The king of branding?


In 2016 Nike was selling 25 pairs of shoes every second.

Here are the two essential parts of their brand strategy that you can use to supercharge your growth


1/ Celebrate your customer

Nike puts their customers at the centre of everything they do.

Their mission is simple.

Bring inspiration and innovation to every athlete* in the world.
*if you have a body, you are an athlete.

Nike views everybody as an athlete.

It doesn’t matter if you are Lebron James winning the NBA or you’re just getting up for your first run.

Both are epic in the eyes of Nike.

This shift to extreme customer focus is powerful.

And most brands don’t bother.

Your brand is not the hero. Your customer is.

Placing your customer front and centre creates a level of connection that can’t be replicated.


2/ Stand for something

Nike isn’t afraid to take a stance on divisive topics.

By knowing your customer so well you will be able to understand how certain messages will be received.

Most brands shy away from bold statements.

Because most brands aren’t built to make bold statements.

Nike has built its brand in such a way that customers almost expect it.


This has to be calculated.

Know who your customers are.

Know who your customers aren’t.

Know what tribe they belong to.


Nike knows that the people who get offended by anything they say aren’t going to be buying their products anyway.

And the people who agree with their statements are drawn closer to the brand.

Aligning your views and values with your customers is powerful.

It generates a deep connection.

Based on trust.

A bit like a friend.



• Put your customer at the front of everything you do

• Align your brand with your customer’s values

• Make it clear what you stand for