Nike does
have a mission statement, but it does not appear to have a formal set of core values that can be
easily found on its website. To answer this question, I will give Nikes formal mission
statement, along with some general goals that can be likened to core values. I will then look
at one way in which Nike has tried to live up to those goals/values.
Nikes
official mission statement is To bring inspiration and innovation to every athlete* in the
world. The asterisk is there for a reason. It directs us to a statement by Bill Bowerman, who
helped to found Nike and was the track and field coach for the University of Oregon. He says
if you have a body, you are an athlete. This statement by Bowerman can be seen as part of
Nikes mission statement.
Again, Nike does not seem to have official core
values. However, we can see in this
link that Nike wants to deliver growth in the right way. Nike wants its growth to
be sustainable, profitable, capital-efficient, and brand-enhancing. We can see this as
something of a statement of core values. This is especially true of the idea that the growth
should be sustainable and brand-enhancing.
For a long time, Nikes growth was
harming its brand. It was not acting in ways that were sustainable (if we consider fairness to
be part of sustainability). Nike was getting a very bad name due to its use of sweatshops.
Since the mid-to-late 1990s, Nike
taken actions that were aimed at making their growth more sustainable and
brand-enhancing. It helped to create the
do audits of all of its factories world-wide. It became more transparent, publishing complete
lists of the factories where it did business. All of these things allowed Nike to become much
fairer and more sustainable in its business practices. This helped it to enhance its
brand.
https://purpose.nike.com/
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