Nike Mission and Vision Statement Analysis

Nike is a household name for footwear and accessories. This massive success is attributed to the company’s core values that are quite evident in their organizational culture. Over time, experts have described Nike with words like innovation, empowerment, authenticity, and performance.

But the question is, where is the company going with it? Here is a quick rundown of Nike’s mission and vision statement to help you understand what and how it wants to achieve.

Overview of Nike

Nike Mission and Vision Statement

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nike mission and vision statement

Nike Mission Statement

A company's mission represents its short-term goals and draws attention to what it intends to deliver in order to achieve these goals. The Nike mission statement is “to bring inspiration and innovation to every athlete in the world.” Let’s see what it means for the company.

Bringing Inspiration

Nike’s iconic slogan,” Just Do It,” encourages confronting fears, overcoming doubts, and taking the next step. With this simple catchphrase, Nike has allowed athletes and ordinary people to push themselves beyond their limits. The company also employs an efficient marketing strategy of using renowned sports personalities to empower the ordinary person.

Creating Innovation

Nike is committed to continuous innovations. Consistently focusing on new technologies and design elements has empowered athletes through the years. One such example is Nike’s Breaking2 campaign of 2016. The project focused on enabling a human to complete a private marathon in two hours. Though it attracted some controversy, this was never attempted before. Eventually, Nike’s innovative shoes proved instrumental in taking the Kenyan runner Eliud Kipchoge across the finish line with a time of 1:59:40.

Supporting Everything Athlete in the World

Nike’s co-founder, Bill Bowerman, proposed that the company’s mission is to inspire every man, professional or non-professional, to work for their physical fitness. His classic statement, “if you have a body, you are an athlete,” reinstates this idea. Focused on this idea, Nike manufactures its products for all body types, skills, and goals - elite runners and ordinary people.

Nike Vision Statement

The vision of a company indicates how the creators foresee it in the future. Nike’s vision statement says, “to remain the most authentic, connective, and distinctive”. Let’s break it down one by one.

Authenticity

Over the years, Nike has proven its authenticity in terms of product lines and services. The company produces trademark designs that deliver superior performance and exceed the customer’s expectations. It’s not just about selling products for revenue, but Nike uses any opportunity to expand human potential.

Connectivity

Nike has smartly incorporated storytelling and imagery in their marketing strategy to build an emotional connection with its target audience. The company has always prioritized emotions in its campaigns, be it TV commercials or social media ads. Using slogans like “My better is better than your better” or “we gave up giving up” helps them employ narratives to induce sentiments in their customer bases, building brand loyalty in the long run.

Distinction

Overcoming competition, pushing through legal battles, coming through leadership changes, and recurring financial downturns, everything was worth it. Today, Nike is easily the most distinctive brand in the athletic market. As of now, Nike’s market cap stands at 30 billion USD, compared to 15.7 billion USD for Adidas in 2023.

Nike Core Values

Core values generally include things the company is most concerned about. Nike believes in striving for a strong community, sustainable manufacturing, inclusion, and fulfilling social responsibility. Here is what this means for the company.

Community

Just like a team in any sport, Nike believes in the spirit of unity and community. Each member of the company is equally valuable, and individual contributions are always appreciated as everyone works together to achieve a common goal.

Sustainability

Not many people realize it, but Nike invests heavily in environmental endeavors. For instance, it puts in extraordinary efforts to recycle plastic bottles and create sustainable footwear in the form of its Flyknit technology.

Diversity

Nike’s commitment to diversity is evident through its recruitment worldwide. The diverse international team has been effective in making the brand and preserving it across multiple regions. Not only this, but it also puts emphasis on including people of all ages, races, and skill levels in their customer bases.

Social Responsibility

While working toward innovation and inspiration, Nike never loses track of its social responsibility. In addition to its environmental conservation programs, Nike also has various other programs that align with its core belief that sports can change the world for the better.

How to Make a Mission and Vision Statement Diagram for Nike?

Curating a brand's mission statement is more than writing a few sentences. It demands teamwork, repeated conversations, brainstorming, and a lot more. Here are a few steps that can get you started on making a mission and vision statement with a guided structure.

Step 01: Gather Stakeholders

The mission and vision statement represents the entire company. So, you need to make a list of co-founders, fellow executives, managers, and other relevant employees. In addition, make a second list of stakeholders who are affected by the company’s operations, including investors, board members, partner organizations, etc.

Step 02: Enlist Significant Keywords

Once everyone is here, create a list of relevant keywords. But do not go randomly into it. Divide these keywords into smaller categories, such as products or services, strategic plan, core values, etc., document them in a file, and share with everyone.

Step 03: It’s Time to Brainstorm

The next step is brainstorming foundational questions about the business. Do a group activity and ask everyone to answer things like the company’s main purpose, its strengths, values, the company’s culture, etc. It is important, so take all the time everyone needs to answer them.

Step 04: Filter Out Ideas

Once you’re finished brainstorming, there should be a lot of stuff to include in the statement. But we have to filter it. Evaluate each factor and decide whether it deserves to be on the mission and vision statement.

Step 05: Write a Long-Format Statement

With whatever ideas are left, you must arrange a long-format mission and vision statement. Don’t worry about the length and write whatever you can, touching all the crucial points.

Step 06: Evaluate and Revise

But, before you finalize and edit it, take it through business friends, colleagues, and important stakeholders. See what can be improved and finalize a shorter statement depending on the feedback.

Use a Professional Mission and Vision Statement Maker

Now you know how to make a mission and vision statement for your desired company. But it is easier with advanced software like EdrawMind. It is a mind mapping tool with preset structures, brainstorming mode, and a smart research assistant. You can also find editable mission and vision templates on the EdrawMind gallery.

Let’s see how you can replicate a similar Nike mission and vision statement in minutes.

Step 01: Enter the Brainstorming Mode

• Begin by installing the EdrawMind desktop version and logging into your Wondershare account. Or, if it is your first time, register your email.
• Once on the dashboard, visit the Create button at the top.
• Open a Blank Mind Map Canvas from the menu to enter the editing panel.

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Step 02: Invite Everyone for Multi-User Collaboration

From the editing panel, enable the multi-user collaboration mode. For this,

• Go to the Share button from the quick-access toolbar.
• Enable the Multi-User Collaboration Mode and invite stakeholders using their official accounts.

Step 03: Plot Ideas and Filter Them

The next step is plotting ideas. Here is how you can do this.

• Click the Main Idea box and label it with your title.
• Go to the Start menu from the top and use the Topics button to extend the branch.
• Ask everyone to add their ideas one by one and further extend the branches.

After the group discussion, you also need to filter these ideas. So, have another session evaluating these factors and narrow down the crucial factors to be added to the mission and vision statement.

Pro Tip: EdrawMind has a smart bot that helps you polish the text, translate it, shorten it, and summarize it. For this, select the text, click Generate, and choose a desired operation.

Step 04: Modify the Design

Once you are satisfied with the statement, it’s time to adjust the design elements. For this,

• Locate the Page Layout tab at the top.
• Click Themes > Customize Themes > Create Theme and modify the design details (background image, color scheme, font details, etc).
• Alternatively, use one of the existing themes.

Pro Tip: Another good way to improve the outlook of your diagram is to use visual cues. You can find these cues (background image or clipart) in the Page Layout tab.

Step 05: Download the Statement!

Ta-da, your Nike’s mission and vision statement is complete. You can now download it however you like.

• Click the Export icon from the quick-access toolbar and choose your desired format.
• MS Office (PPT, Word, Excel, Visio).
• Graphics (PNG, JPG, JPEG, etc).
• PDF for documentation.

Pro Tip: You can also save the Emmx version of the statement from the top-left File menu. It allows for further modifications in the future.

6 Tested Tips to Make a Mission and Vision Statement

Making a mission and vision statement is more than plotting some points on a canvas. Here are a few tips that can help you engage everyone concerned in the process and perfect it.

• Collaboration is the key: Remember, it’s not an individual task, but rather needs all the stakeholders present. A good way to approach it is to gather everyone on a digital canvas like EdrawMind, plot ideas, and filter them into a vision statement.
• Avoid buzzwords: Jargon is a big no when it comes to mission statements. It makes your brand look inaccessible. Instead, opt for plain and simple language. It gets your message across effectively to those who matter most - your customers.
• Evaluate…evaluate…evaluate: Before you step into editing, get feedback. First, evaluate it yourself and then distribute it among stakeholders, friends, and family members. See what can be better.
• Don’t limit your creativity: Never restrict yourself to just one illustration. Experiment with different kinds, like a road map, Venn diagram, listicle, etc. See what design complements your text most and make a decision.
• Use relevant illustrations: Illustrations can make your vision statement pop. However, you must use them carefully. A relevant symbol often used in these diagrams, like a telescope, a map, a staircase, or a compass would be better suited.
• Make it memorable: People don’t bother remembering boring, conventional mission statements. So, you must go an extra mile - color-code boxes, work on design appeal, use bold font, and incorporate icons.

FAQs

Conclusion

The mission and vision of Nike clearly indicate the brand’s focus toward originality, improvement, and commitment to sustainability. These aspirations are reflected in its global operations and marketing. Want to craft a vision statement for your brand? Try EdrawMind. Its collaborative workspace helps you gather your team and work in sync.