Just Do It: The Nike Spirit in the Corporate World

by Donald R. Katz

An award-winning author penetrates Nike--a company of the future, a dream machine that seeks to redefine culture through the power of sports--to provide this portrait of Phil Knight, who pioneered the company from a two-man operation into a four billion-dollar corporation.

Genres: Business, Nonfiction, Sports, Audiobook, Biography, Cultural

336 pages, Paperback

First published January 1, 1994

About the author

Donald Katz is the author of "Home Fires," which was nominated for a National Book Critics Circle Award, "The Big Store: Inside the Crisis and Revolution at Sears," winner of the Chicago Tribune Heartland Prize for Nonfiction, and "Just Do It: The Nike Spirit in the Corporate World." His most recent book, "The King of the Ferret Leggers and Other True Stories," was recently published by AtRandom.com. He is a contributing editor for "Rolling Stone" and has been a contributor to "The New Republic, Esquire, Outside, Sports Illustrated," and "Men's Journal." His work has won and been nominated for several National Magazine Awards. Katz is the founder of Audible, Inc. the leading Internet provider of spoken-word audio.

Reviews

[Kon R. · Rating 2 out of 5]

Keep in mind that this book was written in 1994. The information regarding the start of Nike is great. Michael Jordan gets a lot of attention, so if you're a fan like me you'll really enjoy that. The issue comes from the fact that this book is 27 years old. They focus a lot of the book about what was going on in the early 90's as that was still fresh in the mind of people when it was written. Don't get stuck reading the entire book like me before realizing the age of it. You can easily get all the interesting information by simply reading the first half. This is one of those books that has aged terribly. I wish I read Shoe Dog instead, but now a lot would he redundant.

[Kristie]

Audible freebie

[Girish · Rating 4 out of 5]

A very balanced portrayal of the Nike empire and values. The book is an essential reading for understanding how organizations, brands and reputations are built. Donald Katz writes the definitive version of Nike's story which is balance portrayal of the ups, the downs, the criticism and the personalities.

Written in 1994, the book starts with what Nike is best known for - larger than life sports ambassadors who swear by the brand. Starting with Michael Jordan's retirement - the book anachronistically narrates how a shoe company that started with stars, built products for every sports and how they grew bigger than the products. Through the 1992 Olympics example and Bo Knows campaign we are shown what the product means to the ambassadors - a loyalty companies will kill for.

Phil Knight builds a team which imbibes the value of 'Just do it'. The multiple elements of team Nike are covered in detail including what worked, strategies and the setbacks - product, manufacturing, marketing, talent management and sports development. Nike knows the pulse of it's customer.

The book gives a ringside view of how a multi billion dollar company deals with negative publicity, competition cartels, succession planning, Key resources poaching. Nike has become synonymous with sport and it was not by chance.

A recommended read in the category of business books.

[Tigran Mamikonian · Rating 5 out of 5]

This book is from Donald Katz, who is the founder of Audible (founded in 1995 and acquired by Amazon in 2008). Before founding Audible, Donald was journalist for 20 years and "Just Do It" is one of his business books.

I came across this book, because the corporate spirit of Nike and their way of doing business and marketing have been the subject of great interest for me for last 20 years, just starting from the time when Nike was starting in Europe...

The book provides very in-depth explanation of the values which were used by Phil Knight (founder of Nike, along with his coach Bill Bowerman) to start and develop the company.

Nike is one of those companies which claims to be more than just product-maker, but creates dreams, inspiration and feeling of pain and glory of victory...

Phil Knight was one of the first and clearly the best businessman who could organize marketing of his bland using "brand ambassadors" - people like Michael Jordan, Ronaldo, Bubka, Prefontane and many other sport idols who were acting as best practice examples in their fields.

Knight explains "the Nike heritage," ... "...employees who want to excel at Nike must understand what makes people able to cry and scream with pleasure while watching a game. They must be bull-moose fans-like Phil Knight...."

Phil was very charismatic and understood emotional side of sports inside-out... "...Professional tennis players like Andre Agassi who have played doubles with Knight are often shocked by how seriously he takes the game. "He clearly likes to win," Agassi has observed...."

Of course Knight has a great team, one of which Nike's key negotiators with ambassadors, sports attorney - Howard Slusher. Here is a great quote about Slusher from the book: " As a university student, Slusher came upon the classic sociological study of the role of play in a culture, Johan Huizinga's Homo Ludens, and the book changed his life. Huizinga contended that the increasing absence of the playful invention, spontaneity, artlessness, daring, and "gladness" of games from other aspects of modem culture had caused sports and athletes to become more important in response. Slusher's fascination with the beauty of people at play and the glory of great athletes led to graduate study and a doctoral thesis that compared cognitive behavior and normative responses in an effort to discern whether or not athletes operated in a subculture. Slusher wrote a book called Man, Sport, and Existence: A Critical Analysis while teaching courses in the philosophy and psychology of sports at the University of Southern California in Los Angeles."

It is so representative that Nike's management saw the future of competition of Nike is not Reebok, Adidas or Fila, but such companies as Dysney Land, Apple, etc.

During orientation, new employees receive lists of Nike values: Be flexible and adaptive. Stay lean and mean. Challenge the status quo. Accept that Nike is a big company (but that doesn't mean we have to be slow). Use structure to promote innovation. Manage with courage. Fight any feeling of entitlement. Be humble. We are not preordained to be #1. Live off the land." "There are only three things that can kill this company," Tom Clarke told a group of managers attending a Nike education program. "Arrogance, entitlement, and bureaucracy."

"Structure is necessary, bureaucracy is not" reads one of the many slogans listed in a draft of the Nike "values" and "brand mission" circulating during the spring. "Perfect results count ..." began another oft-repeated line from the statement of company values, "... not perfect process."

One of great quotes from Phil Knight's speeches to investors: "I know that the average Nike employee will not be on the cover of Sports Illustrated, but I also know that without the average Nike employee I wouldn't be on the cover of Sports Illustrated. " Knight stared up into the crowd. "Without the Nike employee, I'm a rumpled suit and a pair of Oakley sunglasses. Without the Nike employee, there's no me. That is why these things are so painful. And that is why I personally hate Paul Fireman, Rob Strasser, and Gib Ford. I hope you can understand that at this moment. "I wouldn't trade places with any company in this industry. I think our opportunities and challenges have never been greater. There is an opportunity to be the first in this screwy industry, to be a true global company. There's two billion dollars worth of sales out there. And I wouldn't say the opportunities are in the international division alone. It isn't enough to just win in Germany and not win in the United States. "Nike is as American as Coca-Cola. Nike's opportunities have never been better.... Let's win."

Also book provides detailed history how Nike was started by Phill and his running coach Bill Bowerman, who undestood in very detail the shoe production process and was mastering shoes for his subordinates. This is great example when a great marketing guy (Phill Knight) combines his efforts with a passionate production guy to create iconic company - Nike.

To summarize I'd recommend anyone who wants to understand how Nike dream was created should read the book. In short, this dream is about the ability of Nike to find and engage the best athletes using the best tichniques of design, video and storytelling... And such marketing activities are done so rhythmically and continuously that every single boy have his own idol among Nike ambassadors - in all major sports... And some boys become so called Ekins - employees of Nike who show by their example that being fit and sporty is cool!

I rate this book 5, because though it lacks a bit structure and stresses to much on negotiations with ambassadors 20 years back... but it is worth, because any company after great product is about the people starting from Bill Bowerman to Michael Jordan...

[Rubal Mittal · Rating 2 out of 5]

Written by Donald Katz: The founder of Audible; this for sure was picked as it was free of Audible, but also because I wanted to learn something about footwears.
The book gives valuable insights into sports marketing and the empire called Nike- a dominant name in Sports especially in USA. I highly recommend the book should have been part of my sports marketing course, back in MBA.
But having said that, this 14 hour long book is structured really badly and is excruciating long for no reason. I know it's a non fiction and I should now expect Katz to give depth to the characters. But just shooting names of people who aren't that famous or belong to bygone era, isn't much of a help.
The three things Katz has been successful in this book is : Teach me how sports marketing is different from normal retail/product marketing. Tell me what Nike spirit and culture is. And get me hooked on to the intriguing personality of Phil Knight. His memoir Shoe dog is definitely on my list now! So this is more of a 2.5 star.

[AlegnaB † · Rating 3 out of 5]

3.0

[Dil Nawaz · Rating 3 out of 5]

Just Do It" by Donald Katz is an insightful and engaging book that chronicles the rise of Nike, one of the world's most iconic and recognizable brands. Through interviews with key players and extensive research, Katz provides an in-depth look at the company's history, strategy, and advertising campaigns that have helped it achieve success.

The book starts by detailing the origins of Nike, tracing the company's beginnings back to a handshake deal between Bill Bowerman and Phil Knight, two track and field coaches at the University of Oregon. Katz recounts how the two men turned a small startup into a global powerhouse, facing numerous obstacles along the way.

Nike faced fierce competition from established brands like Reebok and Puma, but Katz shows how the company's innovative design, marketing, and endorsements helped it stand out in a crowded marketplace. Katz also delves into the controversies that have plagued Nike over the years, from sweatshop allegations to athlete doping scandals.

One of the most compelling aspects of the book is the way Katz explores Nike's unique approach to business. Rather than simply focusing on making high-quality products, the company has always been driven by a desire to create a brand with a distinct identity and emotional appeal. This has involved everything from investing heavily in research and development to collaborating with artists and musicians on ad campaigns.

Another key theme of the book is the way Nike has cultivated a loyal following among consumers, particularly in the sports world. Katz explains how the company's sponsorship deals with top athletes like Michael Jordan and Serena Williams have helped create a "cult" around the brand, with fans willing to pay top dollar for Nike products.

Katz examines some of Nike's most famous ad campaigns, from the "Just Do It" slogan to the "Bo Knows" commercials featuring Bo Jackson. He shows how Nike's ads have been both a reflection of and a driving force behind the company's success, helping to shape the public's perception of the brand.

"Just Do It" is a fascinating look at the rise of Nike and the factors that have contributed to its success. Whether you're a businessperson looking for insights into a brand building or simply a fan of sports and advertising, this book is well worth a read. As Katz writes, "Nike has become more than just a company that sells shoes - it has become a cultural phenomenon, a symbol of power and success, an embodiment of the American dream."

Rana Dil Nawaz.
Karachi, Pakistan.
https://ocdil.blog

[Vivek · Rating 3 out of 5]

Hooter: A journalist's version of the rise of Nike as the father of Sports marketing and the enigma of Phil Knight

Whilst Shoe Dog is all about Phil Knight, Just Do it is all about the larger than life celebrities revolving in the Nike universe, many of whom Nike helped build their image starting with Michael Jordan. This book was written in 1994, so a lot of the current stuff in the book is already a few decades old and that shows. The book starts with a high with how Nike seems to get all its dice rolling up to 6 everytime and how they change the whole sports marketing space which was so prevalent already by the time I could make sense of the world around me that I assumed it was the norm since time immemorial only to realise it was all Nike's doing starting in the 80s where every inch of real estate (and now every pixel ) had a price to it. The Olympics controversy makes for good reading so do the initial drafts and the inner workings of Phil Knight and how he was perceived by Ekins (Nike freshers).

Another interesting reading is how everyone in Nike would breath the Just Do It phenomenon and the campus lifestyle. The book then brings in characters probably pivotal to Nike ethos but don't add value to the casual reader who isn't writing a thesis on Nike. I am sure for folks working in Nike, the evolution of the culture and key stakeholders makes for great reading.

The history and how the various competitors came into play along with how Nike literally stormed the world of sports one step at a time make for interesting nuggets and insights.

Overall an interesting first half and a middling second half almost similar to Nike's journey.

[Jason Vicknair · Rating 2 out of 5]

Katz aims to delve into the culture, history, and ethos of Nike, but it falls short of delivering an engaging or insightful narrative. It was hard to get thru to be honest and took much longer to finish than normal for me.

While the book captures the energy and ambition behind Nike's rise, it often feels disorganized and overly focused on corporate jargon. Katz spends a lot of time detailing the company’s marketing strategies and internal culture, but the storytelling lacks depth and fails to humanize the brand or its key players. The writing is dense, and the anecdotes, though occasionally interesting, don’t consistently hold the reader’s attention.

Another issue is that the book sometimes comes off as overly promotional. Instead of providing a balanced perspective on Nike’s journey, it leans heavily into glorifying the brand, glossing over controversies or challenges the company faced. This makes the narrative feel one-sided and less credible.

For readers hoping to uncover meaningful lessons or captivating stories about Nike's journey, this book may disappoint. While it contains some interesting tidbits, the lack of cohesion and critical analysis makes it a difficult and unsatisfying read.

2/5 stars. There’s potential in the subject matter, but the execution leaves much to be desired.

[Donovan Moloney · Rating 4 out of 5]

Nike is constantly manufacturing meaning for the masses through sports stars. It designs gods and goddesses for athletic endeavors. The ordinary and freakishly talented obsessives are rocketed into larger than life hero statues with immense power and noble personalities. Nike accomplishes this while maintaining a pragmatist agenda. The slogan should read "whatever works" rather than "just do it". Phil Knight is an opportunist with the best of intentions. He may actually believe in the great American fitness revolution mythology or may just be interested in creating it to sell more shoes. Either way, if you have ever wondered why there are so many check marks dashed across the shoes of passers by than read this book. It reveals the diabolical shrewd business sense of idealistic propaganda ad campaigns.

[Drew · Rating 2 out of 5]

I picked up this book to add to my collection of business books but it doesn’t really fall into that. Rather than get into the business and how Nike is different other than the others it really is more of a corporate history. It goes a bit into the sports marketing and corporate culture but it primarily focuses on Nike’s history and major players from inception to 1994, so it’s not very enlightening from a business standpoint. In addition the author often jumps around from year to year rather than going chronologically so that he ends up repeating himself some times. If you like marketing or Nike this is probably a good book for you, otherwise you can probably skip it.

[Tim Jin · Rating 2 out of 5]

I would probably had bought this book despite getting it for free from Audible. I enjoy nonfiction and business topics. "Just Do It", Phil Knight's story on how he build the shoe company was interesting, but it also felt like a 14 hour ad campaign on their athletic wear. The constant endorsements from superstars, promoting their shoe product was a bit draining to listen to. Donald Katz has done a very poor job at explaining the business side of Nike. He didn't go in depth with the company. Just too much sports celebrities jumping on the bandwagon.

[Vedvrat Shikarpur · Rating 2 out of 5]

This book was available as a freebie on Audible, and so it was sure to be in my list. Although it starts off strong with the storyline on Michael Jordan and Nike marketing, it gets extremely boring and repetitive thereafter. The focus is more on marketing Nike than teaching something about Nike's strategy. Also, if you are not from USA, the sports or the athletes spoken of are largely unknown, making it difficult to tune in.

Can be missed unless you're really interested in Nike and its marketing.

[STACEY BRUZZESE]

While this book is dated and leaves readers to research further the years following 1994 to present day, it's still a wonderful "can do" story. As a marketing person, and a Nike lover I enjoyed stories of innovative ideas and a willingness to take chances exuding from Phil Knight. I especially loved hearing MJ's story, as I grew up watching him become the "greatest" of all time. Worth the read.

[Alok · Rating 3 out of 5]

Its a very detailed history of events that led to Nike being what it was back in 1994, the people, the culture, the ideas and most importantly the contemporary situation and sentiment are very well documented by the author. But it gets boring without question. Unless you have a good reason why you want to study about this firm, I would not recommend it to anyone.

[Nancie Lafferty · Rating 3 out of 5]

Interesting survey of Nike, the culture of the company, and its phenomenal growth. The book is not up to date, as it was written the 90s, so it leaves the reader hanging as to what happened after Michael Jordan retired. It’s amazing how America went from a kid maybe having one pair of sneakers or tennis shoes to brand name sports shoes defining who was cool…

[Arjun · Rating 5 out of 5]

Nike...Just Do It.

The slogan are last 3 words of a to be hanged person, but Phil Knight brought life into them.

It is the story of building Nike Lifestyle. They never talked about selling product, they sold dreams to millions. They sold lifestyle to millions.

[Sumit Srivastava · Rating 2 out of 5]

It seems like the author was paid to write a propaganda for a book. I have finished almost half of it, still continuing to believe that small nuggets so sparsely spread are still worth it. I don't think I would ever be able to finish this one.

[Aditya Jain · Rating 4 out of 5]

A great book to learn how the empire was built, as it was written long back, some of the things may not be relevant. But the learnings are still relevant and provides an insider view into the minds of people.

[Sunny · Rating 1 out of 5]

this book was so boring that it took me ages to finish it. it's just an endless strand of names and events.

[Peter Stangel · Rating 4 out of 5]

Good stories about Nike culture and focus in athletes

[Jai · Rating 4 out of 5]

Now i understand why nike is so different in the product and the spirit. Definitely gives interesting insight on the way a corporate worked.

[RINTO JOSE · Rating 4 out of 5]

Creation of a brand

[Zoe Degen · Rating 2 out of 5]

Not a bad book, just not my kind of book

[ravi · Rating 3 out of 5]

The narrative doesn't give much inspiration.

[Vivian Maher · Rating 2 out of 5]

Listened in on this one. Hard to follow and found it fairly interesting. Not one I’d recommend I expect to many.

[Vishwanath Rathod · Rating 2 out of 5]

Can read just for information on footwears industry and whatever was happening in 80s/90s. Nothing much to offer beyond that.

[Santhosh Kumar CT · Rating 4 out of 5]

Extremely impressed by the way Nike started, operated since the beginning. The top leadership always put in efforts to differentiate them . And the DNA of an organisation is its top leadership . They make or break the company :)

[chandradhar cherukuvada · Rating 2 out of 5]

-Just felt like a 14 hour ad campaign as one of the other reviewers mentioned. Names and years come and go without any character buildup and also abrupt timeline changes. So it is difficult to keep track of whos who and what is happenning.
- nike is shown to be the life changer and flag bearer in improving economies and lives by providing jobs in asian countries and also boast about the very good working conditions in asian sweatshops - really? supported by statements like why dont they write about low wages by reebok? - is that a justification?
- i cudnt find anything about business policies or how the brand developed apart from bribing the coaches, expensive ad campaigns and always talking about how great the brand is.

Atmost one time read. It is too boring and purpose less even for nike fans.

[Nasser · Rating 5 out of 5]

This Book is about the company Nike from the corporate point of view. I decided to read this book because everyone knows nike for sports wear with shorts,sneakers and shirts but Does everyone know about Nike from the business standpoint. I think that this book was very helpful because it told us the money it takes for nike to make the products and what happens when sales are good or bad. This book also says how nike makes their decisions for certain products. I was really interested with this book that i actually am thinking about maybe working for nike or a sports company like that from the business view point. So overall i really like this book and recommend people who wear nike or are interested in this type of corporate thing to read this.