0.1

IT IS OUR NATURE TO INNOVATE.

Nike has many synonyms for innovation: Nike Air, Mars Blackmon, Swift, Nike iD, Waffle, FZT, Nike Shox. Whatever the name, the approach is the same. Think something nobody else thinks, build something nobody else builds, or improve something that already exists. Lighter, faster, stronger, bigger, smaller, funnier. Make it great. Make it worthwhile. Envision possibilities. Accelerate them through new relationships, within and beyond product. This is what we do best.

0.2

NIKE IS A COMPANY.

We call it NIKE, Inc., and it lives in many worlds: product, sports, media, entertainment, lifestyle and retail. Our position allows us to lead in all of these areas. And we will. It may be about sports. It may not. It may be a Nike product. It may be a licensed product. It may have no overt Nike brand connection whatsoever. It’s like this: NIKE, Inc. exists to organize the pursuit and acquisition of opportunity, as long as that opportunity allows us to use our strength and expertise to create successful businesses and improve the quality of life for consumers around the world.

0.3

NIKE IS A BRAND.

We call it the Swoosh. Little wing. Inspired by the Greek goddess of victory, that simple checkmark is the symbol of global leadership in sports product and attitude. The Nike brand is our incubator for great research, design and development. It is where we build the best performance products, and it’s how we get those products to athletes around the world. When we succeed at this and lead in a category, it is because we insist on total immersion and investment. Nike wins when Nike is in the game. Conversely, if we’re in a category just to dabble, we do ourselves more harm than good. The key is to stay true to who we are.

0.4

SIMPLIFY AND GO.

An opinion is not a decision. Commentary is not commitment. Observation is not action. Life is too short and the competition too fast to spend time in pointless debate and gratuitous nuance. The more honest and clear we are with each other, the faster we move and the better we work. 1. State your position clearly. 2. Trust the expertise of others. 3. Ask questions when you don’t know. 4. Answer questions when you do know. 5. Demand cooperation. 6. Make quality the first measure of success. 7. Innovate and you win. (Pretend to innovate and you lose.) 8. Don’t fear or repeat mistakes. 9. Believe in dreams.

0.5

THE CONSUMER DECIDES.

Consumers are more sophisticated and educated than ever before. They are keenly aware of their choices and power. To reach them we maintain wide-open dialogue, sharing ideas and insights back and forth to understand the infinite variety of their cultural views, and to assure that they understand Nike. When we are relevant and trusted we can create products that are useful on a practical and an emotional level. We can build stuff so intuitively perfect or psychotically different that consumers must have it, even though they never imagined it could exist. The danger is equally clear: The day you take consumers for granted is the day they leave you.

0.6

BE A SPONGE.

Curiosity is life. Assumption is death. Look around. Open your heart and mind, and you open the future. Technology, history, diversity, geography – today is a time of unparalleled interplay among cultures. Courageous new combinations of sports, fashion, music, movies, food and the rest are redefining what is possible and relevant. Embrace the exchange. Develop wide peripheral vision. There are great ideas lying around like diamonds in the dirt. The brightest are those you see out of the corner of your eye.

0.7

EVOLVE IMMEDIATELY.

Evolution is a slow and natural process, an accumulation of imperceptible, incremental change that cannot be rushed or controlled. For some. Nike takes the glacial view of evolution and puts a blowtorch to it. We amplify what’s good and change what isn’t. We are in perpetual motion. We like success. We love momentum. We are best when we are lean and fast. Hungry is our natural state. Move to ignite innovation. Push outward. Be a source of change. Add to the never-ending Nike story.

0.8

DO THE RIGHT THING.

Embrace the truth. Be transparent. Seek diversity. Promote sustainability. These values are a part of who we are. They give each of us a chance to make a unique contribution to the quality of life for others and to our business. They require all of us to challenge our assumptions and to apply our innovative nature to corporate responsibility. Every person and every product can serve our commitment to these values as a global citizen. Our success depends on it.

0.9

MASTER THE FUNDAMENTALS.

There is no substitute for doing the hard work first. The commitment to excel and an unwavering focus on process are at the root of superior performance. We’re a big company, incredibly complex yet able to deliver at a level and pace that others won’t even attempt. We can because we are always training. We are always refining how we perform. None of it is easy. There will be bumps and twists along the way. Accept, master and move through them.

0.10

WE ARE ON THE OFFENSE. ALWAYS.

Everybody wants a piece – of the market, the consumer, events, athletes, technology. Our job is to stay aggressive and committed to a game plan of our own design. We influence. We lead. When we react we do it thoughtfully and decisively. Pick your spots to invest resources where they have the most impact. Build the right teams to create success. If we can’t lead it, we don’t need it. Embrace the reality of contemporary sports, the leagues and the lifestyle, the teams and the individual. Conceive big ideas and create partnerships that help them to grow. Act like you are a part of a smart, strong, courageous and innovative company. Act like a leader, because you are.

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