知道鲁迪当时心里想的是什么，而这在阿迪心中留下了伤疤。

[SFX: Music as transition]

 【特效：音乐声过渡】

HOST: As the war drags on, Hitler’s government scrambles to meet the needs of the war machine... taking over many commercial factories for use in arms manufacturing. Employees for the airline Lufthansa, for instance, are ordered to help build radar units for German fighter planes. And the main Dassler brothers’ shoe factory is converted to a production center for rocket launchers.

主持人：战争还在继续，希特勒政府急需更多的武器生产供应。政府接管了许多商业制造厂用来制造武器。例如，汉莎航空的员工就被政府派去生产用于德国战斗机的雷达装备。达斯勒兄弟鞋厂的主要厂房也被改建成了火箭发射器的生产中心。

In 1945, with Germany’s defeat, Rudi and Adi find themselves locked in a *new dispute. Like most powerful business people in Germany, the brothers had joined the Nazi Party in the run-up to the war.

1945年，随着德国战败，鲁迪和阿迪又产生了新的分歧。和德国当时其他最有权势的商人一样，两兄弟在战争爆发前都加入了纳粹党。

Now, the Allied powers are running denazification commissions across the country, and the Dasslers are accused of war profiteering---Rudi’s suspected of something even more serious-- working on behalf of an intelligence arm of the Nazi party.

现在，同盟国在全国范围内开展镇压纳粹的工作。达斯勒家族遭到指控，他们被指在战争中通过为纳粹党的一个情报部门工作，从而获取暴利，而鲁迪则还涉嫌更严重的指控。

Both brothers are eventually allowed to return to the company they built. But Rudi is convinced that Adi sold him out to the allied authorities, a charge that Kathe denies.

最终，两兄弟都被放回公司。但鲁迪坚持认为阿迪把自己出卖给了同盟国，对此凯特坚决否认。

KATHE: I can tell you this is untrue! Far from turning him in, my husband did everything he could to exonerate his brother, Rudi.

凯特：这绝对不可能！我丈夫不仅没有出卖鲁迪，还尽全力让鲁迪免于受罚。

HOST: And even as Germany slowly rebuilds – and consumer spending resumes – the two brothers pull further and further apart. They will never reconcile.

主持人：德国缓慢重建，消费者购买力也日渐回复，但两兄弟却越走越远，再也没能和好。

In 1947, from the ashes of the old gebruder Dassler, Rudi starts his own company---which will eventually become the third-largest sneaker company in the world--a company called Puma.

1947年，在达斯勒兄弟鞋厂的废墟上，鲁迪建立了自己的公司，后来这家公司成为了世界上第三大运动鞋公司，它就是彪马。

And Adi Dassler starts a company too--creating a brand that blends his first and last names:---ADI-dass...or as it would become better known outside of Germany…”ah-DEE-dass.”

阿迪也成立了自己的公司，他将自己的姓和名部分组合起来，组成了品牌的名称，阿迪达斯。

The former employees of Gebrüder Dassler ( pronounced: Geh-broo-der Dass-ler) are permitted to choose which brother they’d like to work for. The sales side of the old operation follow Rudi. The designers and craftspeople go with Adi. 

达斯勒兄弟鞋厂的员工可以自行选择为兄弟中的哪一位工作，原来公司的销售部门跟了鲁迪，而设计师和手工艺者则选择了阿迪。

Rudi had always been the more business-minded of the pair. But it’s shortly after Adidas was incorporated that Adi has an idea that will help define his company for decades: Why not, he wonders, adorn every pair of Adidas shoes with three white stripes? As a logo, the stripes are simple, effective, and memorable: they make every Adidas product into its own billboard.

两兄弟中鲁迪是更有商业头脑的那个。但阿迪在公司阿迪达斯成立不久后的一个想法，帮他为公司未来几十年的成功奠定了基础。阿迪这个想法，就是在每一双阿迪达斯生产的鞋上都印上三道白色条纹。条纹作为商标，简洁有力，而且容易被记住。而且这样一来，每双阿迪达斯的鞋子都成为了公司商标的广告牌。

As both Puma and Adidas grow, a massive rift opens in the Dassler brothers’ hometown, where the sneaker business now dominates the economy. The rift divides neighborhoods and districts and even extended families: By choosing what company you were going to work for, you were also choosing which stores you patronized and which schools your kids attended.

彪马和阿迪达斯分头发展，两兄弟家乡所在小镇的割裂也越来越严重。那时，运动鞋生产在小镇的经济中占领了主导地位。两家公司的分歧间接导致社区与街区的割裂，甚至还影响到了当地的家庭：在这里，一个人工作的公司决定了他会光顾哪家商店，也决定了他的孩子会去哪所学校上学。

Although much later, there will be rumors of a late in life reconciliation between Rudi and Adi, at least publicly, a wall of silence divides the brothers. They are now sworn and bitter rivals, as are their wives and children. Even in death the rivalry will persist: Although the brothers are buried today in the same cemetery, the plots lie at separate ends of the site.

即便很久之后，有流言表示两兄弟在暮年终于和解，但至少在公开场合，两人中间始终隔着沉默的高墙。两人是愤愤不平的死对头，他们的妻子孩子也是如此。即使死后，两人之间的对抗仍在继续。他们被葬在同一个墓园，但各自分散在墓园里最远的两端。

Gradually, Adidas begins to pull away from Puma. Puma's shoes are sound from a technical perspective – Rudi is a good designer, if not *quite as good as Adi. But crucially, Rudi’s personal skills leave something to be desired.

渐渐地，阿迪达斯把彪马甩在了身后。从技术来说，彪马的鞋子是不错的，虽然比阿迪还是差了一些，但鲁迪依旧称得上是一位优秀的设计师，。两人差距的关键，在于鲁迪欠佳的人际交往能力。

[00:14:56]

In the run-up to the 1954 World Cup, he gets on the wrong side of the coach of Germany’s national team.  Germany signs with Adidas, instead, giving Adi Dassler access to the world stage.

1954年世界杯前夕，鲁迪在德国国家队教练人选上选边站队失误。德国队决定和阿迪达斯签约，阿迪因此获得了世界舞台的入场券。

Then Germany goes on to win the tournament, putting the players, in their Adidas gear, in newsreels and on front pages around the world.

而且，德国还赢得了这场世界杯。球员们穿着阿迪达斯的运动装备，在全世界新闻媒体的头版头条上亮相。

[SFX: Popping sound of camera flashes from that era.]

【特效：19世纪50-60年代的相机闪光灯的声音】

HOST: You can’t pay for that kind of advertising.

主持人：这种广告效果带来的价值是无法估量的。

Adi begins a high-profile press tour, touting the supremacy of his soccer cleats. The world of mass-marketing sports culture is growing fast, and so is Adidas.

阿迪筹备了一场备受瞩目的新闻发布会，在发布会上，他把自己的足球钉鞋捧上了天。运动品牌的大众营销正在飞速发展，阿迪达斯也不断壮大。

Fast forward to November, 1962. And thousands of miles away

让我们把时间快进到1962年的12月，来到一个数千英里以外的地方。

[SFX: The clack-clack of a high-speed train, and the squeal of the rails]

 【特效：高速火车发出的啪嗒声，伴着铁轨发出的尖利的声音】

HOST: A train twists its way through the Japanese countryside, on the way to the city of Kobe. Outside, past the dented plexiglass windows, flicks a landscape of red-leafed maple trees.

主持人：一辆火车蜿蜒经过日本乡村，驶向神户市。凹凸不平的车窗外，闪过一大片红色的枫叶林。

In one of the cars is a wiry former track star unkempt blonde hair---named Phil Knight. Like Adi Dassler, Knight is a shoe geek. He knows how much the technology on a runner’s feet can matter to his performance.

列车的某节车厢里，坐着一个名叫菲尔·奈特的前田径明星，他的金发散乱蓬松，身形瘦削结实。和阿迪一样，奈特也是个鞋迷。他深知运动鞋的工艺对运动员比赛的表现十分关键。

And having recently earned a diploma from the Stanford Graduate School of Business, Knight has a good idea of how much potential there is in the American sneaker market.

同时，刚拿到斯坦福商学院文凭的奈特，也深知美国运动鞋市场有多大的潜力。

As Knight had discovered at Stanford, that market was ready for disruption:

正如奈特在斯坦福学习时觉察到的，美国的运动鞋市场已经做好了腾飞的准备。

Mass-market sports were booming, endorsement deals were getting bigger and bigger, but the only brand to have really found sustained success in the US was a German company called Adidas.

美国大众体育市场正蓬勃发展，代言合同越签越大。但当时在美国真正取得稳定成就的只有一家名叫阿迪达斯的德国公司。

Why not try to shake things up? Why not try to build an American company that could take a bite out of Adidas’s dominant market position?  

为什么不试试改变现状呢？为什么不试着成立一家美国公司，在阿迪达斯主导的市场里分一杯羹呢？

A few days earlier, after landing in Japan, Knight cold-calls a popular shoe company called Onitsuka (pronounced: Oh NEETS Ka) Tiger, which makes sneakers worn by --pretty much every young hip person in the country.

几天前，奈特刚刚抵达日本就给一家名叫鬼冢虎的时尚鞋业公司打了一通电话。日本几乎所有的嘻哈青年都穿这个牌子的鞋。

Eventually, Phil Knight would become rich and famous by marketing his *own brand of sneakers. But for now, he figures there might be money to be made by bringing Onitsuka Tiger --to the --US.

虽然最终奈特当然是要通过推广自己的品牌来财富和名望，但目前他觉得把鬼冢虎推广到美国应该也有利可图。

To his surprise, the executives at Onitsuka *agree to a *visit from him.

令他惊讶的是，鬼冢虎的高管们居然同意在公司见他一面。

Which is why he’s on this train to Kobe.

这也是为什么奈特会登上去神户的火车。

[SFX: The train draws to a hissing halt]

 【特效：火车突然停下的声音】

HOST: Knight finds a room at a budget hotel, and the next morning makes his way to the Onitsuka factory.

主持人：奈特在一家经济型酒店住下了，准备第二天早上就出发前往鬼冢虎的工厂。

He’s pretty nervous, to be honest. He has only the barest of gameplans --  and he’s short of something else too:  money.

说实话，奈特挺紧张的。他的方案很单薄，而且他还缺另一样东西，钱。

[SFX: Industrial sounds; shouts and clanks; muffled thumps]

 【特效：工厂的声音；喊叫声，当啷声，低沉的敲击声】

HOST: When Knight arrives at the Onitsuka (pronounced: oh-neet-ska) factory in Kobe, executives give him a brief tour before leading him to a conference room.  Before arriving, Knight had rehearsed this scene in his head over and over again, in the same way he used to rehearse his races as a runner.

主持人：奈特抵达位于神户的鬼冢虎的工厂后，高管带他简单参观了一下，之后就把他引到一间会议室。到达这里之前，奈特已经在头脑中无数遍地排练过即将呈现的内容，就像他以前练习赛跑的时候一样。

In the conference room, the Onitsuka executives sit in a neat row in front of him. The questions begin.

会议室里，鬼冢虎的高管面对奈特整齐地坐成一排，开始向奈特提问。

EXECUTIVE: Mr. Knight, what company are you with?

高管：奈特先生，你的公司是？

KNIGHT: Ah yes, good question.

奈特：啊……对，这是个很好的问题。

HOST: Oh, geez!  Despite preparing for every anticipated inquiry about his business plan, he had neglected to think of the most basic thing!

主持人：天哪，奈特虽然想过他们会如何针对他的商业计划书提问，并且为所有问题准备了答案，，但他居然忽略了这个最基础的问题。

Knight’s mind races. With as much neural speed as his brain can muster, he thinks back to the awards from his track days and blurts out the first thing that comes to mind.

奈特的大脑飞速运转着。他以最快速度回想自己在比赛中赢得过的奖项名称，脱口说出第一个出现在他脑海中的名字。

KNIGHT: My company is called Blue Ribbon Sports of Portland, Oregon.

 奈特：我的公司名叫蓝丝带体育，位于美国俄勒冈州波特兰市。

HOST: He knows it’s a long and clumsy name that no one would ever use. But once he sees the executives nodding approvingly, ---he takes heart and launches into his pitch:

主持人：奈特知道没人会真的用这个又臭又长的名字作为公司名称，但当奈特看到高管们赞许地点了点头，他振作起来，开始演说。

KNIGHT:  Gentlemen, the American shoe market is enormous. And largely untapped. If Onitsuka can get its Tigers into American stores, and price them to undercut Adidas -- which most American athletes now wear --  it could be a hugely profitable venture.

奈特：先生们，美国有巨大的鞋类市场，而且这个市场基本还未被开发。如果鬼冢虎可以进入美国市场，而且在定价上打压现在美国大部分运动员穿的阿迪达斯，它的利润将十分可观。

HOST: Knight explains that as a former track star himself, he is the *perfect person to help the company get into the US market. He *knows his *shoes.  More important, thanks to his time at Stanford, he knows what *sells.

主持人：奈特继续说道，作为曾经的田径明星，自己是将鬼冢虎引入美国市场的最佳人选。他不仅了解鞋子，而且他在斯坦福的学习经历还让他知道什么东西可以卖得好。

Now to be honest with himself, Knight thinks it’s a pretty thin sales pitch--but its all he’s got---and to his surprise, the Onitsuka guys start nodding again.

老实说，奈特觉得这次的推销宣传成功的概率很小，但这也是他能做的所有了。令他惊讶的是，鬼冢虎的高管们再一次赞许地点了头。

EXECUTIVE: Mr. Knight, we’ve been thinking about the American market for a long time.

高管：奈特先生，我们也早就考虑想要进入美国市场了。

 [00:19:47]

HOST: Knight and the executives part with a promise: Knight agrees to mail them a 50 dollar check for the samples he’d need to circulate among American buyers.

主持人：奈特和高管作别时许诺，他将寄来50美元的支票，用于购买他在美国推广鬼冢虎时需要的样品。

Little did the Onitsuka executives know that Knight didn’t have 50 dollars. So, Knight does what many of us have probably done --once or twice, perhaps--- he writes a letter to the one person he thinks might come through in an emergency.

鬼冢虎高管不知道的是，奈特根本拿不出50美元。这时，奈特选择了一个我们或多或少都试过的办法，他给一个人写了一封信，他想那个人可能会在紧急情况下愿意帮他一把。

“Dear Dad: Urgent. Please wire fifty dollars right away to Onitsuka Corp of Kobe.”

“亲爱的老爸，情况紧急，请帮我给神户的鬼冢虎公司汇50美金过去。”

Knight heads back to the US to find a corporate accountant to help get his company off the ground. He turns a person he can trust---his former coach at the University of Oregon, Bill Bowerman.   At Oregon, Bowerman was notorious for being obsessed with running gear and the technical aspects of track.Knight reasons that Bowerman will be an asset as the pair start to import Onitsuka Tigers…

奈特回到美国，打算找一个会计师帮助自己让公司起步。奈特找到了一个自己很信任的人，就是他在俄勒冈大学时的教练，比尔·鲍尔曼。人人都知道鲍尔曼太过痴迷于研究田径装备和技术，但奈特将他的这种疯狂视作优点，认为他可以作为搭档一同将鬼冢虎引入美国。

Okay, so accounting might not have been Bowerman’s strong suit, but Knight reasons he’s still the best person to help him launch the company.

要知道，会计可不是鲍尔曼的强项，但奈特还是觉得鲍尔曼是帮助自己启动公司的最佳人选。

And profits?  They’ll worry about the numbers as they go along.  Turns out they wouldn’t really need much of a calculator at first…. Blue Ribbon Sports doesn’t exactly explode.

那利润又该怎么分呢？就等到公司上路了再说吧。事实证明，他们在起步阶段确实也不需要担心分红的问题，因为刚开始的时候，蓝丝带体育并没有发展很快。

In its first year, the company sells approximately thirteen hundred-- pairs of shoes, for a total gross of $8 thousand dollars. But by the next year, it grosses 20,000 – enough to hire a full-time employee to help with distribution. Meanwhile, Bowerman has begun to do what he does *best: Tinker.

在第一年的时候，蓝丝带公司卖出了大约1300双鞋，总价约8000美元。第二年，总收入就增长了20,000美元，这就足够聘请一名全职员工来协助分销了。同时，鲍尔曼开始做他最擅长的事情，捯饬。

Tinker with new designs.

捯饬新兴的设计。

Tinker with new styles.

捯饬新潮的款式。

[SFX: Kitchen sounds: clanks, clunks, the whir of a whisk]

 【特效：厨房里的声音，哐当声，搅拌声】

HOST: Bowerman spends a lot of time messing around in the kitchen with his wife's waffle iron---looking at that pattern，what if you could use this as a mold for rubber...and maybe put that on the bottom of a running shoe...

主持人：鲍尔曼花了大量的时间在厨房里捯饬妻子的华夫机。看着华夫机的图案，他想，如果可以把华夫机当做橡胶模具，再把做出来的模型作为跑鞋的鞋底，会怎么样呢？

[SFX: Appliance breaking]

 【特效：器具破裂的声音】

HOST: The waffle iron didn’t quite survive this eureka moment...

主持人：在鲍尔曼灵光闪现的这一刻，华夫机的生命也走向了终点。

But the soles end up living forever.

不过这个由华夫机制成的橡胶鞋底被永远地保留了下来。

In 1971, now armed with a bunch of blueprints, Bowerman and Knight cut ties with Onitsuka to found their *own company. For a logo, they choose a kind of stylized checkmark, designed by a young student at Portland State University, where Knight had been lecturing on a part-time basis.   They’ve now got an logo of sorts, what would come to be known as the swoosh….but what kind of swoosh?   For a name, they borrow one from the Greek goddess of speed, Nike.

1971年，鲍尔曼和奈特心中已经有一系列的计划，他们结束了和鬼冢虎的合作，成立了自己的公司。商标的话，他们找了一个还算有点样式的对勾作为标志，这个标志也就是后来人们所熟知的耐克对勾，它是波特兰州立大学的一个年轻的学生设计的，奈特曾经在那里兼职授课。现在他们也算有商标了,至于商标的名字呢？两人就借了希腊神话中速度女神的名字，耐克。

As for their target, there’s only one, really: that shoe company started back in Bavaria decades ago...the one that ----at the moment *dominates the US market…..

耐克想要对标的公司，只有一个。就是那家早在几十年前就成立于德国巴伐利亚州的鞋品公司，那家正主导着美国市场的公司。

OUTRO

结尾

 [00:22:44]

HOST: We hope you enjoyed this episode of Business Wars. Next time, on Nike vs. Adidas: it’s the stripes versus the swoosh, as Knight tries to poach one of the best known athletes from Adidas.

主持人:本节目中文版由 Wondery 授权、喜马拉雅制作播出。在下期的节目中，您将听到耐克创始人奈特将如何从阿迪达斯挖走最知名的运动员。希望您喜欢本期节目。我们下期再见。

We’re available on _________ (insert Platforms here) and every major listening app, as well as Wondery.com.

You’ll find a link on the episode notes, just tap or swipe over the cover art.  You’ll also see some offers from our sponsors and we hope you’ll support our show by supporting them.  When you support our sponsors, you help us bring you our shows for free.  If you like what you’re hearing, we’d love for you to give us a five star rating and tell your friends about how to subscribe too. 

A quick note about the conversations you’ve been hearing: we can’t know exactly what was said but this dialogue is based on our best research.

This series of Business Wars was originally hosted by David Brown (pronounced: Day-vid Brown). The host of this version is _______ (insert Host’s name). Matthew Shaer (pronounced: Math-yew Shay-er) wrote this story. Karen Lowe (pronounced: Kah-ren Loh) is our senior producer and editor. Original sound design by Bay Area Sound. Our executive producer is Marshall Lewy (pronounced: Marsh-all Loo-ee). Created by Hernan Lopez (pronounced: Hur-nonn Loh-pez) for Wondery.

All copies of each English and Mandarin Episode of the Licensed Product shall bear a notice in the following form: “[2020] Wondery, Inc. All Rights Reserved.”

* 关于鲁迪和阿迪兄弟在防空洞对话，原文稿有误，二者角色应互为颠倒，应为鲁迪误解阿迪在咒骂自己。