How Nike keeps 80k people running in the same direction

Nike has nearly 80k employees, for a company that size keeping everyone working in the same direction is no easy task. It becomes even tougher when dealing with an ecosystem that includes everything from sponsorships or CSR to apps and retail. But Nike have managed to keep everyone on track thanks to leadership in the company and its succinct and easy to understand mission statement.

Nike’s mission statement is bold and easy to understand, but most importantly its directional and timeless. Words matter and each element of the statement serves a purpose. The Nike mission is designed to deliver direction to everyone across the company for how the company should grow and ultimately elements of it will be connected directly to measurable KPIs across each department.

The launch of the first Nike Flyease is truly that mission in action. Matthew Walzer was born with cerebral palsy which due to a lack of dexterity prevented him from tying his sneakers. In 2012 Walzer decided to publish an open letter to Mark Parker, Nike’s previous CEO.

Nike Fly Ease, innovation that delivers on the Nike Mission perfectly.

“My dream is to go to the university of my choice without the worry of having someone with me to tie my shoes. I am 16. Used basketball shoes Nike all my life, because I need to support the ankles. I dress myself but my parents still have to tie my shoes, which is very frustrating and embarrassing. ”

Walzer’s letter hit its target and resonated with Parker, who saw the opportunity and asked his innovation department to work on a solution. What resulted was a partnership between Walzer and Nike’s innovation department that culminated with the company’s unveiling of the Zoom Soldier 8 Flyease. They delivered exactly what Walzer needed “Taking them out of the box and putting them on. I just felt this wave of independence that I never got to experience before” he said. Nike called the shoe “the first of its kind for the company, and perhaps any athletic brand specifically designed and dedicated to help those with disabilities and difficulties of buying and wearing shoes”. Flyease is now an entire line of shoes designed for those with disabilities but useable by everyone, the definition of true accessible design.

Nike’s innovation strategy ensures that its work with elite athletes results in progress for every customer, as John Donahoe Nike CEO outlined ‘We want to expand the definition of sport to new generations and to all. The model is relatively simple and we start focusing our innovation on elite athletes. Let’s take running. We focused on Eliud Kipchoge to break the two-hour mark in the marathon. We created a technology that allows you to run faster with less injury. Then we take that technology and bring it to everyday running shoes. Take The Invincible: it’s a running shoe that has measurable reduction in injuries for everyday runners. So if you’re a first-time runner, the technologies we developed for the elite get pulled into the everyday.'

When it comes to digital, Nike’s mission gives clear direction to its product development. The Nike Training Club programs are accessible to all, no matter the level and membership rewards are not dependent upon being the best, but participation and personal progress. To deliver on the mission line ‘if you have a body you are an athlete’ Nike has looked to other groups traditionally left out of sports and fitness apps such as post-partum women.

Although it is consistent across the company, it’s in its marketing that Nike truly delivers on the ‘inspiration’ aspect of its mission. Nike content and ads are designed to inspire everyone to get out and enjoy the sports they love, whilst still appealing to the next generation of elite athletes. They also deliver on the inclusive nature of Nike’s mission, through social impact statements such as those by Colin Kaepernick.

Whilst a mission statement might feel like a needless exercises when you are a small businesses, it’s important to consider two key things. Firstly a good mission statement will give direction to everything you do, and like Nike should direct business decisions so they reflect the brand. But also while growth might feel like a big leap, small business owners should plan for how to give a company direction as it scales. If that currently feels out of reach, then as Colin Kaepernick says ‘Don’t ask if your dreams are crazy, ask if they are crazy enough’.

THE TAKEAWAY

Develop a succinct and directional mission statement.
Ensure your mission can give direction to all areas of your business, no matter how much it scales.

GO DEEPER

Watch a conversation with Nike CEO John Donahue on the future of the company here.