Nike - What Are Our Core Values That Stick to Them?

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Nike decided it was important to double down on their values, including the one that told them never to play it safe. They trusted that a love it would generate in athletes and fans would far away the anger it would raise in others. It was basically a system where we don't care how many people dislike it as long as enough people like us. And if you're wondering if this risk paid off, Nike saw a 31% increase in online sales in the wake.

Great branding is about identity — and it’s about matchmaking too. No one knows this better than the legendary co-founder of Nike, Phil Knight. When he and his partner, Hall of Fame track coach Bill Bowerman, started the sneaker company, they never tried to force-feed customers a product just to drive up the bottom line. They focused on one thing: making an excellent product for people who believed in the edgy Nike ethos. Because they knew, when there’s a mismatch between product and market, the bottom usually drops out. Instead, they told the world who the are, and then did everything they could to find their ideal customers. And made history. Cameo appearance: Eddy Lu (GOAT).

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