Free Subscription

  • Access 15 free news articles each month

Professional

Try one month for $4
  • Unlimited access to news,insights and opinions
  • Quarterly and weekly magazines
  • Independent research reports and forecasts
  • Quarterly webinars with industry experts
  • Q&A with retail leaders
  • Career advice
  • 10% discount on events

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