A Lesson From Nike...

In a story reported by the Associated Press yesterday, the Nike company (Swoosh!) unveiled a new shoe (Wow, surprise. They're a shoe company.). Okay, what is particularly noteworthy about the unveiling of this shoe is it's the first time that Nike "has designed a shoe for a specific race or ethnicity".

The shoe design is the result of Nike's effort to promote "physical fitness in a population with high obesity rates". The Native American population is currently facing growing health issues, similar to those seen in other ethnicities such as African Americans, that are directly related to obesity.

Nike researchers and designers took into account general characteristics of the feet of Native Americans after researching individuals representing 70 different tribes across the United States. They came up with a wider shoe design that also accommodates a taller foot. In addition, specific details were added to the shoe design that relate to Native American heritage including sunrise patters, feather and star designs.

Will Nike make oodles of money from these shoe sales (as if they need more)? No. There isn't a large enough market. In fact, they're selling the shoes wholesale only to Native Americans, and dumping generated profits into tribal programs. So, why did they do it, and why should we care? In a word, branding.

Nike is taking specific action to help bring attention to and address issues of a small, and often ignored population. They are elevating the level of attention to the Native American constituency; one that very rarely gets the focus or attention they need. In doing so, Nike is branding itself as the conglomerate with heart. So, what difference does it make you ask?

The next time you or I or any number of people shop for the products Nike produces, chances are we may not remember this particular story, but we will remember that Nike did something that they didn't profit from, and they did it because it was a right thing to do. It mattered. And, given a choice between Nike and one of their competitors, chances are we'll choose to purchase the Nike product. That's branding at its best.

My point is (and yes, I always have one), it's rarely the quick dollar that is of most importance or value. In fact, fast money is often “short money”; here today, gone tomorrow. Taking the long view, striving for and being true to long-term vision and goals, that's where you find wealth. And I'm not just talking about money.