Rationale

Why choose this brand ?

Nike does two things exceedingly well: The first is product design. The second is marketing.

But I'm still trying to wrap my mind around whether or not Nike purposely focuses its innovation on cooler products rather than better products.

Nike goes beyond making sports cool and glamorous and sexy. Nike actually makes us feel that we are part of a community.   A brotherhood/sisterhood. We're athletes. Nike channels that need, that basic component of the human psyche to belong and to feel that we can do something meaningful and courageous and brave and extraordinary. Nike, in becoming synonymous with sport, becomes the vehicle through which we experience our own athleticism.

In short, whether or not we run to the store to buy Nike products, Nike starts fires in our souls. How many brands can claim to do that?

When you buy a Nike product, you are buying into that promise. That image. That culture. When you wear the Nike swoosh, you are making a statement: I'm an athlete. I'm one of them. I'm one of you. You're also spreading the gospel of sport.

The Nike brand completely transcends its products by making them seem like mere tools of the trade. Athletic accessories. Parts and components with which to customize your own athletic experience.