SM. Nike. Mission and Vision. Triple Bottom Line.

Just Do It

by KATIA SOVA | 2024, November 28

Nike is a leading company in the sneaker industry, holding approximately 38.68% of the global market share and significantly outpacing its competitors (Sher, 2024). The brand is renowned not solely for its high-quality product and design; it is also a result of its powerful slogan. Take, for instance, Nike’s famous motto, “Just Do It” that has transcended to become a universal call to action, inspiring people to push their limits.

Nike has been successful in applying “people-planet-profit” factors to its business model. The triple bottom line approach shifts the focus from profit-driven aims to a more philanthropic way by incorporating environmental and social considerations (Miller, 2020). Concepts such as disruptive technology, sustainable practices, and competitive advantages all relate to business operations within the framework of the “three P’s.” As Figure 1 shows, mission and vision go hand in hand; these concepts complement each other in a way to benefit people as shareholders and grow profit. Meanwhile, the planet issue seems to be neglected in the company’s statements. Perhaps, the sustainable practice is a secondary benefit resulting from what inspired people innovate for the planet.

Figure 1

Note: Based on the study of Pereira (2024)

Regarding to paraphrase, I believe Nike’s mission is perfectly polished and withstands any critical approach. The idea of generalising the noun’s meaning, “athlete,” is a crux of the success: according to Nike, an athlete is “someone who has a body”. Here, the marketing hook expands the basic definition stemmed from the historical reference: originally, athletes in Greece widely revered the goddess Nike who brought good fortune (Pereira, 2024).

Nike’s vision could be altered to specify actions at the beginning of the statement instead of “to do everything possible” adding the planet concept to the statement. For instance, there could be an alternative as “to bring cutting-edge gear and innovative training solutions to expand the potential of the planet’s spirit.”
The specific actions make the goal and the steps toward it more brand identical.

In conclusion, the alignment of mission and vision is essential for an organization success. In Nike’s mission and vision, I found it appropriate to continue the idea of specifying word meanings by rephrasing “we will do everything possible” into tangible benchmarks. This approach not only enhances clarity but also fosters a deeper connection between the organization’s identity (mission) and its future aspirations (vision), ultimately driving better performance and a stronger brand presence in the market (Kennedy, 2020). Moreover, the triple bottom line approach boosts the development of such rewarding niches as moral leadership and a purpose beyond life.