Case Study
Published:
2025
Suggested Citation:
Edward Bevan, Ravi Dhar, and Jon Iwata, "Nike Purpose: How the CEO Uses Purpose to Manage Stakeholder Dynamics and Drive Innovation," Yale School of Management Case Study 25-021, May 5, 2025.
Abstract
Nike describes its purpose with reference to three “Purpose Pillars”: People, Planet, and Play. Each pillar sets targets, tracks progress, and assesses outcomes tied to compensation. This approach helps Nike navigate complex social issues and stakeholder relationships, often translating corporate principles into actionable strategies.