Just Do It The Nike Spirit in the Corporate World (Audible Audio Edition) Donald Katz Brian Sutherland Audible Studios Books
Download As PDF : Just Do It The Nike Spirit in the Corporate World (Audible Audio Edition) Donald Katz Brian Sutherland Audible Studios Books
The protagonist of Just Do It is Phil Knight, a reclusive billionaire who started a two-man operation importing Japanese running shoes and built it into a $4 billion company. Irreverent, unpredictable, and leery of the sports establishment, Knight created the most muscular jock culture in business, a place where employees routinely took two hours at lunch to work out and then strategized late into the night in their holy war against competitors Reebok and Adidas. To outsiders, Nike was a cult. Insiders believed they were furthering the company's mission to improve the performance of serious athletes.
Not everyone could be a Nike guy. It required a certain attitude. For example Michael Jordan refusing to wear Reebok at the 1992 Olympics, or Charles Barkley joking about becoming a porn star. In Just Do It, award-winning author Donald Katz shows how Nike created the spectacular imagery and marketing campaigns that made Jordan, Barkley, and Bo Jackson international icons. He also documented Nike's increasingly influential role in the management of its high-priced talent, taking us inside lucrative endorsement deals involving Jim Courier, Andre Agassi, Deion Sanders, Alonzo Mourning, and Pete Sampras as well as behind-closed-doors negotiations with the NBA and the NCAA as it considered a controversial plan for a collegiate Super Bowl brokered by Nike and super-agent Michael Ovitz.
Nike understood the power of imagery and knew how to market those images all over the world. A truly global corporation, Nike relied on capital from Japan to manufacture shoes in Asia sold to one out of every four athletic-shoe buyers in Europe. Katz follows Nike all over the world, taking us from a 19-year-old Korean gluing shoes in a factory, to an advertising wunderkind in Oregon creating the legendary "Bo Knows" campaign, to the fanatical Nike kids who rush into stores the day new shoes hit the street. Along the way, Katz describes the creation and design of Nike shoes, revealing technology worthy of a James Bond movie. He examines the charges leveled against Nike that the company is exploiting Asian peasants, corrupting younger athletes, and recklessly stirring consumer fever in urban America. He also discusses the corporate spirit and strategies that have made Nike one of the great business stories of the late 20th century.
Just Do It is about the business of sports and the sport of business. It is also the story of a culture in which the sight of an athlete in flight can still evoke awe.
Just Do It The Nike Spirit in the Corporate World (Audible Audio Edition) Donald Katz Brian Sutherland Audible Studios Books
Used in conjunction with Strasser and Becklund's much more meticulous and detailed 'Swoosh' and such volumes as Geoff Hollister's 'Out of Nowhere', this is useful for a sense of balance and perspective. On its own, it falls short of the kind of detail one expects from a corporate history.Product details
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Just Do It The Nike Spirit in the Corporate World (Audible Audio Edition) Donald Katz Brian Sutherland Audible Studios Books Reviews
After reading this fascinating account, I am somewhat dumbfounded by some reviewers who didn't find any real corporate insights here. There are plenty, especially the spirit of the place, which one quickly realizes is the heart and soul.
Bookcased by Air Jordan's entry and retire, Katz in good prose that flows well style relates how a middle-distance runner and his coach and eventually some Japanese shoes turned into the giant Swoosh Just Do It corporate wonder. For those of us from this time in our history, one distinctly remembers the embodiment of that spirit, Prefontaine.
You see the dominant style of the venture comes from the playing fields, and many customers for it shoes can feel it, and so they buy it. Others are caught up in its powerful draft, not understanding at all the athletic side. Knight does, and he and his company relished it and grew it. Amazing. I remember setting right next to a mother and her teenage son, both of us guys trying on cross-training shoes. Me, non-Nike, and this young kid insisted he would only wear Air Jordan. The salesman said they didn't have any in that style in his small foot size, the smallest size 2-3 sizes too big. The salesman said it would be harmful to his feet to wear them, but the kid was incensed to have them on. And mom gave in. Stunned, I was. Then to hear about what kids would do to have these shoes.
I relate to all of this as one who never really cared personally for those who stood for the Swoosh ala McEnroe, but respected very much their talent and drive. That's my response to their history and this fascinating chronicle of it I don't really care personally for what they were about, but have great respect for their drive and talent. You have to give it to them.
They ran the great race, up those trudging hills, and through those barriers that all distance runners have to run through. That great cover photo says it well, does it not!
I was very disappointed by this book. What I expected was a thrilling and informative history on one of the most iconic brands in recent American history. Instead, I got a choppy story that I felt fell very short of what I expected.
To give the benefit of the doubt, it could be that since this book was written 15 years ago, I expected more. While so much has happened at Nike since then and so many more athletes had come onto the scene since Michael Jordan, it could be the what I need is a more recent history and profile in order to be satisfied. Therefore, if anything, I urge the author to write a sequel or follow up book on the events at Nike in the past 15 years.
Nevertheless, I still feel that the flow of the book could have been better. Each chapter starts at a certain point in history and then gives flashbacks or observations of the history of the company. I personally do not like that style of writing.
Overall, this book is fair at best. I only recommend skimming it if you have some extra time.
I found this early 90's insider's view of Nike to be well writen, interesting and overly informative. Too bad it's out of print now! I bought 10 copies to pass around my work for managers and exec's to read.
always intrested in nike as well as big snekaker head although a lil outdated book, still very intresting and many good points
Just started reading this book out has been very informative so far on the inside track of the sneaker business.
Awesome book with a lot of inspiring and insightful content.
Let me start this review being a little critic; it is a great book if you're open to understand how this industry works...but to be honest here we're missing the critic and internal discussion parts. It is the story of an entrepeneur and how he built his dream.
Used in conjunction with Strasser and Becklund's much more meticulous and detailed 'Swoosh' and such volumes as Geoff Hollister's 'Out of Nowhere', this is useful for a sense of balance and perspective. On its own, it falls short of the kind of detail one expects from a corporate history.
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