Nike's Mission Statement

What Is Nike's Company Mission Statement?

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Nike says that its corporate operations and its retail stores are all about the athletes they serve and the inspiration and innovation that Nike products provide to those consumers. Nike Inc.'s world headquarters are located in Beaverton, Oregon. The Nike EMEA (Europe, Middle East, and Africa) headquarters are located in The Netherlands.

Nike Corporation Facts and Trivia 

    Nike began as Blue Ribbon Sports on January 25, 1964, launching with a $500 investment from each of its two founding partners, Phil Knight and Bill Bowerman. Phil Knight was a middle-distance track and field competitor at the University of Oregon, and Bill Bowerman was his coach. Bowerman's reputation and renown were top notch. The two men started Blue Ribbon Sports as distributors of shoes manufactured by the Onitsuka company in Japan. Their first retail operation opened as a BRS store in Santa Monica, California in 1966.

    Then Bowerman conceived the idea of a grooved pattern on shoes' soles that would create a superior grip on a track. It's been said that his inspiration was his wife's waffle iron, which reportedly did not survive his initial experiments. 

    Based on this concept, Blue Ribbon Sports expanded beyond the shoe distribution business to become a shoe manufacturer in the early 1970s. The company officially became Nike, Inc. on May 30, 1978, a name that is credited to the imagination of the company's first employee, Jeff Johnson. Nike is the Greek goddess of victory. 

    The Nike Mission Statement 

    Nike's mission statement is to "bring inspiration and innovation to every athlete* in the world." Note the asterisk after "athlete." This was reportedly added by co-founder Bill Bowerman, who explained that "if you have a body, you are an athlete." In other words, Nike's goal is to inspire you whether you're Tom Brady, a hobbyist sprinter or just want to wear its gear as you go about your daily errands.

    Nike Guiding Principles – The 11 Maxims 

    In addition to its corporate mission statement, Nike has guiding principles it refers to as its “11 Maxims.” These principles guide employees at all levels of the corporation as they go about their work at Nike and represent the Nike Corporation globally.

    The 11 Maxims which describe and shape the Nike culture are:

    1. It is our nature to innovate.
    2. Nike is a company.
    3. Nike is a brand.
    4. Simplify and go.
    5. The consumer decides.
    6. Be a sponge.
    7. Evolve immediately.
    8. Do the right thing.
    9. Master the fundamentals.
    10. We are on the offense — always.
    11. Remember the man (the late Bill Bowerman, Nike co-founder).

    The Manager Manifesto

    Nike has also developed what it calls its Manager Manifesto, a set of core principles that describe how its managers should lead with excellence. These core principles are to lead, coach, drive and inspire.

    Nike Today

    Nike celebrated its 50th anniversary in 2014. The corporation no longer confines itself to manufacturing and selling shoes, having launched into apparel and accessories bearing that distinctive "swoosh" logo. Michael Jordan still lays claim to being the recipient of the corporation's richest endorsement deal.