How Nike adapts ‘Just Do It’ to work across cultures

This article reveals how Nike, the sportswear brand, successfully adapted its core brand proposition of 'Just Do It' to very diverse cultures.

How Nike adapts ‘Just Do It’ to work across cultures

William Landell Mills TNS

This case study explores how a set of cultural codes that TNS Qualitative developed can surface cultural differences, and guide brand communications. We focus on a contrast between the US and China to help explain what the codes mean at a general lev

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