The Nike Story? Just Tell It!

Whether it's Bowerman Drive (which leads into the Nike campus), the Joe Paterno Child Development Center (named after the Penn State football coach), or the Bo Jackson fitness Center, every aspect of Nike's headquarters reinforces its heritage.

Tell Your Story to Your Customers

Nike's corporate storytelling does not end with its employees. "Ekins," for example, are responsible for telling the Nike story to salespeople at the Athlete's Foot, Foot Locker, and other large retailers that carry the Nike product line.

Why? "Because when people understand why we exist, what our foundation is, and who we are today, then they understand that all of our products are still rooted in improving an athlete's performance," says Ekins training manager Dennis Reeder. "It's no different from how it was when Bill Bowerman was in his workshop, tinkering and crafting shoes for his athletes at the University of Oregon -- only now we're doing it on a much larger scale."