The visionaries who built some of the world’s most iconic brands but preferred to stay out of the spotlight.
From Nike’s humble beginnings to Pandora’s charm revolution, their journeys are as inspiring as their creations.
10 Hidden Founders Behind the World’s Biggest Brands
In a world where fame often accompanies fortune, not all brand founders seek the limelight. Many iconic products and services we use daily owe their existence to individuals who remain hidden behind their brands’ success stories. Here’s a look at ten such founders whose remarkable journeys shaped the world we live in today.
1. Nike: The Story of a Waffle Iron and a Dream
Phil Knight and his coach, Bill Bowerman, were passionate about running but frustrated by the lack of quality running shoes in the 1960s. Together, they founded Blue Ribbon Sports to import Japanese sneakers into the US. Striving for better designs, Bowerman famously used a waffle iron to create a revolutionary sole design. In 1978, the company was renamed Nike, inspired by the Greek goddess of victory. Despite its now-iconic status, Knight initially disliked the name. His memoir, Shoe Dog, offers a fascinating behind-the-scenes look at Nike’s rise.
2. Starbucks: From Coffee Beans to a Global Phenomenon
Starbucks started as a modest shop selling coffee beans and equipment in Seattle in 1971. It wasn’t until Howard Schultz purchased the company in 1987 that it transformed into the coffee shop we know today. Inspired by the lively espresso bars of Italy, Schultz introduced espresso-based beverages to the American market, creating a cultural shift. Starbucks now operates in over 80 countries, serving as a testament to Schultz’s vision of making coffee an experience, not just a beverage.
3. Zara: Reinventing Fashion with Speed and Simplicity
Founder: Amancio Ortega
Key to Success: Instant fashion model
Amancio Ortega began his journey by making bathrobes and nightgowns with his wife in their living room during the 1970s. After a failed deal with a German partner, the couple opened their own store in La Coruña, Spain, in 1975. Ortega introduced the “instant fashion” model—launching new trends every two weeks. This approach propelled Zara into global prominence, leading to the creation of Inditex, which houses brands like Massimo Dutti and Pull & Bear. Ortega’s keen sense of consumer demand made him one of the world’s wealthiest individuals.
4. Pandora: Crafting Personal Stories Through Jewellery
Founded in 1982 by Per and Winnie Enevoldsen in Copenhagen, Pandora began as a small jewellery shop importing products from Thailand. The brand gained fame in 2000 with the launch of its charm bracelet, which allowed customers to personalise their jewellery. This innovation turned Pandora into a household name, with millions using its designs to tell their unique stories.
5. Ferrero: Sweet Success with a Nutty Twist
Michel Ferrero turned a family business into a global empire. He revolutionised chocolate with creations like Kinder Surprise, Ferrero Rocher, and Nutella. Ferrero’s success stemmed from understanding his audience: he blended chocolate with milk to appeal to parents and children alike. Observing trends, he even created Tic Tacs, a low-calorie mint for health-conscious consumers. Ferrero’s legacy continues to thrive, bringing joy to sweet tooths around the world.
6. Hard Rock Café: A Musical Journey Turned Restaurant Empire
In 1969, the band The Doors stumbled upon a diner called Hard Rock Café, inspiring the album cover of Morrison Hotel. A year later, Englishmen Isaac Tigrett and Peter Morton sought permission to use the name for their London-based restaurant. Blending music memorabilia with dining, Hard Rock Café became a global sensation, combining rock culture with unforgettable experiences.
7. Lacoste: From Tennis Courts to Wardrobes Worldwide
Founder: René Lacoste
Legacy: Revolutionising sportswear
In the 1920s, tennis attire was formal and impractical. René Lacoste, a French tennis player nicknamed “The Alligator” for his aggressive style, created the first short-sleeved polo shirt for the court. The iconic crocodile logo symbolised his nickname. By 1933, Lacoste had launched a brand specialising in sportswear, including clothing for golf and sailing. The polo shirt remains a staple in wardrobes globally.
8. LEGO: Building Dreams One Brick at a Time
Ole Kirk Christiansen started a small business making wooden toys in the 1930s, naming it LEGO—a blend of the Danish words leg godt (play well). By 1947, he shifted to plastic toys, designing interlocking bricks that children could combine creatively. Remarkably, all LEGO pieces—from the 1940s to today—are compatible. LEGO’s enduring appeal lies in its timeless ability to foster imagination.
9. Google: Two Students Who Changed the Internet Forever
Larry Page and Sergey Brin, two Stanford students, founded Google in 1998 with a mission to organise the world’s information. They named their search engine after “googol,” a number with a hundred zeros, symbolising the vastness of data they aimed to process. Today, Google is an integral part of daily life, from search and email to maps and cloud computing.
10. Instagram: Redefining Photography in the Digital Age Kevin Systrom, a Stanford graduate, combined his love for photography with innovation to create Instagram. Inspired by a retro-style Holga camera he saw in Florence, Systrom developed filters that mimicked vintage aesthetics. Launched in 2010, Instagram quickly gained popularity and was acquired by Facebook for $1 billion just two years later. The app’s ability to shape visual culture has made it a staple of modern life.
