Masters of Scale

Nike’s Phil Knight: How to sell without selling

Nov 15, 2022

Phil Knight, co-founder and former CEO of Nike, shares insights into building a legendary brand. He discusses how authenticity and emotional connections with customers were pivotal in Nike's success. Knight highlights the importance of creating excellent products rather than just selling, and he recounts the influence of mentorship in fostering a thriving workplace. He also reflects on Nike's bold marketing strategies, including the rise of Air Jordans and the iconic 'Just Do It' slogan, showcasing a commitment to empowerment and social issues.

36:18

Episode guests

Phil Knight

AI Chapters

Episode notes

Intro

2min

The Emotional Connection of Sneaker Culture

2min

The Art of Authentic Selling and Brand Connection

4min

From Salesman to Brand Visionary

11min

Nike's Marketing Revolution

11min

Nike's Bold Marketing Moves

6min

Nike's Evolution and Workplace Mentorship

6min

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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