Spotlight on Nike

It’s a familiar feeling, the urge to lace up your running shoes, get outside and “just do it”— whatever “it” is. We feel it now like we do after seeing a Nike commercial. Nike’s commitment to inspiring others is front and center during the coronavirus pandemic as they donate hundreds of thousands of shoes to first responders, holding itself accountable and motivating others to push beyond the limit.

The sneaker and sportswear giant has already donated over $25 million to support coronavirus relief efforts and has been busy innovating and manufacturing PPE gear to support doctors, nurses and other frontline health care workers during the pandemic. Working closely with Oregon Health & Science University, Nike has developed face shields and other safety gear to protect those who need it most.

“We know that this is a moment in society where the private sector has a major role to play,” says President and CEO John Donahoe. “Companies like Nike need to do our part.”

Accountability is in Nike’s corporate DNA , so it’s no surprise that collectively Nike, Inc. Chairman Emeritus and co-founder Phil Knight and his wife Penny; Executive Chairman of the Board Mark Parker and wife Kathy; and John Donahoe and wife Eileen, have personally donated $10 million to COVID-19 relief efforts.

As a brand that leads with inspiration, accountability and collaboration, Nike represents the core values that should be embraced by our global community during this incredibly challenging time. In other words, just do it.

Update: On June 5, 2020, Nike announced a $40 million commitment over the next four years to support the Black community in the U.S. on behalf of the Nike, Jordan and Converse brands collectively. Michael Jordan and Jordan Brand will also donate $100 million over the next 10 years to organizations dedicated to ensuring racial equality, social justice and greater access to education. “Systemic racism and the events that have unfolded across America over the past few weeks serve as an urgent reminder of the continued change needed in our society,” the company’s CEO said in a statement.

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About Brand Acts of Kindness® 

Brand Acts of Kindness® is a series from Carpenter Group that spotlights companies across industries that are living their brand values in addressing the unprecedented challenges facing the world today.The series initially headlined companies assisting healthcare workers and first responders, as well as communities, businesses and families impacted by the COVID-19 pandemic. We also highlight brands taking the lead in supporting social and racial justice, LGBTQ rights, sustainability and the environment. Their stories show how innovation, resolve and action, built on a solid value proposition, can both strengthen a brand and help create a better world.

About Carpenter Group

Carpenter Group is an independent, woman-owned strategic branding, messaging and marketing communications firm that has delivered results-driven solutions to financial, professional services and technology firms for 30+ years.Our broad cross-discipline experience enables us to craft brand messaging and carry it through to the channels that most effectively connect with our clients’ target audience, from editorial content to advertising to event marketing and more.