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Nike’s Phil Knight: How to sell without selling
Masters of Scale
Nike Needs to Be More Than Just a Shoes Brand
By the 1980s, sneakers were well integrated into everyday fashion. Nike was bleeding market share and there was no sign of it stopping. Speaking only to the performance driven market was not going to deliver a win. They needed to inform the non-elite athlete that Nike was for them too. What they did next would soon change everything.
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