just do it!

My boss once lent me this book on Nike's corporate culture, and it gave me pretty good insights on how their company works and how companies that effectively use the media to their ends could affect my way of thinking as a consumer. Back in 2004, when I was cruising Harajuku for rubber shoes and sneakers, it was always Nike that I deemed the No.1 brand. Now I know why.

Ronaldinho, Tiger Woods, Roger Federer, LeBron James, Maria Sharapova, Lance Armstrong and Rafael Nadal are now all getting multi-million dollar deals (even more than their sports salaries or prize money) from their partnership with Nike. Therefore, they are loyal to Nike. They were also chosen to represent the "Nike Way of Life" which often translates to going all the way, winning and facing up to one's opponents and doing it.

Nowadays, it is common for other brands like Adidas or Reebok to have celebrity sports endorsers. But the original idea of it, that rewarding and glamorously building up of talented sportspeople in almost all kinds of sports into ICONS all started with Nike's Phil Knight and Michael Jordan.

Here's a pretty cool commercial for this marketing champ.