Image via Complex Original
Without collaboration, Nike wouldn't be the monolithic sportswear brand that it is today, and CEO Mark Parker knows this. Whether it's a project with a fashion designer or working with another company to create new technology, collaborative thinking is at the core of Nike's brand ethos. In a recent interview with Hypebeast, Parker discussed this subject at length.
The complete interview can be read here, but these are the keys moments from the talk.
Collaboration is what inspires Nike.
"There’s a more personal benefit to Nike that’s harder to measure. Being open and curious to the world through collaboration is a way to nourish and inspire our own creative culture," Parker said.
The athlete is Nike's most important partner.
"Let’s start with the athlete, Nike’s original and most important collaborator. To us, everything starts with the insight. That’s why we work with the deepest roster of athletes, to gain the most profound understanding of what’s needed to perform," Parker said.
Collaborations can go wrong.
"One way a collaboration can go wrong is if your connection is inauthentic or overly prescriptive. Our collaborations aren’t transactions. They are relationships – ones that have been built over months or years before they even come to fruition. You really have to be passionate about the same parts of the universe for any partnership to work," Parker said.
Collaborations are about making things better or interesting.
"We go into any creative relationship with an open mind, and I hope our partners do the same. Regardless of how we get there, the most important outcome is that we make something better or more interesting," Parker said.
Collaborations are why our lives are getting easier.
"Collaboration among individuals, brands, and industries will only continue to accelerate as technology facilitates and enables greater connection in real time from anywhere in the world. It’s why we’re experiencing such an unprecedented pace of innovation in every aspect of our lives. It’s clear to me that if all the ingredients are right, collaboration can help shape your vision of the future and get you there faster," Parker said.
