'The marketing genius behind Nike . . . Greg Hoffman has inspired me tremendously' Steven Bartlett, author of Happy Sexy Millionaire

How did Nike go from being a small sneaker brand to the world's most revered company?

Why do its campaigns - from 'Just do it' to the famous Nike swoosh - capture the imaginations of millions worldwide?

And what can any founder or marketer learn from them?

Greg Hoffman joined Nike as 22-year-old design intern. Over the next thirty years, he would help craft some of the most iconic campaigns in history - for Ronaldo and Serena, Olympic Games and World Cup finals. Now, he unveils a transformative method that will make any brand more creative: emotion by design.

'Great story, amazing career, so inspirational . . . I couldn't put it down' Chris Evans

'The ultimate playbook to unleash creativity in any team' Jake Humphrey, author of High Performance

'An unforgettable account of a man and a business that never had to try to be someone else's idea of cool - because they had already defined it themselves' Rory Sutherland, Vice-Chairman of Ogilvy and author of Alchemy

'Brilliant . . . Hoffman draws on a lifetime of experience at Nike to reveal how any team can make brand connections stronger' Nir Eyal, author of Hooked

'This book made me smile in my soul' Mary Portas

'Remarkable . . . A distinctive framework that will help marketers and creatives connect with their audiences like never before' Jonah Berger, author of Contagious

About the Author
When Greg Hoffman joined Nike as a design intern in 1992, he had little idea he would end up as the most senior marketer at the world's most-renowned brand. But over the next twenty-eight years, Hoffman would help lead some of the most famous campaigns in history - from the 'Find Your Greatness' campaign during the London 2012 Olympics to the 'Risk Everything' campaign at the 2014 FIFA World Cup. His work would take him from Nike's Oregon headquarters to stadiums, courts, and arenas around the world. And he would ultimately be appointed Chief Marketing Officer, responsible for the Nike Swoosh's brand recognition everywhere on earth. Hoffman retired from Nike in 2020. He has been cited as one of the US's leading creatives by Fast Company, Business Insider, and AdAge. He lives in Portland, Oregon.

Reviews
A brand isn't a logo, it's a story. In this guidebook-plus-memoir, Greg helps us see how a commitment to our creative practice can make any story better. -- Seth Godin
A transformative and intensely personal journey building one of the world's most important, groundbreaking brands . . . A must-read. -- Laszlo Bock, author of WORK RULES!
A gripping insight into the creation of some of the most iconic marketing in history. -- Bruce Daisley, author of THE JOY OF WORK
The marketing genius behind Nike . . . Greg Hoffman has inspired me tremendously. -- Steven Bartlett, author of HAPPY SEXY MILLIONAIRE
So inspirational . . . I couldn't put it down. -- Chris Evans
This is the ultimate playbook to unleash creativity in any team - and in turn effect real, transformative change for you and your company. -- Jake Humphrey, author of HIGH PERFORMANCE
An unforgettable account of a man and a business that never had to try to be someone else's idea of cool - because they had already defined it themselves. -- Rory Sutherland, Vice-Chairman, Ogilvy and author of ALCHEMY
In this brilliant book, Greg Hoffman draws on a lifetime of experience at Nike to reveal how any team can make brand connections stronger . . . A must-read for any marketer, businessperson or creative. -- Nir Eyal, author of HOOKED and INDISTRACTABLE
Reading this book made me smile in my soul, proving that creativity, community and empathy has created one of the greatest brands of our lifetime. -- Mary Portas
Filled with remarkable stories . . . A distinctive framework that will help marketers and creatives connect with their audiences like never before. -- Professor Jonah Berger, Wharton Business School, author of CONTAGIOUS



Book Information
ISBN 9781847943569
Author Greg Hoffman
Format Paperback
Page Count 304
Imprint Penguin (Cornerstone)
Publisher Cornerstone
Weight(grams) 213g
Dimensions(mm) 198mm * 129mm * 18mm