Nike’s DEI Journey: More Than A Shoe?

The concept of diversity, equity, and inclusion (DEI) in large organizations comes to the forefront when considering their brand strategies. In my recent blog post, I delved into the success of Selena Gomez’s Rare Beauty, attributing its triumph to effective DEI marketing strategies that emphasize core values from the brand’s inception. Initiating a brand with a clear set of values fosters success in representation and inclusivity. While newer brands like Rare Beauty actively incorporate DEI into their platforms, it prompts the question of how well-established companies, such as Nike, integrate DEI strategies into their marketing after years in the industry.

Growing up in Oregon, Nike holds an esteemed position as an “elite” brand due to its founders’ significant influence, including ties to the University of Oregon. The geographical roots often shape a company’s values, and Nike has stood out as one of the most inclusive companies from the start. Over the years, I’ve witnessed Nike’s continuous efforts to diversify its advertisements and media content, providing a more comprehensive representation of people than many other long-standing companies. Visiting Nike’s website (Nike.com), it’s evident that their marketing strategies feature models of diverse shapes, sizes, ethnicities, and ages on the homepage. This commitment to inclusivity and body positivity has evolved over the years, making Nike a brand that caters to all active bodies, regardless of size, in my adulthood.

From a business perspective, there are several benefits tied to a company’s commitment to diversity and inclusion, including improved performance outcomes for consumers and workers, enhanced group processes, and increased productivity. Nike’s marketing strategies, showcasing a diverse range of individuals in their ad campaigns, likely contribute to different levels of achievement in racial and gender diversity. On an economic level, workforce diversity often mirrors consumer and market diversity, leading to advantages such as product development, consumer confidence, increased marketability, and revenue growth.

However, even for a well-established company like Nike, there’s always room for improvement in the realm of DEI and inclusivity. To make a more significant impact, Nike should go beyond representation on its website and focus on taking tangible actions. While the company has embraced diverse cultures in its ads, there’s an opportunity to amplify the impact by incorporating action-oriented initiatives, clear calls-to-action, and easily accessible support and education resources. By changing the narrative through representation and meaningful actions, Nike can provide another avenue for individual voices.

Nike, with its global influence, has the potential to create societal change beyond mere representation on websites. While the brand acknowledges the importance of individual voices and stories, there’s room for exploration in using its platform to challenge societal norms and deliver more than just expected representation. The aim is to witness Nike leverage its influence to push boundaries and contribute meaningfully to societal progress.

To read my own personal testimony on how Nike has influenced my life personally, Click Here.