Nike Inc. is an American-based multinational company that designs, develops, manufactures, markets and sales footwear, equipment, apparel, accessories, and services across the world. The company’s vision is to “bring inspiration and innovation to every athlete in the world” (Cuofano, 2020). The mission is to “do everything possible to expand human potential. We do that by creating groundbreaking sport innovations, by making our products more sustainably, by building a creative and diverse global team and by making a positive impact in communities where we live and work” (Cuofano, 2020). The company realizes its vision by inspiration through market leverage to generate demand, innovation through investment in research and product development, and focusing on every athlete across the world (Cuofano, 2020). Further, the mission is realized through investment in the development of human potential, groundbreaking sports innovation, and sustainability in the market (Cuofano, 2020).
In 2018, there was revolt within the company led by women on the claims of marginalization, harassment, and gender discrimination of women (Creswell, 2018). The movement was called #MeToo and this led to the exit of at least six males from the top management position (Creswell, 2018). In addition, #MeToo painted a negative image on the company’s brand as the message spread across the world, therefore tainting Nike’s inspirational slogan “Just Do it” (Creswell, 2018). This was a huge setback for the company as its mission statement seeks to promote human potential, inclusion, and focus on a groundbreaking sports potential.
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To respond to the setback, Nike conducted a comprehensive review of the human resource operations, revised the internal reporting procedures, and made management training compulsory (Creswell, 2018). In July 2018, Nike decided to level the pay of all its employees to further respond to the controversy (Tarr, 2018). In addition, the company increased its investment on women athletics product lines to support women athletes (Tarr, 2018). This step was key as the company is gradually reclaiming its position in the market.
References
Creswell, J., Draper, K., & Abrams, R. (2018). At Nike, revolt led by women leads to exodus of
male executives. The New York Times .
Cuofano, G. (2020). Nike Mission Statement and Vision Statement In A Nutshell. Retrieved
from https://fourweekmba.com/nike-vision-statement-mission-statement/
Tarr, T. (Jul 27, 2018). How Nike's Move On Equal Pay Could Point To Future Market Success.
Retrieved from https://www.forbes.com/sites/tanyatarr/2018/07/27/how-nikes-move-on-equal-pay-could-point-to-future-market-success/#cb7927856e0a
