Whether you attended this field trip as part of the “Sport and Globalization” Off Campus Studies program or not, it is safe to say that you are probably already familiar with the universally-known sportswear brand. However, the opportunity to have embarked on this excursion has provided our entire group with crystal clear insight that Nike strives to be much more than that. While just like any other business, Nike’s initial and primary goal is to maximize its profits (in which it has amassed incomparable success, now boasting a value of $50 billion).
But through an in-depth presentation by the Sports and Marketing director of Nike UK, George Weber, our group has had the pleasure of learning firsthand that as this brand has grown, it has played a critical role in revolutionizing the meaning of sport. First and foremost, the opportunity to engage in sport, especially at a young age, provides individuals with undeniable attainment to increased empowerment; for those who come from a less privileged background, this opportunity has been severely lacking.
During our experience at the UK office, Nike has made it exceedingly apparent that besides simply increasing profits, the universally-known sportswear brand has placed a simultaneous effort on growing the arena of women’s sports, diversity and inclusion for those who have been traditionally excluded from the opportunities of sport, and environmental sustainability.
For starters, as part of Nike’s growing efforts in the inclusion of women athletes, they have divested money from the UK men’s national team and have invested in the UK women’s national teams. They recently launched a campaign in support of the UK women’s national team with the slogan of “Like a Lionesses.” In addition, they have invested in hiring high-quality coaches to go to lower economic neighborhoods and provide free coaching to girls. They also are working on improving and distributing sports bras for women athletes.
All in all, they say they are in the business of “Change” and “Doing the right thing.” They may not be perfect, but they are trying to be more inclusive toward women athletes and not focus on only men’s sports in their marketing campaigns as they have been in the past.
In addition, Nike accentuates its brand through a continuous commitment to fostering and breaking barriers in the realm of sports. These barriers might not be explicitly mentioned, but Nike has made it a part of its cultural identity such as getting behind the Black Lives Matter movement, which encourages its consumers and other brands to follow suit. The focus, as stressed in the meeting, is on enabling all walks of life to pursue athletic endeavors. This is expressed through phrases such as “every person is an athlete* because every person has a body, and we serve athletes*”.
These branded essential mottos attached with Nike aim to create a world where discrimination has no place on or off the playing field. Nike’s mission extends beyond selling attire; it aligns with a broader vision of a global community gathered under the common love for sports. By championing inclusiveness, Nike aspires to empower individuals such as ourselves to overcome societal prejudices and embrace this transformative power sports can channel. The goal is to establish an environment where everyone regardless of background or circumstances, can actively engage in and benefit from the world of athletics.
Lastly, a pivotal aspect which also ties into this narrative is Nike’s steadfast commitment to long-term environmental sustainability goals. A significant stride toward this direction was taken by powering owned-and operated facilities with 100% renewable energy by 2025, showcasing Nike’s dedication to reducing the planet’s and its companies carbon footprint. The company aims to cut carbon emissions across its global supply by 30% by 2023, in line with the 2015 Paris Agreement. Remarkably, Nike has also achieved the diversion of 99% of all its footwear manufacturing from ending up in landfills.
During our discussion, it was revealed as well that Nike’s commitment to sustainability extends to its partnerships, such as the collaboration with the UK soccer club team, Chelsea. George informed us on how a substantial amount of the materials used in the team’s attire such as the jersey’s are spruced from waste products, truly demonstrating Nike’s commitment to innovative approach and a genuine wish to make the planet a more environmentally friendly place. This not only aligns with global sustainability goals but also sets a precedent standard for other sports brands to follow, emphasizing the influential role that major corporations can and do play in adapting to a greener and more sustainable future.
By Sam, Cam, Anna, Ty, and Owen (January 15, 2024)