Nike: Unapologetically Authentic

Traveling through the World Headquarters of Nike, one cannot help but be inspired. From innovative spaces and more than 75 buildings named after renowned athletes to the 281 bronze castings of key figures in Nike history that line the walkways, the whole campus reveals the type of community they are: devoted, connected and authentic. 

I had the unique opportunity to tour their 286 acre campus with 20 undergraduate students as a part of the SMU Cox Career Management Center's first ever Marketing Trek to Portland last month.

While the WHQ tour was impressive, it was the informational panel with Nike business professionals that stole the show. SMU Alumnus Mark Lau arranged and moderated an intimate Q&A for students with his fellow Nike Marketing rock stars: Anna Florzak, Alex Lebow, Jordan Rogers, and Amber Rushton. It was refreshing to see a relatively young group of directors hold such incredible titles and responsibilities. Not only did they wholeheartedly give their time, talent & insight, but also their collective message about the importance of hustle, perseverance, and commitment was golden for the students to hear. My heart skipped a beat when I saw students and panelists huddled around a leather couch, actively discussing how to engage customers. 

This was not your typical, off-the-shelf industry expert panel. This was special because it was real.

This wasn’t the first time Nike stole my heart. As a child of the 80's, I grew up watching Michael Jordan. For me, MJ personified their slogan, “Just Do It.” Since then, their inspirational tagline has become my personal rally cry. I can overcome any obstacle that life throws my way.

While “Just Do It” has been inspiring audiences for decades, Nike’s new marketing campaign Juntas Imparables (“Unstoppable Together”) is deliberately focused on empowering Latinas. As the first ever Nike Women’s campaign in Mexico, a country that is well-known for its machismo, Juntas Imparables shows how the challenges of being female are no obstacle for those intent on achieving their goals. 

Quite honestly, I’ve never played a sport yet I’ve had this film on steady repeat since it aired. I just can’t get enough of Nike’s portrayal of Mexican women as passionate AND powerful. It is messages like these that truly resonate with me. This is exactly what I enjoy most about working with Fortune 500 companies like Nike. 

 They are unapologetically authentic. 

In fact, the sportswear giant recently announced its investment in management training and recruiting programs to place more women and minorities in leadership positions. Nike is requiring 10,000 managers worldwide to undergo mandatory diversity training and unconscious bias awareness training for all employees. 

I had the privilege of meeting with dynamic leader, Manny Espinoza, during my visit. In his role as Director of Global Strategy & External Partnerships, he champions diversity & inclusion, and leads efforts to recruit, retain, and advance top talent. Nike has an uncompromising focus on human potential and diversity professionals like Manny are committed to fostering an inclusive organization. Manny believes (and research shows!) that by embracing differences, we empower workforce and drive business results. 

Also on Nike’s D&I team is superstar Enrique Ruiz. Enrique is the epitome of extreme grit and empathy. He is literally mapping the world to help build and develop a diverse and inclusive workforce at Nike, searching for untapped and underserved talent pools. 

Because of individuals like Manny & Enrique, Nike Talent is fulfilling its vision to create a world-class program where access and opportunity are available for all communities without pretense.

Witnessing first-hand the reason why Nike continues to dominate the retail industry was a fantastic way to spend a rainy Monday. When’s the next trip Brandy Dalton & Lisa Tran?#leadership #talent #diversity #inclusion #justdoit #nike #changingtheworld

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Ana Rodriguez is the Director of the Latino Leadership Initiative, a national center of excellence at the SMU Cox School of Business designed to help meet the nation’s growing need for diverse corporate leaders as demographics evolve.