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Self-Story
Organizational Overview & Personal Connection
Globally, organizations are put in place to serve the needs of consumers, and it is the
norm that they search for a gap in the market, gunner resources, and produce goods and services
to meet these needs. Consumers always resonate with companies depending on the efforts these
companies undertake. For this project, I chose Nike for various reasons. Nike is an iconic sports
brand that has trailblazed with its consistency and commitment to serving its consumers. The
company is in the sports and athletic industry, and through innovation, Nike has always put its
best foot forward. Delving deep into Nike, I will be able to give insights into how the firm has
grown in the number of global customers, the revenues the company has been able to make and
how the company has been able to touch people's lives.
Nike was founded in 1964 by two like-minded individuals, Bill Bowerman and Phil
Knight, under the name Blue Ribbon Sports, and it was only in 1971 that the name was changed
to Nike. One of the reasons I liked the company was the thought about what the company was,
even from the name. The name "Nike" is derived from the Greek goddess of victory, which
indicates the commitment of the founders of the company to seeking excellence and
performance. The sports and athletic industries require that the firms in this industry not be
mindful of profitability at the expense of the satisfaction of the consumers. I resonate with Nike
as a company because of the awareness of the fact that its consumers need to feel comfortable
using their products.
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It is easy to resonate with a company that values its customers, and Nike's mission and
goals is to strive to meet the needs of its consumers. Nike intends to inspire and motivate its
consumers to want to be the best version of themselves. Their belief that "If you have a body,
you are an athlete" is a statement that emphasizes the importance of inclusivity and dedication to
better yourself. A company that dedicates its resources to consistently producing high-quality
products to ensure its consumers perform well is a company to like. A company that is more
concerned about the environment is better because it thinks about sustainability. Nike has always
embraced the concept of sustainability through the products it creates and the policies the firm
advocates for. Nike uses biodegradable and environmentally friendly materials to make its
products, and that initiative has always worked for the good of the firm. Nike embraces diversity,
inclusivity, and equity within the community through its employees and consumers.
Nike is a valuable company not only in the US but globally; it is headquartered in
Beaverton, Oregon, and as of 2023, the company has over 75,000 employees globally. Since its
inception in 1964, the company has a presence in 190 countries and more than 1000 stores,
reiterating its global presence. I like the company because it has a global feel as it operates in
Europe, North America, Greater China, Asia Pacific, and Latin America. Over time, the
organization has significantly impacted economic, social, environmental, and cultural influence.
Nike has created jobs for US residents and global citizens, providing a source of living for
people. Nike has managed to engage the community and society in various programs that
promote social development, including projects that foster health and physical wellness. Nike
strives to impact the environment by reducing the carbon footprint and promoting a healthy
environment.
Storytelling in the Industry
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The sports industry is one of the most fascinating industries in any country because these
two aspects directly affect various life factors. Sports and athletics affect any country's social
welfare, enabling the people to earn income and foster sustainable practices. Through storytelling
in the industry, people can become inspired to be better and strive for excellence. Through sports
and athletics, people strive to make and earn a living. People come from humble beginnings, and
through sports, they can become legends and national treasures. Nike is one of the companies in
the sports industry; as a company, it has featured personal stories of athletes overcoming
adversities, demonstrating resilience, and achieving significant success in their lives. A good
example is the story of Serena Williams, a tennis player legend who, growing up, experienced
various challenges, such as being a coloured female player. Her father usually coached her, and
she overcame these challenges and stereotypes to become a legend in tennis and sports.
Sports can be used to promote social issues. Society hears about various social issues,
such as increased crime and vice. Some of the reasons there are increased negative social issues
is because the youth lack activities they can engage in, and in certain instances, they lack income
to sustain their livelihood. Through sports, social issues can be solved. A good example is telling
stories of how to undertake inclusivity, embrace diversity, and promote equality through sports.
Various companies in the industry have undertaken initiatives to engage various stakeholders to
create and promote social issues.
Advertisements and marketing from companies such as Adidas and Nike on how the
inclusion of people into sports changes people's lives have made society aware of the importance
of engaging actively in sports to earn income and, by extension, avoid crime. Through sports and
athletics, there is the concept of unity through diversity as it can be observed that during
competitions such as football, participants come from various socio-economic backgrounds,
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ethnicities, religions, and geographical locations but unite to enjoy the sports. Such engagements
break the boundaries that may lead to and foster negative social issues. Through sports, people
come together and celebrate, breaking any form of negative social issue.
The youth are the future leaders of tomorrow, a phrase that is mostly talked about by
leaders worldwide. Through sports, such a phrase stands a chance of turning into reality because
sports aim to nurture talents from a young age. Sportsmen and women have shared their stories
of how they started sports while they were young. A good example is a known story about Tiger
Woods, who began training as a golf player very young. His growth to be one of the best to grace
the sports is a testament to how sports can impact not only one's life but the entire world through
his story. His story shows resilience, hard work, and determination to achieve the best, which is
his stalled career in the long run. Such a story can relate to many youths who desire to carve a
niche but think of it as complex. Having an example from society can make it look achievable.
Storytelling Within Nike
Nike has mastered the art of strategically telling society stories to be impactful, connect
with the audience, influence societal norms, and promote the Nike brand. Nike uses inspirational
stories to show the world that one can come from nothing and make something out for
themselves. One of the stories that Nike has managed to share with people is the story of LeBron
James. He had humble beginnings as an upcoming basketball player. Over the years, he has
overcome challenges to become one of the best basketballers ever. Along the way, Nike
partnered with LeBron and took a big part in the success he now experiences. LeBron's story has
been shared via mainstream media, social media, and documentaries. Nike itself has made
features about LeBron and his journey. The story's target audience is aspiring athletes and sports
fanatics who get inspired to achieve despite the challenges.
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Additionally, Nike's stories show the public to push for social justice and advocacy. The
world experiences much injustice, and through sports and athletics, people can strive to become
better and embrace one another through sports. Nike has been at the forefront of ensuring that
social issues are dealt with. The "Dream Crazy" campaign that Nike ran with Colin Kaepernick
taking a knee for racial equality was a quest for racial equality. Colin was an American football
player who, through his initiative for racial equality, got the support of Nike to push for social
justice. Nike ensures that this information reaches millions of consumers of its products through
its social media platforms. Nike produced a documentary about racial equality through the
inclusion of Colin, which has garnered much support from millions of Nike supporters. The
intended audience of this message was the global population because Nike thought there was a
need to do away with racial prejudice and inequalities.
Through the stories Nike tries to pass across through its various social media platforms,
the main aim is always empowering the youth and the entire global population. Empowerment is
a concept where one can use resources to improve society. Talents and skills are a better platform
to use to empower yourself. Nike understands this concept, so it has partnered with sports
personalities to develop campaigns such as "You Cannot Stop US" to empower people,
especially youth, to strive and be their best versions. The campaigns were run through the
various social media platforms of the company to reach millions of youths and those who seek to
drive the concept of activism.
Evaluation, Analysis, and Recommendation
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Nike has always been consistent with its storytelling and evokes the emotions of its
global audience. Any advertisement Nike makes through its social media platforms always
intends to give the global audience a different perspective. A good example is the "Dream Crazy"
advertisement, which was quite powerful and engaging. The emotional depth of the company's
advertisements deepens the connection between the company and its consumers. The company's
slogan, "Just Do It", has gained popularity in different contexts because it evokes one's emotions
and abilities to improve. The company challenges its consumers to stop procrastinating and
undertake what they thought difficult. The slogan has proven an effective way to market the
company further. The fact that the company features athletes and sports personalities from
different backgrounds emphasizes the company's agenda to ensure inclusivity in sports and
athletics.
One of the recommendations is to encourage Nike to embrace the use of technology to
improve its storytelling. Thanks to its branding and strategic marketing, the company is on the
right track because it has millions of audiences. The company can leverage technologies such as
virtual reality (VR) and augmented realities (AR) to further the experiences of its audience while
telling them various life-changing stories. Storytelling through innovation and technology creates
a deeper connection and increases engagement. Localization of stories is essential in making
brand consumers understand specific stories more. An athlete from developing countries have a
varied opinion of their reality because they encounter many challenges to rise to the top as
opposed to an athlete from a developed country. Nike should better understand that these two
audiences need different advertisements to impact them.
Long-form content is another form of engagement that Nike can undertake. To fully make
consumers aware of the company's intentions in the long run, it becomes necessary for Nike to
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undertake long-form content, such as documentaries that further clarify the company's mission
regarding a given activity. Such engagements could give comprehensive information, which
makes the consumers more attached to the company.
Localization of adverts diversifies the consumption of the adverts; hence, many
consumers can relate to the company across diverse regions. Authenticity is the other factor that
Nike always has to stick by; consumers are organic, and to retain them, an organization needs to
be authentic and relatable. Enhancing trust in the brand and increasing credibility can attract
consumers to the brand. Nike should minimize controversies related to social issues or labour
practices because such acts could negatively affect the company's reputation. On a few
occasions, the company has been criticized for paying labour less than required, tantamount to
unfair labour practices. Nike has also been criticized for pricing its products reasonably high,
which could sometimes be expensive for consumers.
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References
Gill, E. (2018). Nike's 'Dream Crazy' Campaign: How Kaepernick's Message Resonated with
Consumers. Journal of Marketing Research.
Holt, D. (2016). Branding in the Age of Social Media. Harvard Business Review.
Berg, K. (2017). The Impact of Nike's 'Equality' Campaign on Brand Perception. Marketing
Science Institute.
Saffer, A. J., & Taylor, M. (2019). The Role of Corporate Social Advocacy in Consumer
Behavior. Public Relations Review.
Thompson, D. (2020). How 'Just Do It' Became Nike's Identity. Business Insider.
