MULO Brands With Soul July Pick: NIKE

“Just Do It” is the NIKE tagline. It’s been around since 1988, and it also captures the brand’s view toward giving back and building a positive company culture.

The brand is our July choice for a Brand with Soul. Or, perhaps it should be Brand with Sole, although the footwear manufacturer has expanded to include way more than athletic shoes.

The MULO (multi-location) company has approximately 300 stores in the U.S. (more than 1K worldwide) and employs nearly 80,000 people.

“If you have a body, you are an athlete,” declares NIKE in its corporate mission. That reflects its commitment to inclusivity and empowerment, engaging anyone who wants to become stronger and healthier.

Capturing the company’s commitment to its employees and the world around it, NIKE goes on to state on its website:

“Today, our mission comes to life through key focus areas: We work to ensure each NIKE employee and future talent has what they need to succeed. We are redefining sport for the next generation, so all youth have an opportunity to play and achieve their greatest potential. We are innovating and scaling more sustainable solutions to help protect our planet. And we champion a transparent, responsible supply chain so people can thrive.”

NIKE invested $2M in 2023 to transform parks and schoolyards in underserved communities and, as far back as 2009, partnered with (RED) to fund HIV treatment and prevention in Africa. But the brand’s philanthropic and community efforts are ongoing. Their employee-led program, the Nike Community Impact Fund (NCIF), is a core part of their give-back strategy.

With a commitment to sustainability, NIKE created a “Move to Zero” program and provides opportunities for consumers to upcycle and recycle used footwear. This also creates a reason for consumers to visit brick-and-mortar stores.

Speaking of its phygital footprint, NIKE’s store in New York City is a truly immersive and digitally powered experience. The five-story, 55,000 sq. ft. location is far from a conventional shoe store or athletic wear destination.

Generating about $50B in annual revenue, NIKE is proof that a big brand can have soul, staying power, and profitability. They are clearly winning at the game of MULO retail.

For more trends and facts about the phygital MULO world, please join us at Street Fight LIVE on September 30th in Los Angeles.