Nike

Nike's mission is to bring inspiration and innovation to every athlete in the world, guided by co-founder Bill Bowerman's belief that if you have a body, you are an athlete. That inclusive definition of sport has shaped the company's culture and products for more than fifty years.

A culture built on innovation

Nike's organisational culture centres on innovation, inclusivity and a relentless pursuit of excellence. Employees are encouraged to challenge convention and explore new ideas, reflecting the company's position at the forefront of the sports and apparel industry. Collaboration is treated as a cornerstone, with teamwork promoted across all levels so that diverse perspectives feed into decision making.

Just Do It, since 1988

Nike's iconic slogan, introduced in 1988, remains one of the most enduring lines in advertising history, expressing the company's belief in perseverance and self-empowerment. This philosophy is reflected across the wider organisation through:

• A shared purpose to move the world forward through the power of sport
• A commitment to diversity and inclusion across its global workforce
• Sustainability goals including reduced carbon emissions and increased use of recycled materials
• A European Headquarters based in the Netherlands, alongside its Oregon World Headquarters

Storytelling over specifications

Nike rarely sells a product on technical specification alone. Its marketing leans on athlete storytelling and emotional connection, selling the decision to start, to continue and not to quit, an approach that has held remarkably steady for decades.

A global brand

With a portfolio including the Nike Brand, Jordan Brand and Converse, Nike remains one of the world's most recognised companies, uniting employees and athletes around a single, enduring mission.

Culture

• Bring inspiration and innovation to every athlete: Nike's founding mission, unchanged since inception
• If you have a body, you are an athlete: a genuinely inclusive definition of sport
• Just Do It: perseverance and self-empowerment at the heart of the brand since 1988
• Diversity, community and sustainability: the values guiding daily decisions across the company

Human Resources

Nike fosters a dynamic, collaborative culture that encourages employees to push boundaries and pursue greatness, with structured internship and development programmes across its global hubs.

• Corporate hubs including its World Headquarters in Oregon and European Headquarters in the Netherlands
• Internship programmes spanning sport, sustainability, technology, finance and design
• A workforce united by a shared purpose to move the world forward through sport