“The wise are instructed by reason, average minds by experience, the stupid by necessity, and the brute by instinct.” – Marcus Tullius Cicero
Success is earned, not given - a mantra fit for Nike, named after the Greek Goddess of Victory. In this article, we’ll dissect three pivotal strategies that launched Nike’s global dominance and explore the science-based reasons behind them. You'll uncover valuable insights to supercharge your career or business.
From the Locker Room: The Humble History
In 1964, Philip Knight and Bill Bowerman invested $1,200 and formed Blue Ribbon Sports (BRS) to sell Onitsuka Tiger running shoes from Japan. Bowerman started modifying the shoe designs to improve performance which quickly gained popularity. In 1971, BRS launched its own footwear and rebranded as Nike, with the Swoosh logo. Today, Nike is a global superstar, with a net worth of over $31 billion, a presence in over 170 countries, and a workforce of 30,000+ champions.
From Little Runners to Global Victory: The Nike Plan
What fueled Nike's astronomical success? I set out to understand Nike users across varying age groups and ethnicities to quench my curiosity. During my survey, I consistently heard “reliability”, “superior quality”, “futuristic” and “seamless blend of style and comfort" as the reasons they choose Nike.
With further research, analysis, and experience with strategic communication and leadership, I've created a dynamic framework to conquer your career game, just like Nike did. Let’s dive in!
Masterstroke 1: Evolve or Go Home | Cultivate Dynamic Capabilities
Nike crafts success through a relentless pursuit of innovation and a profound understanding of its customers.
“We do a lot of work at the grass-roots level. We go to amateur sports events and spend time at gyms and tennis courts talking to people,” said Phil Knight, Nike’s Co-founder.
Nike's agility fuels its quest for excellence. From their pioneering waffle sole in 1972, the game-changing "Just Do It" campaign in 1988, to the revolutionary, adaptive footwear Go FlyEase in 2021 - they ceaselessly innovate. In the face of a challenge, they adapt quickly like the crucial revamp of their supply chain practices in the 90s to ensure safe working conditions for all their employees. That's what we call dynamic capability!
Actionable Tips To Evolve:
Gain Advance Insights into Trends:
Keep your customer at the center of your universe. Connect with them regularly, find out how their preferences have changed over time, and what you can do to add more value. These will help you to predict future trends and preferences.
Assign a Technology Watch Team:
Keep an eye on emerging technologies. Conduct periodic assessments to see which technologies can be integrated into your business processes or product offerings.
Masterstroke 2: Leverage Proactivity | Stay Ahead of the Curve
Nike's knack for future trends and opportunities is rooted in proactive team action. They make moves swiftly, harness co-branding, and transform challenges into opportunities. Research has proven that proactive people excel at generating new ideas and pioneering growth.
Take the iconic Air Jordan line for example. Sonny Vaccaro, a Nike marketing executive, saw a star in rookie Michael Jordan and went all-in.
The teams’ strategic moves with compelling storytelling built around athletic prowess and style, and emotionally connecting with the Jordans not only led to a landmark $2.5 million deal but also created a legacy in the history of sports marketing.
The proactive collaboration with Apple in 2006 to launch Nike+ products was another masterstroke that brought the worlds of sports and music together that revolutionized the fitness world. That's the power of proactivity!
Actionable Tips To Stay Ahead:
3. Empower Futuristic Thinking:
Set up an innovation corner with brainstorming tools and encourage your team to visit the “creativity hub”. Alternatively, host an “out-of-the-box” event! Make your employees suggest fun features or cool tips while taking a pizza out of the box! Reward teams that bring creativity to the table.
4. Strive to Stay Ahead:
Step out of your comfort zone to seek help. Remember to give it forward by helping others. Additionally, attend industry events, engage on LinkedIn, and initiate casual coffee chats. Maybe the new connection may become a mentor!
Masterstroke 3: Inspire in the Right Direction | Lead To Empower
Ethical values are embedded in Nike’s design, innovation, and branding. The three values integral to Nike’s brand are racial and social justice, sustainability, and youth involvement in sports.
“It's our commitment as a design organization to think of ourselves more as citizen designers. We have a role to play, and that role is to make better choices” says Nike’s chief design officer, John Hoke.
Studies confirm that companies committed to strong ethical practices foster engaged employees and superior reputations.
From the "Move to Zero" campaign and the Flyknit technology that reduced carbon emissions and waste to the adaptive Nike Go FlyEase that empowered disabled people and Nike Forward created from recycled plastics, all testify to Nike's pledge to ethical innovation and social responsibility, winning hearts all over the globe.
Actionable Tips To Inspire:
5. Create Eco-Warriors:
Go green and inspire your team to follow suit. Implement eco-friendly practices in your workspace. Reward by crowning them as “Eco-Warriors” Mother Earth will thank you!
6. The Daily Dose of Motivation:
Be the ray of sunshine in your workplace! Share a daily quote, joke, or fun fact that keeps the spirits high. Become the cheerleader, and who doesn't love them?
Bonus: Mentor Magic: Mentor high school students or youth from an underrepresented group. Share insights over a weekend brunch.
The dynamic framework, Evolve, Leverage, and Inspire along with the actionable tips will help you conquer challenges and accelerate growth in your career. Stay nimble with innovation, stay ahead with proactivity, stay inspired with ethical decisions, and create a lasting legacy in your field.
Citations:
Teece, D. J. (2012). Dynamic capabilities: Routines versus entrepreneurial action. Journal of Management Studies.
Seibert, S. E., Kraimer, M. L., & Crant, J. M. (2001). What Do Proactive People Do? A Longitudinal Model Linking Proactive Personality And Career Success. Personnel Psychology, 54(4), 845-874.
High-Performance Marketing: An Interview with Nike’s Phil Knight by Harvard Business Review
Nike’s chief design officer on why the company is going all in on sustainability - An interview at Nike headquarters in New York City for Input Magazine.