Nike Artifact Analysis

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Introduction
A wise philosopher by the name of Alan Watts one said that to master anything, the foundational principles must be understood and perfected. At Nike, the original idea behind the company’s creation is still emphasized today; that is thanks to the foundation set by the creator Phil Knight. This original idea was to simply innovate the running shoe for total dominance. Today, they dominate not only the running shoe world, but the entire sports apparel market; globally. So how did it all begin? In 1964, the company’s founders set up shop at a track meet in the back of an old Winnebago. This shop consisted of pre-made shoes and a waffle iron. With this waffle iron, they would mold the bottom of shoe soles to grip the track better. …show more content…

The definition of an artifact, per dictionary.com, is: “an object made by a human being, typically an item of cultural or historical interest”. An artifact can also be defined as, “something characteristic of or resulting from a particular human institution, period, trend, or individual”; per to Merriam-Webster. This paper will include the many ways in which Nike conveys such meaning through various artifacts. Whether aimed towards their employees or their customers, there are many in which are worth …show more content…

Tiger, today, has his own line called “TW”. When people buy his shirts, they embody and represent all his accomplishments throughout his career by wearing that logo. The same goes for all the other great athletes Nike sponsors; Leo Messi, Ronaldo, Michael Phelps. These sports figures bring validity and trust to the brand that is unexplainable by words; only explainable by emotions and feeling. Such great athletes help turn this brand into a way of life, one that both the consumer and the employee live by. For the employees, though, this way of life is represented by what Nike calls their “Eleven Maxims”. These maxims serve as an important artifact to the company and its employees, and consists of commandments that include the foundational principle of the importance to innovate. That principle is number one, being: “It is our nature to innovate’. Following it are phrases such as, “the consumer decides”, and “do the right thing”, as well as “master the fundamentals”. This list is memorized by all the employees, promoting a shared atmosphere of ambition and

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