Rebel and innovate: How Nike’s storytelling strategy works

(Source: Nike)
Phil Knight, the co-founder of Nike, famously once said he hates advertising. Dan Wieden, co-founder of Wieden+Kennedy, Nike’s ad agency since 1982, clarified this further when he said, “Phil Knight didn’t want to sell you something – he wanted to help you be something.” At the time, Phil was breaking the mould. Today, that’s what good brands do – help their audience be better. When I joined Nike in 2005, we had a goal – to be the number one technical running

This content is for IR Pro subscribers only.

Subscribe now to unlock an all-access pass.

IR Pro - monthly

$4 USD for the first 30 days. (Auto renews at $20 USD per month.)
  • Unlimited news access
  • Exclusive members only masterclasses (live and on-demand)
  • Weekly careers advice
  • Weekly and quarterly digital magazines delivered to your inbox
Subscribe now
MOST POPULAR

IR Pro - annual

$228 USD per year. (Auto renews annually)
  • Unlimited news access
  • Exclusive members only masterclasses (live and on-demand)
  • Weekly careers advice
  • Weekly and quarterly digital magazines delivered to your inbox
Subscribe now