Today, Nike is one of the most valuable brands worldwide. In 2020, the company generated over 37 billion dollars in revenue, and Forbes estimates its brand value to be over 30 billion dollars ( Niskanen, 2019) . Headquartered in Beaverton, Oregon, Nike provides innovative experiences and services that inspire sports personalities worldwide. The company deals with the design, manufacturing, and global sales and marketing of footwear, sports apparel, and equipment. While much of its success and corporate exposure can be attributed to its marketing campaigns, its vision and mission combined with its cultural awareness and civic engagement efforts have its fair share in its success. As a global company, Nike has been sensitive to similarities and differences between two or more different cultures and has used it to effectively communicate with its employees and clients ( Waymer & Logan, 2021). Additionally, the company works with individuals to address political and non-political activities that protect public values, making changes in a community. Therefore, this paper will describe Nike's civic engagement and equality efforts and how these activities align with its mission and vision to improve its profits and exposure.
Nike will stand up for equality through cultural awareness activities such as investment in communities and employees to inspire creativity and drive innovation. From 2015 to 2019, the company has been committed to foster an inclusive culture by breaking down barriers for all athletes around the globe. As the company celebrates and strives to achieve an equal playing field for everyone, it has invested over $400 million to drive positive impact around the globe. Additionally, the company has provided over $120 million to organizations that support leadership development, education for all, social justice, and mentorship programs ( Waymer & Logan, 2021). While supporting investment in communities to foster cultural awareness, Nike will also support their employees by maintaining equal pay and investing in professional development by providing educational resources to everyone.
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Civic engagement efforts include all activities that address issues of public concern and usually involve individuals within a community working individually or together to protect public values or make changes in a community. Through civic engagement activities such as volunteering, organizations seek to increase customer engagement and increase brand recognition. For over ten years, Nike has and will be investing in community impact whereby the company focuses on moving the world forward through sports, starting with kids. The company has invested in individuals who face most barriers in the community and engage with them to bring purpose to life. In challenging and thriving times, Nike will commit to partner and participate in communities to live, work and play. Through civic engagement and cultural awareness efforts, Nike improves the public image, increases brand awareness and customer engagement.
Nike's mission is to bring inspiration to everyone in the world ( Niskanen, 2019) . On the other hand, their vision is to develop an environment whereby everyone is an athlete and united in the joy of movement. From the company's mission and vision, Nike seeks to expand human potential through groundbreaking sports innovation and the development of sustainable products that make a positive impact in the community. Their efforts to support their employees, invest in communities and protect human rights in the supply chain align with their mission and vision of providing equality by bringing inspiration to their athletes and everyone in the community. While supporting their employees, Nike has a culture of recruiting the right people who display value traits and make them satisfied while on duty. Since the company recruits from different cultural backgrounds, they inspire innovation which has been their mission since its inception. Standing up for equality by protecting human rights is a dedication made by Nike to make their products more sustainable. This trait drives the passion for sports and inspiring every athlete around the globe to make sports their daily habit.
The alignment of Nike's cultural awareness to its mission and vision helps the company improve its profits and exposure in various ways. First, it increases employee satisfaction. By increasing civic engagement and equality towards the community, the actions depict how Nike treats its employees. Supported individuals tend to be more productive and satisfied at work. Through civic engagements, the company has been providing volunteering services during work hours, creating a sense of community within the organizations. Therefore, the alignment of equality with Nike's corporate mission enables employees to gain pride and motivation through personal development opportunities, making them more satisfied at work. Secondly, engagement with the community increases the current customer's loyalty. Activities such as sustainable manufacturing methods, social equality, and ethical business standards are some of Nike's messages through its activities, increasing its customer's loyalty. Finally, civic engagement efforts and cultural awareness encourage employees to try new things through innovation. With social involvement, employees are more likely to feel more empowered to contribute to the community, making them invent new ideas about internal processes or external activities that could solve society's problems. Adopting cultural awareness and civic engagement activities makes employees feel supported and encourages them to develop better ways of doing their job, reducing costs, and increasing profits.
References
Niskanen, H. (2019). Sustainability in the sporting goods industry: How Nike, Adidas and Puma have developed company sustainability.
Waymer, D., & Logan, N. (2021). Corporate social advocacy as engagement: Nike's social justice communication. Public Relations Review , 47 (1), 102005.
