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What happens when a brand built for sport loses some of its focus?
What Nike’s deviation - and return to form - teaches us about clarity.
I grew up just outside of Portland, Oregon - naturally, Nike has been in my orbit and part of my life since day one (see below: “ Dear Santa, please bring me a pair of Chicago 1s ”). The obsession with running led Bowerman to take his wife's waffle iron into his workshop and experiment with rubber, creating a sole with a lightweight grip to increase speed. Hill didn’t just talk about clarity, he’s operationalizing it - streamlining inventory, reducing discounting, and forming tactical teams to sharpen Nike’s GTM.
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