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Just Do It: The Nike Spirit in the Corporate World

Donald R. Katz

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Summary

Donald Katz reports on Nike’s business and culture during a seventeen-month period that began around the 1992 Olympics and ended in early 1994. He follows the company’s executives and operations while exploring its commitment to athletic performance and its powerful public image. Marketing, celebrity athletes and endorsement agreements form a central part of the account, alongside the work inside the company that helped produce that image.

  • SourceJust Do It — licensed Google Books catalog · Adams Media, 1994; ISBN 9781558504790; book description
  • SourceJust Do It — Kirkus Reviews · Review; release date June 1, 1994; seventeen-month reporting period

Why read it Our view

The book gives founders a view of how an athletic mission, internal culture and public marketing worked together at Nike. Its reporting can help you examine the gap between the image customers see and the work inside a company.

Written about

  • Phil KnightBiography subject
    Drucker’s 1994 review identifies Knight as a subject who helped Katz gain access to Nike.
    Source