Maxim #2. Nike is a company. Maxim #1. It is our nature to innovate. Nike is a big company. We call it Nike Inc.

, and it lives in many worlds: products, sports, media, entertainment, lifestyle and retail. Our position allows us to create growth in any or all of these industries. And we will. Maxim #5. The consumer decides. Consumers are more sophisticated and educated in their buying behaviour than in any previous generation. There are two paths to success with them. First, listen intently to find out what is meaningful in their lives. Then, provide a product that is useful on a practical and an emotional level.

Maxim #3. Nike is a brand. We call it the Swoosh design trademark. A little red design that is the symbol of global leadership in sports product and attitude. Internally the Swoosh design is our incubator for great research, design and development, and the machine to get that thinking on the athletes of the world.

Maxim #4. Simplify and go. ! State your position clearly ! Trust the expertise of others ! Asks questions when you don't know ! Ask questions when you do know ! Demand cooperation ! Believe in dreams Maxim #8. Do the right thing. Take responsibility. Embrace the truth. Participate in and help shape our evolution as a global citizen. Seek diversity. Look for things that make us better. Drive sustainability. Create zero waste.

Maxim #7. Evolve immediately. Amplify what is good, change what isn't. Here are some examples: From elite sports big Athlete icons Exploitative Isolation consensus To active life big and strong fast athletic heroes supportive alliance courage

NIKE MAXIMS
Maxim #6. Be a sponge. Look around you. There are great ideas lying around like diamonds in the dirt. The brightest are those you see out of the corner of your eye. Watch, listen, ask questions, think, evolve. An open mind can lead to great discoveries.

Maxim #9. Master the fundamentals. The great ones accept no substitutes. The commitment to excel and unwavering focus on process is at the root of superior performance. We're a big company, incredibly complex yet able to deliver at a level and pace that others won't even attempt. None of it is easy. It requires constant vigilance and refinement of the machine. Without it, nothing else matters.

Maxim #10. We are on offense. Always. Our playing field is constantly changing. Sports are becoming more integrated in people's lives while becoming less organised. Consumers are smarter than ever. This is great for Nike. Now is the time to be aggressive. Seek out smart partners. Focus on results and less on appearances. Act like you are a part of a smart, strong, courageous and innovative company, because you are.

Maxim #11. Remember the man. His name is Bowerman. It's German for "builder man." He did more to shape athletics and Nike around the world than any three people combined. Strategically eccentric. A natural motivator. Complete in his understanding of sports and the athlete. Tireless in his pursuit of innovation. There is no book that can give justice to his contribution, no movie that can express his spirit. Study him.