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The Marketing Genius of Nike Greg Hoffman via Diary of CEO

This episode is part of our USA series, over the coming weeks you will get to see some incredible conversations with guests the likes of which we’ve never seen before. Bringing more value, more incredible stories, and more world-beating expertise.

Greg Hoffman is the former Chief Marketing Officer at Nike, and the author of Emotion By Design, a book about how to find emotional ways to tell business stories and connect your ideas through creative storytelling.

Topics:
0:00 Intro
01:29 Childhood, racism and finding your voice
15:19 What makes Nike successful?
24:50 How to create a winning work culture
31:07 How do you incentivize risk?
34:56 Necessity sparks innovation
41:34 Creating emotional connections
45:41 Finding the right story & branding to make your business succeed
55:03 Attention to detail
57:51 Advice to become a successful marketer
01:04:39 Finding out about your biological family
01:14:21 Our last guest’s question

Nike is an American multinational corporation that is engaged in the design, development, manufacture, and worldwide marketing and sales of footwear, clothes, equipment, accessories, and services. Nike was founded in 1964 and is headquartered in Beaverton, Oregon. Within the greater Portland metropolitan region is where the company’s headquarters can be found. Beaverton, Oregon. It generated more than $37.4 billion in revenue during its fiscal year 2020, making it the largest seller of athletic shoes and apparel as well as a major manufacturer of sports equipment (ending May 31, 2020). As of the year 2020, it has 76,700 employees all around the world.

It was estimated that the value of the brand alone would exceed $32 billion in the year 2020, making it the most valuable brand among sports businesses. Prior to this, in 2017, the worth of the Nike brand was estimated to be $29.6 billion. On the 2018 Fortune 500 list of the largest corporations in the United States based on total revenue, Nike was ranked the 89th spot.

Bill Bowerman and Phil Knight started what would later be known as Nike, Inc. on January 25, 1964 under the name “Blue Ribbon Sports.” The name was changed to its current form on May 30, 1971. The corporation was named after Nike, a goddess in Greek mythology who represents triumph. In addition to selling products under its own name, Nike also sells goods under the names Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Blazers, Air Force 1, Nike Dunk, Air Max, Foamposite, Nike Skateboarding, and Nike CR7.

It also sells goods under the names of subsidiaries such as Jordan Brand and Converse. In addition, Nike had owned Cole Haan, Umbro, and Hurley International in the past. Their ownership of Bauer Hockey lasted from 1995 until 2008. The corporation not only produces athletic apparel and equipment, but it also runs retail locations under the moniker “Niketown.” “Just Do It” and the Swoosh emblem are two of Nike’s most well-known trademarks, and the company is proud to sponsor a wide variety of high-profile athletes and sports teams all over the world.

Greg’s book:
https://www.amazon.co.uk/Emotion-Design-Creative-Leadership-Lifetime/

Greg:
https://www.instagram.com/ghoff70/

Listen on:
Apple podcast – https://podcasts.apple.com/gb/podcast/the-diary-of-a-ceo-by-steven-bartlett/id1291423644
Spotify – https://open.spotify.com/show/7iQXmUT7XGuZSzAMjoNWlX

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Location courtesy of The Nightfall Group: www.nightfallgroup.com

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