EKIN Spells NIKE Enthusiasts (Nike Tidbit)

“EKINs (Nike spelled backwards) are a group of gung-ho Nike employees who started the trend of branding themselves with Nike tattoos. Last fall Nike management brought three tattoo artists to campus, and about 30 people got the Swoosh tattooed on their legs, according to a former employee”- Josh Feit, The NIKE PSYCHE

In researching a role I will be auditioning for this week, I stumbled upon a story of interest about ye ‘ol Nike; the super-conglomerate that some runners make a point of brand-bashing.

My role: Nike Ekin Shoe Tech

What the hell is a Nike Ekin Shoe Tech?!

Let me explain.

It’s the late eighties, Nike morphs from shoe manufacturer into sport focused and ideology driven cartel. How did Nike make this transition, and more importantly why was it successful? A groundbreaking program for new Nike hires was set forth; a nine-day Rookie Camp at Nike headquarters in Beaverton, Oregon that’s agenda was to combine the sales person with the technical rep.

“New Nike hires who joined the Ekins program received extensive training about the technology of the shoes, as well as the Nike philosophy. The Ekins team members then went into their assigned markets and provided sales consulting services to sport stores, educated orthopaedic doctors at a highly sophisticated level about how Nike shoes helped prevent injuries, organized sales clinics, and road shows, and interacted with athletes during weekend competitions. Anything they learned was filtered back to Nike headquarters to guide research.” – Aaker and Joachimsthaler, BRAND LEADERSHIP

As one might think, this was revolutionary and is now what glues Nike employees together, has them believing in what the make/sell, has them tattooing the Nike swoosh on their ankles! As for the questionable fair treatment of overseas employees, U.S. Nike colleagues believe in Nike’s aim for a greater good (read more).
I am feeling a little better about my Nike Air Zoom purchase, I feel like someone cared HOW they worked, not just how much I would have to pay for a good shoe. Now I am trying to come up with a story line for my role…that is funny, thinking a Carol Burnett-esque approach will be appropriate.

*Extra Reading: The Nike Story

Chow,

-Betty
 

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