This case study of Nike explored the relationship of an organization’s history and the recollection of critical organizational events in the evolution of its identity claims. Data collection involved interviews, observations, and document review. Six identity claims were found: athlete/sport/performance-driven, competitive, innovative, passionate, relationship-focused, and integrity-based. The claims remained the same over time and featured prominently in the discussion of significant events, which included the signing of Michael Jordan, air technology, and the founding. The case study makes several contributions. It further articulates the relationship between an organization’s history, the recollection of that history, and the evolution of its identity claims. It also expands the conceptualization of the history of an organization from a sociological perspective (Schwartz, 2000) on collective memory. Finally, it expands the social actor theory of organizational identity by providing empirical support for its phenomenological component (Whetten, 2006).