A Look Into Nike.Inc

A Grad Student's Blog About Nike Inc. Business Strategy

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Managing Innovation: How Nike Turns Ideas into Advantage

In the textbook, it explains that innovation involves using new knowledge to transform organizational processes or create commercially viable products and services, emphasizing novelty and the ability to bring about positive change (Dess et al., 2024). Successfully managing innovation requires firms to leverage new technologies, creative insights, and fresh ideas that can generate meaningful improvements. At Nike, innovation is embedded into the company's core strategy through structured processes, cross-functional collaboration, and a culture that encourages experimentation. Nike's Innovation Kitchen, a dedicated space where designers and engineers push product boundaries, and the Nike Sport Research Lab, which uses science and athlete data to guide performance breakthroughs, both resources demonstrate how the company transforms new knowledge into product and process innovations (Nike Innovation, n.d.; Nike Sport Research Lab, n.d.). These innovation centers help Nike design advanced footwear technologies while also improving the efficiency and quality of its manufacturing operations.

Nike's strategy reflects the textbook's distinction between incremental and radical innovation. This brand consistently introduces incremental updates, such as lighter materials, better cushioning, and improved fit, while also pursuing radical breakthroughs like Flyknit or Air technology, which fundamentally transformed athletic footwear. These initiatives reflect how managing innovation involves balancing risk, coordinating teams, and making decisions about which ideas will most effectively sustain long-term competitiveness (Dess et al., 2024). By adopting new technologies, investing in research, and encouraging collaboration across departments, Nike shows that innovation management is not just about generating ideas, it is about building the systems, culture, and capabilities that allow those ideas to become industry-leading products.

Dess, G. G., McNamara, G., Eisner, A. B., & Sauerwald, S. (2024). Strategic Management: Creating Competitive Advantages (11th ed.). McGraw Hill.

Nike Innovation. (n.d.). Explore the future of sport with us. https://innovation.nike.com/

Join Nike Innovation, where experts from our teams, including the Nike Sport Research Lab, invite everyday athletes to help create the produ

Nike Sport Research Lab. (n.d.). Nike Sport Research Lab (NSRL). https://innovation.nike.com/nsrl

Nike Creates New Innovation Engine to Power Athletes Faster — NIKE, Inc.

Nike, Jordan Brand and Converse are uniting their Innovation, Design and Product teams in a single, athlete-focused creation engine designed

Nike Air is our iconic innovation that uses pressurized air in a durable, flexible membrane to provide lightweight cushioning. The air compr

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Strategic Leadership: Ethics and Inclusion at Nike

In the textbook, it explains that effective strategic leaders set the moral tone of the organization by modeling ethical behavior and promoting diversity, trust, and accountability throughout the firm (Dess et al., 2024). At Nike, leadership demonstrates this through a commitment to inclusion, transparency, and integrity in all areas of the company. Rather than viewing ethics as a compliance issue, Nike incorporates it into its culture, ensuring that decisions about people, partnerships, and performance show its broader purpose of inspiring every athlete in the world.

Nike's team continues to expand its focus on equity and representation by supporting diverse hiring practices, pay equity audits, and leadership development for underrepresented groups. These efforts align with the textbook's emphasis on creating an ethical organization, one where leaders serve as role models who embody fairness and moral responsibility. By promoting diversity in leadership and maintaining ethical consistency across global operations, Nike demonstrates that strategic leadership is not only about performance and profit, but also about creating an environment where integrity and inclusion drive long-term success.

Dess, G. G., McNamara, G., Eisner, A. B., & Sauerwald, S. (2024). Strategic Management: Creating Competitive Advantages (11th ed.). McGraw Hill.

Nike, Inc. (n.d.). Diversity, equity, & inclusion at Nike. Retrieved November 9, 2025, from https://about.nike.com/en/mission/focus-areas/diversity-equity-inclusion-at-nike

Nike - Diversity, Equity and Inclusion — NIKE, Inc.

Supporting our team today and equipping future talent to build the future of sport.

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Creating Effective Organizational Designs: How Nike Demonstrates Ambidexterity

According to the textbook, ambidextrous organizational designs are structures that "attempt to simultaneously pursue modest, incremental innovation as well as more dramatic, breakthrough innovations" (Dess et al., 2024). In these organizations, success depends on a manager's ability to balance two key capabilities: adaptability which involves exploring new opportunities and adjusting to market changes, and alignment which ensures that day-to-day operations remain efficient and coordinated. Together, these elements help firms stay competitive in dynamic environments by combining innovation with disciplined execution. Nike demonstrates this balance through its ability to innovate boldly while maintaining a stable, high-performing global operation.

Nike demonstrates adaptability through initiatives like its Move to Zero sustainability program, the development of Air and React cushioning technologies, and the expansion of its digital ecosystem through the Nike App and personalized member experiences. These innovations show Nike's commitment to exploring new opportunities and responding to shifting consumer expectations. At the same time, Nike displays strong alignment through its integrated global supply chain, consistent brand identity, and enduring partnerships with athletes and designers that reinforce its performance mission. By mastering both adaptability and alignment, Nike embodies what Dess et al. (2024) describe as an ambidextrous organization, one capable of creating breakthrough innovation without losing operational efficiency, ensuring the brand's long-term strength in an ever-evolving global marketplace.

Dess, G. G., McNamara, G., Eisner, A. B., Sauerwald, S. (2024). Strategic Management: Creating Competitive Advantages (11th ed.). McGraw Hill.

Nike, Inc. (2024). Move to Zero sustainability overview. https://www.nike.com/sustainability

Nike, Inc. (2024). About Nike. https://about.nike.com

Nike React

Featured in the new Epic React running shoe, Nike React foam offers a leap forward in lightweight support, durability, and responsive energy

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Strategic Control and Corporate Governance: Attaining Behavioral Control: Balancing Culture, Rewards, and Boundaries at Nike

Behavioral control focuses on doing things right by balancing culture, rewards, and boundaries to ensure effective strategy implementation (Dess et al., 2024). According to the textbook, culture serves as a system of shared values and norms that influence behavior, rewards motivate employees toward desired performance, and boundaries establish the acceptable limits of conduct. These three elements must work together to align individual actions with organizational goals, especially in competitive and fast-moving industries.

When it comes to turning strategy into real results, Nike shows what it means to balance culture, rewards, and boundaries, the three key levers of behavioral control. The company's culture thrives on innovation and teamwork, with the "Just Do It" slogan encouraging employees to take initiative, embrace creativity, and push limits of performance, all while staying true to the company's values. Nike also uses rewards and incentives to keep its teams motivated and aligned with business goals. From recognizing top performers to promoting growth through leadership and diversity programs, Nike's reward systems reinforce the same drive that fuels its global success. Still, the company doesn't overlook boundaries, it maintains strict ethical standards and sustainability policies that guide decision-making throughout its global supply chain (Nike, n.d.). Altogether, Nike's approach demonstrates that when culture, rewards, and boundaries are aligned, strategy becomes part of the company's identity.

Dess, G. G., McNamara, G., Eisner, A.B., & Sauerwald, S. (2024). Strategic Management: Creating Competitive Advantages (11th ed.). McGraw Hill.

Nike, Inc. (n.d.). Move to zero: Nike's journey toward zero carbon and zero waste. https://www.nike.com/sustainability

Nike Sustainability. Move to Zero

We’re committed to a better tomorrow for all athletes. Move to Zero is our journey toward zero carbon and waste to help protect the future o

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Entrepreneurial Strategy and Competitive Dynamics: Competitive Dynamics at Nike

Chapter 8 of Strategic Management: Creating Competitive Advantages (Dess et al., 2024) defines competitive dynamics as "intense rivalry, involving actions and responses, among similar competitors vying for the same customers in a marketplace" (p.257). Nike serves as a prime example of this concept through its ongoing battle for innovation and market dominance against Adidas, Under Armour, and Puma. For instance, when Adidas enhanced its Parley for the Oceans initiative to spotlight environmental sustainability, Nike responded with its Move to Zero campaign and the launch of Nike Forward, a new material designed to reduce carbon emissions and waste (Nike, 2022; Nike, n.d.). These actions illustrate how firms continuously engage in cycles of competitive moves and countermoves to sustain advantage. Nike's consistent innovation and ability to adapt to shifting consumer expectations demonstrate its mastery of competitive dynamics within the athletic-wear industry, where staying ahead of competitors is vital for continued success.

Within this dynamic marketplace, Dess et al. (2024) describe how firms use both strategic actions and tactical actions to navigate competition. Strategic actions defined as "major commitments of distinctive and specific resources to strategic initiatives" (p.261), include Nike's long-term focus on expanding its direct-to-consumer (DTC) business, investing in digital platforms like the Nike App and SNKRS, and integrating sustainability across product lines. In contrast, tactical actions defined as "refinements or extensions of strategies usually involving minor resource commitments" (p.261), are reflected in Nike's limited-edition releases, influencer collaborations, and short-term pricing adjustments that create consumer excitement. Together, these actions showcase how Nike effectively balances long-term strategic commitments with dynamic tactical responses, which sustains its competitive advantage in a global market that demands both vision and adaptability.

Dess, G. G., McNamara, G., Eisner, A. B., & Sauerwald, S. (2024). Strategic Management: Creating Competitive Advantages (11th ed.). McGraw Hill.

Nike. (2022, September 6) Introducing Nike Forward. Nike Newsroom. https://about.nike.com/en/newsroom/releases/introducing-nike-forward

Nike Forward is a game-changing innovation platform — NIKE, Inc.

The process to create Nike Forward requires fewer steps than traditional Nike knits or wovens which significantly reduces the carbon footpri

Nike. (n.d.). Move to Zero. Nike.com. https://www.nike.com/sustainability

Nike - Sustainability — NIKE, Inc.

In a world being reshaped by climate change, Nike is relentlessly innovating at scale to help all athletes* perform at their best. Our solut

Adidas x Parley — Parley

Our landmark adidas x Parley partnership engages a global audience and sets new industry standards through a range of eco-innovative footwea

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International Strategy at Nike: International Expansion: A Company's Motivations and Risks (Outsourcing and Offshoring)

According to Chapter 7 of Strategic Management: Creating Competitive Advantages (Dess et al., 2024), firms expand internationally to gain access to resources, reduce costs, and strengthen competitiveness. One major way multinational corporations achieve these goals is through the global dispersion of value chains, specifically outsourcing and offshoring. Outsourcing refers to using outside firms to perform activities that were previously handled internally, while offshoring refers to moving those tasks to facilities in other countries. Together, these approaches allow companies to operate more efficiently and leverage global capabilities.

Nike serves as a compelling example of how global dispersion supports international growth. The company conducts most of its research and development (R&D) in the United States but relies on independent manufacturers for production overseas. According to Nike's 2024 Form 10-K, "nearly all of our footwear and apparel products are manufactured outside the United States by independent contract manufacturers," primarily located in Vietnam, Indonesia, and China (Nike, 2024). This illustrates Nike's use of both outsourcing (contracting production to external firms) and offshoring (location production abroad) as central elements of Nike's international strategy. Although this approach enables cost efficiency, flexibility, and innovation, it also exposes Nike to risks such as supply chain disruptions, labor issues, and geopolitical uncertainty. Dess et al. (2024) explain, these challenges represent the balance between the motivations and risks that define international expansion, one that Nike continues to navigate as a global industry leader.

Dess, G. G., McNamara, G., Eisner, A. B., & Sauerwald, S. (2024). Strategic Management: Creating Competitive Advantages (11th ed.). McGraw Hill.

Nike. (2024). Form 10-K for the fiscal year ended May 31, 2024. U.S. Securities and Exchange Commission. https://investors.nike.com/

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Corporate-Level Strategy at Nike: Diversification

One of the key concepts in Chapter 6 is diversification, which means "the process of firms expanding their operations by entering new businesses" (Dess, et al., 2024). Diversification is a core element of corporate-level strategy that helps companies create value by spreading risk and leveraging resources across related industries. For example, Nike has expanded beyond athletic footwear into apparel, sports equipment, and digital fitness technology. By leveraging shared competencies such as marketing, product design, and brand reputation, Nike's diversification across product categories allows the company to build strong brand synergy and maintain customer loyalty. This reflects the concept of related diversification, where firms apply assisting resources to different but connected business lines to achieve economies of scope (Dess et al., 2024).

Moreover, Nike's strategic diversification extends to digital innovation, with platforms like the Nike Training Club and Nike Run Club apps strengthening its presence in the health and technology space. These tools help Nike connect directly with consumers, collect useful data, and adapt evolving market trends. This integration of products and services creates new opportunities for growth while protecting the company from market fluctuations. As Chapter 6 explains, effective diversification creates long-term competitive advantage when a firm's different business units complement one another and enhance overall value (Dess et al., 2024). Nike's ability to combine performance innovation, lifestyle branding, and digital engagement shows how diversification (when strategically managed) supports sustainable growth and industry leadership.

Dess, G. G., McNamara, G., Eisner, A.B., & Sauerwald, S. (2024). Strategic Management: Creating Competitive Advantages (11th ed.). McGraw Hill.

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Business-Level Strategy: Differentiation Strategy at Nike

The textbook Strategic Management: Creating Competitive Advantages (Dess et al., Chapter 5), discuss three generic strategies: overall cost leadership, differentiation, and focus which firms can use to achieve competitive advantage. Of these, differentiation is closely aligned with Nike's business-level strategy. A differentiation strategy "is a firm's generic strategy based on creating differences in the firm's product or service offering by creating something that is perceived industrywide as unique and valued by customers" (Dess et al., 2024, p. 147). According to the textbook, "firms achieve and sustain differentiation advantages and attain above-average performance when their price premiums exceed the extra costs incurred in being unique" (Dess et al., 2024, p. 148). Nike is a prime example of this strategy through its globally recognized brand, innovative product lines, and storytelling-driven marketing. For example, Nike has integrated technology into its products, embedding sensors in shoes that analyze workouts and provide coaching feedback through apps like the Nike Run Club, which offers audio-guided runs, personalized tracking, and community features (Nike, n.d.-b). These innovations differentiate Nike not only as a sportswear provider but also a fitness and lifestyle partner. Beyond products, Nike leverages its brand reputation which is fueled by iconic endorsements, from Michael Jordan to Serena Williams allowing it to charge premium prices while maintaining strong customer loyalty.

Nike's differentiation strategy also extends across its digital ecosystem and sustainability initiatives, reinforcing the unique value customers perceive. The company's SNKRS app and Nike Training Club provide personalized consumer experiences that competitors struggle to match, while material innovations like Fly Knit and Nike Forward combine performance with sustainability (Nike, n.d.-a; Nike, 2022). During the COVID-19 pandemic, Nike adapted quickly by analyzing shifts in consumer behavior, such as increased walking and at-home workouts, to align product offerings with customer needs (Dess et al., 2024). This responsiveness reflects the textbook's point that successful differentiators must continually reinforce their advantages and adapt to evolving market demands. Through its emphasis on innovation, digital engagement, and sustainability, Nike maintains its competitive advantage, justifying premium pricing while building long-term competitive strength in the global athletic market.

Dess, G. G., McNamara, G., Eisner, A. B., & Sauerwald, S. (2024). Strategic Management: Creating competitive advantages (11th ed.). McGraw Hill.

Nike, Inc. (n.d.-a). Nike Flyknit. Nike.com. https://www.nike.com/flyknit

Nike Flyknit

Featuring a precise knit construction, Nike Flyknit technology provides greater flexibility and targeted support. Learn more and shop Flykni

Nike, Inc. (n.d.-b). Nike Run Club app. Nike.com. https://www.nike.com/nrc-app

Nike Run Club App

Make every run count with the Nike Run Club app. Track runs, challenge friends and get motivated to keep going.

Nike, Inc. (2022, September 6). Introducing Nike Forward. Nike Newsroom. https://about.nike.com/en/newsroom/releases/introducing-nike-forward

Nike Forward is a game-changing innovation platform — NIKE, Inc.

The process to create Nike Forward requires fewer steps than traditional Nike knits or wovens which significantly reduces the carbon footpri

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Recognizing Nike's Intellectual Assets: Human Capital

In Chapter 4, human capital is the individual capabilities, knowledge, skills, and experience of a company's employees and managers (Dess et al., 2024, p. 106). While intellectual capital encompasses social capital as well, this chapter highlights human capital as the core foundation for sustaining competitive advantage. Nike demonstrates strength in attracting human capital by hiring talent not only in design but also in digital commerce, data science, and supply chain management reflecting its strategic focus on direct-to-consumer sales and digital innovation (Nike, 2024). Once employees are hired, Nike invests in their development through structured learning initiatives, including RunningSTART for new hires, Manager Onboarding for leaders, and advanced programs like EVOLVE and XCELERATE for high-potential employees (Nike, n.d.-b). These initiatives align with the textbook's emphasis on training and mentoring as critical for maximizing employee contributions and ensuring knowledge remains relevant in fast-changing industries (Dess et al., 2024).

Nike also emphasizes retaining and enhancing human capital. Retention is supported through inclusive and competitive benefits such as expanded parental and bereavement leave, mental health resources, and annual third party pay reviews to ensure equity across roles (Nike, n.d.-b). At the same time, Nike strengthens it's human capital through diversity, equity inclusion, and accessibility initiatives. It's DEI strategy is built on four pillars Diversity, Equity, Inclusion, and Accessibility and includes programs like Equipping Future Talent, which expands opportunities for underrepresented groups (Nike, n.d.-a). These efforts reflect the textbook's point that redefining roles and embracing diverse perspectives fosters innovation adaptability (Dess et al., 2024). By strategically attracting, developing, retaining, and enhancing it's employees, Nike converts human capital into enduring intellectual capital, securing a sustainable competitive advantage in the global sportswear market.

Dess, G. G., McNamara, G., Eisner, A.B., & Sauerwald. S. (2024). Strategic Management: Creating Competitive Advantages (11th ed.). McGraw Hill.

Nike, Inc. (2024). NIKE, Inc. annual report on Form 10-K for the fiscal year ended May 31, 2024. U.S. Securities and Exchange Commission. https://www.sec.gov/Archives/edgar/data/320187/000032018724000044/nke-20240531.htm

Nike, Inc. (n.d.-a). Diversity, equity, & inclusion at Nike. Retrieved September 20, 2025, from https://about.nike.com/en/mission/focus-areas/diversity-equity-inclusion-at-nike

Nike - Diversity, Equity and Inclusion — NIKE, Inc.

Supporting our team today and equipping future talent to build the future of sport.

Nike, Inc. (n.d.-b). Investing in our Nike, Inc. teams. Retrieved September 20, 2025, from https://about.nike.com/en/mission/initiatives/investing-in-our-nike-teams

Nike - Investing in our NIKE, Inc. Teams —

We support the personal and professional wellbeing of all NIKE, Inc. employees—from retail to corporate—through pay equity, best-in-class be

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Assessing the Internal Environment of Nike: Resource-Based View of the Firm

According to Chapter 3, the resource-based view (RBV) is the perspective that firms' competitive advantages are due to their endowment of strategic resources that are valuable, rare, costly to imitate, and costly to substitute (Dess et al., 2024). This means that competitive advantage stems not only from market participation but from owning distinctive assets that competitors cannot easily duplicate. Nike's tangible resources include its strong financial base, advanced manufacturing, and global distribution networks give it the scale to dominate athletic wear (Nike, 2024). However, Nike's true strength lies in intangible resources like its world-renowned brand reputation, innovative design culture, and decades of athlete endorsements which foster deep customer loyalty and brand influence that rivals such as Adidas and Puma find challenging to match.

Nike's organizational capabilities tie these resources together into a powerful system. Its supply chain efficiency, digital platforms like Nike Training Club, and sustainability initiatives under Move to Zero demonstrate how the firm converts resources into long-term advantage (Nike, 2024). Because these tangible, intangible, and organizational strengths align with RBV's VRIN criteria, Nike maintains a sustainable competitive edge within the worldwide market for athletic wear.

Nike Through the Resource-Based View (RBV)

Tangible Resources -strong financial base, advanced manufacturing, and global distribution networks

Intangible Resources - brand reputation, innovative design culture, and athlete endorsements

Organizational Capabilities - Supply Chain efficiency, Nike Training Club (digital), and Move To Zero (sustainability)

Dess, G. G., McNamara, G., Eisner, A.B., & Sauerwald, S. (2024). Strategic management: Creating Competitive advantages (11th ed.). McGraw Hill.

Nike, Inc. (2024). NIKE, Inc. annual report on Form 10-K for the fiscal year ended May 31, 2024. U.S. Securities and Exchange Commission.

NIKE, Inc. (NYSE:NKE) today reported financial results for its fiscal 2024 fourth quarter and full year ended May 31, 2024. Full year revenu

Nike, Inc. (2024). Move to Zero Sustainability Campaign. Nike.com.

Nike Sustainability. Move to Zero

We’re committed to a better tomorrow for all athletes. Move to Zero is our journey toward zero carbon and waste to help protect the future o

Nike Training Club App. Home Workouts & More.

NTC provides over 185+ free workouts for everything from bodyweight-only sessions, invigorating yoga classes, targeted training programs, an

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Analyzing the External Environment of Nike: SWOT analysis

According to Chapter 2, a SWOT analysis is a framework for analyzing a company's internal and external environments and that stands for strengths, weaknesses, opportunities, and threats (Dess, McNamara, Eisner, & Sauerwald, 2024). Which is a useful tool for connecting strategy to practice. For Nike, one of its strengths is its iconic global brand paired with a fast-growing direct-to-consumer (DTC) model. As the textbook highlights, Nike boosted DTC revenues from 16% in 2011 to nearly 40% a decade later, which not only improved profit margins but also helped the brand build stronger connections with customers. Through its Nike Membership program, now linking over 250 million people worldwide, the company taps into digital platforms to understand consumer habits and tailor its offerings. Still, a persistent weakness is Nike's reliance on outsourced manufacturing, which leaves the company vulnerable to labor concerns, reputational risks, and global supply chain disruptions (Eustochos, 2024).

Externally, Nike has opportunities in sustainability and innovation. Its Move to Zero campaign commits to powering all owned facilities with renewable energy by 2025 and cutting supply chain emissions by 30% by 2030 (Nike, 2020). The company also uses data from its digital platforms to spot emerging trends, for example, launching yoga gear after seeing a spike in member interest (Dess et al., 2024). But the brand isn't without challenges. Nike faces threats from intense competition with Adidas, Puma, and other athletic brands, along with economic pressures like inflation and shifting consumer habits (Simply Wall St, 2024). According to the general idea of SWOT, firms must build on strengths, address weaknesses, capture opportunities, and guard against threats (Dess et al., 2024). Nike's blend of tech-driven personalization, eco-conscious goals, and brand strength shows how actively it applies this balance to maintain its competitive edge.

Dess, G. G., McNamara, G., Eisner, A. B., & Sauerwald. S. (2024). Strategic Management: Creating Competitive advantages (11th ed.). McGraw Hill.

Eustochos. (2024). Nike and the 2024 supply chain disruption: A case study in crisis management. Eustochos.

In 2024, Nike, a global leader in sportswear and athletic footwear, encountered a significant crisis when its global supply chain was severe

Nike. (2020). What to know about Nike's stance on tackling climate change. Nike Newsroom.

Nike Move to Zero Climate Change Initiative — NIKE, Inc.

Move to Zero, Nike’s journey to zero carbon and zero waste, incorporates actions big and small.

Simply Wall St. (2024). Nike's direct-to-consumer focus will drive future growth. Simply Wall St.

Catalysts Most Immediate Catalysts (1–2 Years) • DTC Growth Acceleration – Nike is prioritizing Nike.com, SNKRS, and flagship stores, improv

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Strategic Management: Nike's Strategic Advantage

Nike has become more than a sportswear company; it serves as a clear illustration of strategic management in action (Dess et al., 2024), reflecting the core ideas outlined in the textbook Strategic Management: Creating Competitive Advantages (Dess, McNamara, Eisner, & Sauerwald, 2024). The company mission, "To bring inspiration and innovation to every athlete in the world" isn't just a slogan. It's the backbone of how Nike operates, guiding decisions that fuel both profits and long-term dominance in the global market.

In Chapter 1, the author discuses the four key pillars of strategic management: directs the organization toward overall goals, considering all stakeholders, balancing short-term and long-term perspectives, and ensuring strategy and execution line up (Dess et al., 2024). Nike demonstrates all four. From cutting-edge innovations like Flyknit and self-lacing shoes to its sleek digital platforms like the Nike App, SNKRS, and its legendary athlete endorsements which collectively drive both immediate sales and sustained brand equity. Nike's edge comes from building competitive advantages that are unique, valuable, and hard for competitors to compete with them. This framework is mentioned in the textbook . Highlighted in chapter 1 of the textbook, managers must ensure competitive advantages are sustainable rather than temporary (Dess et al., 2024). Nike achieves this through its globally recognized Swoosh, athlete partnerships, and digital platforms that enhance customer experience. On top of that, like Move to Zero campaign show how Nike invests in long-sustainability, even if it means short-term trade offs (Nike, 2024 Sustainability Report). Ultimately, Nike demonstrates what the author talks about in the textbook: strategy is not just about competing today, but staying ahead of tomorrow.

Nike speaks for itself!

FY23 NIKE, Inc. Impact Report

Our purpose is to move the world forward through the power of sport. Worldwide, we're leveling the playing field, doing our part to protect

Nike, Inc. (2024). Move to Zero Sustainability Campaign. Nike.com.

Nike Sustainability. Move to Zero

We’re committed to a better tomorrow for all athletes. Move to Zero is our journey toward zero carbon and waste to help protect the future o

Nike, Inc. (2024). Nike, Inc annual report on Form 10-K for the fiscal year ended May 31, 2024. https//investors.nike.com

Nike, Inc. (2024). Form 10-K Annual Report. U.S. Securities and Exchange Commission.

Dess, G. G., McNamara, G., Eisner, A.B., & Sauerwald, S. (2024). Strategic management: Creating Competitive advantages (11th ed.). McGraw Hill.