Nike

1. Nike’s Corporate Culture
Utilizing a unique corporate culture for success

2. Article Overview
 Nike is the most powerful brand in sports all over the
world
 Athletes all over the world choose to wear Nike over
any other brand
 The best players in the world no matter the race or
sport, chose to sign contracts with Nike over other top
brands.

3. Article Overview (cont.)
 Nike’s corporate culture is equal to the brilliant
branding and marketing in influencing the success.
 Nike’s corporate headquarters have state-of-art
workout facilities encouraging healthy living to their
athletes, employee’s, and customer.
 Embrace most famous and successful endorsees by
naming building after them.

4. Article Overview (Cont.)
 By stressing autonomy; employee’s have the freedom
to develop ideas freely.
 Employees have strong benefit packages and
significant product discount.
 The Company embraces sustainability and has made
improvements by providing healthy work conditions
for their overseas workforce.

5. Nike Mission Statement
 “To bring inspiration and innovation to every athlete in
the world”
 “If you have a body, you are an athlete”
 In addition to mission statement Nike has set of
guiding principles called “11 Maxims”. They aim to
guide employees at all levels as they go about their
work and represent the brand.

6. 11 Maxims
 “It is our nature to innovate.” The company sees innovation
as one of its core organizational competencies.
 “Nike is a company.”
 “Nike is a brand.” The “swoosh” logo is instantly recognizable
around the world. Nike sees this as the symbol of its global
leadership. It will enter only those markets that it thinks it can
dominate. It says: ‘lf we can’t lead it, we don’t need it.”
 “Simplify and go.” Nike products have short life-cycles in
terms both of technology and fashion. The company believes
that making quick yet skillful decisions is key to its success.
This aspect of Nike’s vision, together with the seventh maxim,
is particularly powerful in articulating the company’s hugely
successful use of emergent strategy.

7. 11 Maxims (cont.)
 “The consumer decides.” The company is keenly aware of the
sophistication of its customers and it treats them as its key
stakeholder.
 “Be a sponge.” Employees at Nike are encouraged to be curious
and open to new ideas, whatever their source.
 “Evolve immediately.” Nike sees itself as being in perpetual
motion–viewing change as a key source of innovation. This attitude
can easily be observed in the wide range of products that Nike
offers its consumers. It is another example of the company’s use of
emergent strategy to good effect.
 “Do the right thing.” (Even when it's the hard thing). Nike thinks of
itself as a responsible global citizen, embracing the stakeholder
view of corporate social responsibility. It encourages its people to
be honest and transparent and to promote diversity and
sustainability.

8. 11 Maxims (cont.)
 “Master the fundamentals.” All the innovation in the
world is useless if you can’t put it into action. A crucial
part of Nike’s success is its ability to refine its
performance–the recent growth in profits suggests that
it’s achieving this.
 “We are on the offense–always.” To stay ahead in an
extremely competitive environment, Nike urges its
people to act like leaders in their field to achieve victory.
 “Remember the Man.” The late Bill Bowerman is still
held in high esteem throughout Nike, both for his
understanding of athletes’ needs and for his innovative
spirit.

9. Nike’s Core Management
Values
 Lead
 Coach
 Manage
 Inspire
* In that order

10. Heroes
 Philip H. Knight

11. Nike Top Athletes
 Michael Jordan; 6 time NBA champion

12. Nike Top Athletes (cont.)
 Lebron James; 3 time NBA Champion

13. Nike Top Athletes (cont.)
 Kevin Durant; 2013-2014 NBA Most Valuable Player

14. Nike Top Athletes (cont.)
 Cristiano Ronaldo; 2 time world cup champion

15. Rights and Rituals
 2 day orientation for every employee
 “Story-Telling” Understanding the heritage both
employees and customers
 Every design is telling a story and the foundation of
Nike which is to improve athlete’s performance
 Philip Knight “But we have a little bit more than a
history. We have a heritage. Something that’s still
relevant today. If we connect people to that, chances
that they won’t view Nike as just another place to
work”

16. Employee Rewards and Benefits

17. Globalization
 Nike has employee’s in 6 continents

18. Diversity
 This table contains North American totals by ethnicity.
As you can see from the table, their culture is diverse.

19. Innovation
 Nike is big on innovation, they say it’s the key to
sustainability
 They added an innovation team to establish a
sustainability product team
 Nike also works with different organizations to
advance innovation

20. References
 https://mtk10.wordpress.com/2012/11/26/nikes-
corporate-culture/
 https://www.linkedin.com/pulse/20141103230923-
9245190-nike-s-management-philosophy-revealed
 http://www.fastcompany.com/38979/nike-story-just-
tell-it