Leader Case Study: NIKE

Leader Case Study



Nike claims that its mission is to “do everything possible to expand human potential.”  Forbes considers Nike the #1 sports brand in the world, above equally recognizable brands like Adidas and Reebok. Many of America’s most famous athletes wear and endorse Nike shoes and apparel . . . okay, you get the point.

So how does Nike stay true to its beloved confident and capable branding? Here’s how the company epitomizes the “leader” brand archetype.

  • Nike’s signature “swoosh” and its motto, “Just Do It,” are bold and in-your-face
  • The company is inclusive. Nike’s mission statement says, “If you have a body, you’re an athlete” and asserts that “no matter where we come from, a love of sports unites us.” In 2017, Nike came out with its Pro Hijab and promoted its new BETRUE collection, which celebrates athletes from the LGBTQ community.
  • Because it focuses on athletic pursuits, Nike’s branding promotes motivation and empowerment. Most of us need a bit of persuasion to get up off the couch and exercise, and Nike provides that.
  • Over the years, Nike has cultivated a reputation for turning out products that are high-quality and boost performance.
  • Nike’s products are just as bold as its logo. Their bright colors and striking text imply confidence


Other figures with the “leader” personality type are Google and Sheryl Sandberg. What core similarities do you see between these names and Nike? 

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