Dear Nike,
Thank you for Nike Mind — Mind 001 and Mind 002.
For the products yes, but also for showing how innovation can serve to drive brand meaning and equity, as well as sales.
It’s bold. It’s new.
And while I’m not sure if Mind 001 and 002 will be big sellers, that doesn’t really matter.
You’ve created something that shifts the way people think about your brand.
You’re saying: We don’t just make shoes. We push boundaries. We care about the mind as much as the body.
It’s a super-clear proposition.
But even more than that, it’s a long-term play for brand equity.
Nike Mind may not generate huge numbers today, but it will affect how your brand is perceived for years to come.
As a consumer, I may not pay £79.99 for the pre-game mules. But I’ll certainly have you at the front of my mind next time I need a new pair of trainers.
Because Innovation Equity trickles down into Brand Equity.
And internally, this innovation does something powerful too.
It excites and motivates your team. Matthew Nurse, Nike’s Chief Science Officer, says it best: “This is just the beginning. Once you understand how sensory feedback influences focus and recovery, that insight can shape everything – from training shoes that calm pre-competition nerves to recovery slides that help reset the mind after. We're at the starting line of an entirely new field.”
That’s not just exciting for customers; it energizes employees, showing them the possibility of what could come next.
So, Nike, thank you for reminding us: true innovation isn’t only about chasing big numbers, although of course that’s highly desirable.
It’s also about building a brand that stands for something bigger. Something that pays off for years to come.
Thanks again,
Ned