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“We have to amplify their voices”: How Nike creates emotional connections

Kobe Bryant training young players in Shanghai in 2015 with Nike. Image: Nike
Few marketing executives can claim to have as much of a global impact on consumers as Greg Hoffman, former CMO at Nike, global brand leader and advisor. Throughout his 27-year career at the sporting giant, Hoffman was the mastermind behind emotive brand campaigns that drove themes of equality, sustainability, and empowerment. Nike’s Equality campaign, featuring tennis star Serena Williams and basketball player LeBron James, highlighted the need for equal treatment of people on and off the play