Reflecting on the two examples above, I wondered why a company that makes shoes and athletic apparel did what it did? Why go to the extent of making statements that might create a stir on social media and risk damaging their brand? Was it to create buzz? Sure, but that’s only a tiny part of it. There’s something more fundamental and profound here.
To truly understand the actions of NIke, we must understand what they stand for, why they exist.
Our purpose is to use the power of sport to move the world forward. We believe in a fair, sustainable future—one where everyone thrives on a healthy planet and level playing field.
Unraveling this purpose statement sheds light on their actions. In the above examples, the actions are clearly justified and driven by the principles of “fairness” and “level playing field” in their purpose statement. Over and over, we see a majority of Nike’s activities and actions aligned to this purpose to create a consistent brand experience.