The Diary Of A CEO with Steven Bartlett The Marketing Genius Behind Nike: Greg Hoffman
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Jun 9, 2022 Greg Hoffman, former CMO at Nike and author of "Emotion by Design," shares his incredible journey from facing racial abuse to leading iconic marketing campaigns. He discusses the essential role of authenticity in branding, using Nike's evolution as a case study. Greg dives into cultivating a creative team culture, emphasizing empathy, curiosity, and courage. He also reveals how his recent reunion with his biological mother transformed his understanding of identity and connection, illustrating the power of storytelling in both business and personal realms.
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Early Racism
- Greg Hoffman experienced racism early in life, including kindergarten taunts about the KKK.
- He later faced the n-word in grade school, shaping his perspective on identity and empathy.
Art as Escape
- Hoffman's parents fostered his passion for art, providing him with a dedicated space for murals and a drafting table.
- A warehouse job at 15 exposed him to a professional art department, solidifying his career path in design.
Nike's Appeal
- Nike's focus on art and sport, combined with its constant innovation, kept Hoffman engaged for nearly 30 years.
- The brand's inclusive representation of people of color in its marketing resonated deeply with him.
