Nike

Nike

NIKE, named for the Greek goddess of victory, is the world's #1 shoe and apparel company. It designs, develops, and sells a variety of products to help in playing basketball and soccer (football), as well as in running, men's and women's training, and other action sports. Under its namesake brand, NIKE also markets sports-inspired products for children and various competitive and recreational activities; it also sells sportswear under the Converse and Hurley brands.

NIKE’s vision statement uses the word “remain,” which indicates that the company already considers its brand as the most authentic, connected, and distinctive in the global market for sporting goods and related products. The “authentic” component of the corporate vision statement shows that the company aims to make its products deliver high performance to consumers. On the other hand, the “connected” component is about ensuring consumers’ personal connection with the brand.