Rebel and innovate: How Nike’s storytelling strategy works

Phil Knight, the co-founder of Nike, famously once said he hates advertising. Dan Wieden, co-founder of Wieden+Kennedy, Nike’s ad agency since 1982, clarified this further when he said, “Phil Knight didn’t want to sell you something – he wanted to help you be something.” At the time, Phil was breaking the mould. Today, that’s what good brands do – help their audience be better. When I joined Nike in 2005, we had a goal – to be the number one technical running shoe brand i

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