
Clear Nonnegotiables
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We are on the offense.
Always.
Our job is to stay aggressive and committed to
a game plan of our own design. We influence.
We lead. If we can’t lead it, we don’t need it.
Remember the man
His name is Bowerman. It’s German for
“builder man.” He did more to shape athletics
and NIKE around the world than any three
people combined. His spirit still blows change
into every corner of NIKE.
Note: Descriptions of the maxims have been condensed but use the original wording.
Source: Company materials.
Reflecting on the practical use of these maxims, Charlie
Denson, president of NIKE Brand, told us:
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Mark [President and CEO Ma