In class recently, we have spent a lot of time talking about corporate culture. We have learned of its importance and potential impact on a company’s success or failure. We have reviewed examples of companies with strong corporate culture who have transcended their industry. Nike, in some way, is an example of a company that has utilized a unique corporate culture to become a nearly unrivaled industry pioneer.
What makes Nike’s corporate culture distinctive is the magnetic force that the brand has in the world of sports. Quite simply, athletes of all kinds choose Nike, over and over again. Take professional athletes, like prominent NBA players Kobe Bryant, Kevin Durant and LeBron James, who all passed on more lucrative shoe contracts for the opportunity to be a part of the Nike family. Look at the millions of young athletes that choose every day to wear Nike over any other brand just because of the Swoosh.
Nike’s brilliant branding and memorable marketing campaigns are not the only reason that the Company is so attractive to be a part of. While the logo, slogan, endorsees and history all play a part in making Nike a quality brand, the Company’s culture has had an equally strong influence on the Company’s magnetism.
At Nike’s corporate headquarters, they have state-of-the-art workout facilities. They encourage healthy living with a competitive spirit. They embrace the success of their most famous endorsees by naming each of their campus buildings after one of their legendary athletes. They do the little things for their employees from providing significant product discounts to embracing a thorough corporate wellness program. They embrace quality, talented people and maybe more importantly they stress a certain amount of autonomy to allow active, intelligent minds to develop ideas freely. They equip their creative team with the freedom to design but with the parameters to be successful. The Company is learning to embrace sustainability and has made improvements in providing healthy work conditions for their overseas workforce. The Company provides workers with the option to participate in an ESOP and provides a strong benefits package to all employees. Recently, the Company has developed an innovative corporate responsibility program to continue making strides forward.
Part of Nike’s allure to athletes of all levels and prospective employees is a result of the Company’s ingenius branding and marketing. Though, the strength of the Company’s corporate culture can not be overlooked as they maintain their status as the industry leader and continue to attract the highest quality people possible.