Introduction

Greg Hoffman joined Nike as a design intern in 1992, aged just 22. He rose quickly through the ranks, becoming creative director and Vice President of Global Brand Experience. In 2016 he assumed oversight of all global marketing working on campaigns such as Unlimited U for the Rio Olympics and 2018's Dune Crazy. His new book Emotion by Design outlines his philosophy that marketers should invest in how their brand makes consumers feel about themselves.