In this insightful narrative, Nike's former CMO shares valuable lessons and experiences from his three decades with the company. Readers will discover how Nike not only expands its reach but also strengthens its connections through innovative and authentic messaging. A recurring theme is that all progress originates from ideas, with limitations imposed only by the organization itself regarding personnel, experimentation, and data. Hoffman argues that, in the era of big data, numbers often hinder creativity. Joining Nike at a pivotal moment in its evolution, he initially absorbed the company's culture and best practices before integrating his unique perspective into the boardroom. As one of the few Black executives, along with his background in fine art, he contributed significantly to shaping Nike's iconic brand and led several high-profile campaigns throughout his twenty-seven-year career, from intern to Chief Marketing Officer. For Hoffman, the fusion of art, sport, and commerce was essential in crafting the messaging for each product. Despite the diversity of campaigns, they consistently fostered an emotional connection between products and consumers. Nike excels at this, and Hoffman reveals the strategies behind their success.
