Nike’s 3 phenomenal strategies that differentiate the brand and bring commercial success

Nike – More Than Just a Sports Brand

Sometimes, when I look at my worn-out running shoes—shoes that have carried me through hundreds of kilometres and countless moments in nature—I start thinking about how a brand can grow into something much bigger than itself. Not just a product or a logo, but a worldview. A cultural force. And Nike is exactly that.

It all started with a dream—a track coach from Oregon and his student who believed there could be a better way. They weren’t business moguls or marketing experts. They were athletes who simply wanted better, faster, more comfortable shoes. Something very human. Very simple. And that simplicity, that passion, became the foundation for what has grown into a global icon.

Nike has never just been about sneakers or T-shirts. It has always been about attitude. One sharply written billboard, one moment where you don’t give up. Nike doesn’t just tell us to keep going—it shouts it. “Just Do It.” Three words that have nudged the world forward. To dream. To act. To believe.

I found myself reflecting—how many brands don’t sell a product, but a feeling? Where the true value lies not in the fabric or the rubber sole, but in belief—in something greater. And from a business perspective, that emotional connection is exactly what sets a market leader apart from the rest.

Nike’s story is the story of someone who believed a dream was more important than the rules that already existed. And it makes me wonder: do we dare to dream that big ourselves? Or do we settle, simply because risk feels too heavy?

Next, we’ll dive deeper into what exactly has helped Nike rise above the crowd. We’ll explore three core strategies that have shaped their success—and more importantly, how any entrepreneur, no matter how small or new, can learn from them.

The First Key: The Courage to Take Risks and Stand for Something

I’ll never forget the first time I saw that Nike ad where Colin Kaepernick stared straight into the camera and said: “Believe in something. Even if it means sacrificing everything.” Something in me froze. It wasn’t the sleek production or the dramatic visuals that stuck with me—it was the fact that they dared to do it at all.

Honestly, at the time, it felt almost reckless. The political and social climate in the U.S. was tense. Kaepernick, an NFL player, had knelt during the national anthem in protest against racial injustice—and Nike, a global corporation, chose to back not just an athlete, but a cause. Knowing all that, I thought: Why would they risk losing millions?

But that’s the thing with Nike. At its core, it’s about courage.

Jeff Carvalho once said, “Nike is more than a product—it’s a point of view.” That stuck with me. It made me realize that people don’t remember brands that try to please everyone. They remember the ones that stand for something. Even when it sparks controversy. Especially then.

That campaign with Kaepernick wasn’t just an ad—it was a statement. And yes, some customers literally burned their Nike shoes in protest. But in the long run, the tide turned. Younger generations, who tend to be more socially conscious, rallied behind them.

It made me think…

Why is courage so important?

Visibility as a brand isn’t about being everywhere—it’s about being clear. When a company publicly stands for something—whether it’s equality, diversity, or sustainability—it builds emotional resonance. It goes beyond function or price. It becomes personal.

Yes, not everyone will agree. But those who do? They’ll love you harder. And brand loyalty? That only grows when people believe in what you believe.

How can small businesses apply this?

You might not have millions in your marketing budget. But you have something more powerful—a voice. And sometimes, using it is enough:

• Take a clear stance – on sustainability, ethical production, inclusivity, or community support.

• Be bold in your messaging – don’t echo what everyone else is doing. Ask: What would be unexpected in my industry?

• Don’t back down at the first sign of pushback – if your message is authentic and value-driven, your audience will feel it.

I found myself thinking that maybe we all need a little Nike inside us—a voice that says: Just say it. Stand for it. Trust it.

Because in the end, courage isn’t the absence of fear. It’s moving forward even when fear is sitting right beside you.

The Second Key: A Brand Story That Speaks to Dreams

Have you ever heard a story that just won’t let go of you? One that keeps circling in your mind long after you’ve heard it? Nike’s brand story is like that. It doesn’t just try to be remembered—it tries to move you.

I remember the moment I realized Nike wasn’t trying to sell me shoes. It was telling me that my dreams mattered. That no matter how big or insane my goal seemed, I could still go for it. And it didn’t feel like a marketing trick. It felt real. Like something personal. Something I needed to hear.

Phil Knight, Nike’s co-founder, once said something that made me pause: “We started out selling shoes, but we became successful when we started selling dreams.” Isn’t that more powerful than any sales figure? The idea that your product gives people belief—in themselves.

“Just Do It”—three simple words launched in 1988. But they feel like they’ve always existed. Not just as a slogan, but as a philosophy. A call to act. To try. To fail. To try again. And the beauty of it? It’s not just a message for athletes—it’s a message for all of us. For me. For you.

What makes a brand story strong?

After reflecting, I wrote down three principles Nike has taught me:

1. Be clear about your mission and values
   If your business exists only to make money, your story won’t resonate. But if there’s a deeper “why,” that’s where your story begins to breathe.

2. Speak like a human, not a company
   Share your beginnings. Talk about your failures. Let people see the real reason behind what you do. Nike’s story isn’t flawless—it’s full of stumbles, bold moves, and deeply human moments.

3. Understand your audience emotionally
   Nike doesn’t speak in the language of “features” or “comfort.” It speaks in the language of fear, doubt, courage, and dreams. It meets people where they are.

I found myself wondering: are we telling stories in our own businesses that truly mean something? Or are we stuck in technical specs, promo codes, and performance metrics? What does our customer feel when they hear our name?

How can you craft a story that matters?

This isn’t just for global giants. Smaller brands can be just as powerful—sometimes even more so:

• Tell your journey – even if it feels messy, that’s what makes it relatable.

• Tap into emotion – what does it feel like to be your customer?

• Be consistent – your story should live in everything: your visuals, your ads, your customer experience, even your social media replies.

Nike reminded me that a strong brand story isn’t what a company says. It’s what people feel when they think of you.

And that? That’s something money can’t buy. It’s something you build.

Nüüd jõuame kolmanda võtmetegurini – ja see on minu arvates üks kõige inspireerivamaid: naiivne innovatsioon, ehk julgus säilitada algaja mõtteviis ka siis, kui ollakse juba tipus. Vaatame süvitsi, mida see tegelikult tähendab ja kuidas see Nike puhul toimib

The Third Key: Naive Innovation – The Power of a Beginner’s Mindset

I’ve often found myself wondering: does knowing too much sometimes stop us from seeing what’s possible? The more we learn how things should be done, the less likely we are to ask: but what if they weren’t? And that’s where Nike’s magic really hits—because they’ve never been afraid to stay curious, even when they were already winning.

Nike’s story is filled with moments where anyone more “experienced” would have said, “That won’t work.” And yet, they did it anyway. And often, it did work.

Take Bill Bowerman—Nike’s co-founder and a track coach. He poured rubber into his wife’s waffle iron. Not as a joke, but because he wanted to create a better outsole for running shoes. What he ended up with was a pattern that changed the entire industry. Was that professional product development? Not really. It was a creative impulse. A flash of naive genius. And that’s exactly what set them apart.

What is “naive innovation”?

It doesn’t mean being careless or clueless. It means holding onto the kind of questions most experts no longer ask:

• Why are we doing it this way?

• What if we flipped the idea entirely?

• What if someone outside the industry rewrote the rules?

From the beginning, Nike has embraced this mindset. Phil Knight and Bill Bowerman weren’t marketing legends or business school grads—they were just passionate runners who believed they could do better. That belief—that almost childlike confidence—is what fuels real innovation.

And they’ve never stopped. Take Air Jordan, for example. When Nike partnered with a young, relatively unknown Michael Jordan in 1984, it was a bold, risky move. But they didn’t just see an athlete. They saw a story. A movement. And Air Jordan exploded—not just in the sneaker world, but in culture itself.

So how do you use this in your own business?

It’s something I’ve asked myself too: how do I stay fresh in my thinking when I’ve been doing this for years? Here’s what helps me:

• Look with new eyes – bring someone from outside your industry into the conversation. See what questions they ask.

• Make space for experimentation – give yourself permission to try something, even if it fails.

• Trust your instincts – especially when a spreadsheet says “no,” but your gut says “go.”

I caught myself thinking: this kind of naive boldness still lives inside all of us—but we tend to bury it beneath layers of “shoulds” and “norms.” Nike reminds me that to change the game, you sometimes have to ask what the game even is in the first place.

And that’s freeing. Because sometimes, the “stupid” idea is exactly the one that makes history.

Lessons for Entrepreneurs: How to Apply Nike’s Strategies to Your Own Business

I’ve come to believe that a story only matters if it moves us to action. Otherwise, it’s just another “nice example.” So what can you actually do with Nike’s story, especially if you’re running a small business, don’t have a huge budget, and definitely no Michael Jordan?

As it turns out — a lot.

You don’t need to be a giant to move people. All it takes is a little courage, some clarity, and a willingness to act from your values. Here are the three core lessons I personally took away from Nike’s journey — and how you can start applying them right now, no matter your industry or size.

1. Be Bold and Stay True to Your Values

Think about what you stand for. What’s a belief or cause you’re willing to defend, even when it’s uncomfortable? Nike chose to support Kaepernick knowing it might upset some customers. But they also knew who they were — and stuck with it.

What can you do?

• Make your values visible, not hidden.

• Speak up about issues you care about — even if they’re not “mainstream.”

• Don’t try to appeal to everyone. Speak directly to your people.

2. Tell Your Story — For Real

Nike isn’t powerful just because it markets well. It’s powerful because its campaigns are grounded in something real: struggle, dreams, grit, and growth. They speak to the part of us that’s scared but still trying.

What can you do?

• Share your “why.” Why did you start? What matters to you?

• Highlight stories from your customers or your journey — not just polished results, but also honest moments.

• Remember: vulnerability is memorable.

3. Innovation Isn’t Just for Tech Giants

Nike didn’t launch with fancy labs or global teams — they started with a waffle iron and an idea. Their success grew from trying, failing, and learning. Innovation, at its core, is just daring to think differently.

What can you do?

• Test small ideas. Don’t wait for perfection — iterate as you go.

• Ask wild questions. “What if we did the opposite?” is a great place to begin.

• Don’t fear the weird — embrace it. It might be your superpower.

Quick Action Plan:

• Be Brave: pick one thing to take a stand on publicly — your values are your anchor.

• Tell Your Story: craft a short narrative that shows why your business exists beyond profit.

• Start Small, Think Big: test an idea this week that feels a little risky — just to see where it leads.

Sometimes we assume strategies like these are only for “the big guys.” But that’s a lie. Scale doesn’t create meaning — intention does. And Nike has proven time and again: when you lead with vision, people follow.

Because in the end, business is a kind of sport too: you train, you fall, you get back up. And eventually … you just do it.

A Thoughtful Closing: What Stays With Us After the Dust Settles

Sometimes, when I think back to all the moments I’ve second-guessed myself — when I wondered if an idea was too risky, too strange, too uncertain — I realize something. It wasn’t competition or lack of resources that held me back. It was fear. Fear of being wrong, of standing out, of doing it “differently.”

And then I remember Nike.

Not the shoes. Not the logo. But the feeling they create. The feeling that you can try. That even if you’re unsure, at least you’re moving. Because when you act, you learn. And when you learn, you grow. Even if the steps are small or shaky.

Nike never taught me that success is easy or fast. What they taught me is that success comes from standing for something. From speaking your truth, even when your voice shakes. From creating something new, even when others don’t see it yet.

And that lesson? It’s not just about business. It’s about how we choose to show up in the world — with our customers, our teams, even with ourselves.

So next time you’re standing at that edge — wondering whether to play it safe or go after something that matters — remember what Nike told the world:

“Believe in something. Even if it means sacrificing everything.”

And maybe, just maybe, that something … is you.

Just do it.