Brand:
Nike
Mission:
Make sport a birthright
Focus:
Take down barriers that prevent access to sport
Fortune 500 (2024):
#93
Deliver clarity, alignment and a prioritization framework for making the mission real in culture
Solving for:
Nike experienced a spike in internal demand for purpose-driven initiatives and investment. However, there were competing internal organizations with misaligned understandings of purpose and process. Additionally, a highly critical audience was increasingly disappointed with the brand experience.
Working with:
Business units across the enterprise & external agency partners
Worked with brand-defining and purpose teams (representatives from across Brand Marketing, Operations, Diversity, Equity, and Inclusion (DE&I), Product Design, and Grassroots teams) to establish project's initial chapter, ensure input at key stages, and secure engagement and participation in the final playbook.
This approach facilitated alignment and commitment to the project's success from start to finish.
Resulting in:
Nike was acknowledged for its leadership role in the sector, earning a spot in the Top 15 on Forbes' Most Valuable Brand List in 2020.
We achieved alignment across North American teams, establishing a common understanding of Nike’s ambition and a shared point of view on how the brand should operate.
Nike’s commitment to “take down barriers that prevent access to sport” has resonated with the public, earning recognition for its leadership in inclusivity and engagement across all areas of its operation.
Acknowledged recognition
We delivered:
An operational “how to” guide for bringing Nike North America’s purpose to life
Nike's clear, succinct purpose establishes the bullseye—the ultimate ambition. The Playbook focuses Nike’s efforts and increases their effectiveness at delivering on that Purpose.
The operational Playbook provided a blueprint for how Nike should show up and behave in the world with detailed tactical guides, summarized strategic insights, priority frameworks and actionable plays.