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Just Do It
- The Nike Spirit in the Corporate World
- Narrated by: Donald Katz, Brian Sutherland
- Length: 14 hrs
- Unabridged Audiobook
- Categories: Biographies & Memoirs, Entertainment & Celebrities
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Summary
The protagonist of Just Do It is Phil Knight, a reclusive billionaire who started a two-man operation importing Japanese running shoes and built it into a $4 billion company. Irreverent, unpredictable, and leery of the sports establishment, Knight created the most muscular jock culture in business, a place where employees routinely took two hours at lunch to work out and then strategized late into the night in their holy war against competitors Reebok and Adidas. To outsiders, Nike was a cult. Insiders believed they were furthering the company's mission: to improve the performance of serious athletes.
Not everyone could be a Nike guy. It required a certain attitude. For example: Michael Jordan refusing to wear Reebok at the 1992 Olympics, or Charles Barkley joking about becoming a porn star. In Just Do It, award-winning author Donald Katz shows how Nike created the spectacular imagery and marketing campaigns that made Jordan, Barkley, and Bo Jackson international icons. He also documented Nike's increasingly influential role in the management of its high-priced talent, taking us inside lucrative endorsement deals involving Jim Courier, Andre Agassi, Deion Sanders, Alonzo Mourning, and Pete Sampras as well as behind-closed-doors negotiations with the NBA and the NCAA as it considered a controversial plan for a collegiate Super Bowl brokered by Nike and super-agent Michael Ovitz.
Nike understood the power of imagery and knew how to market those images all over the world. A truly global corporation, Nike relied on capital from Japan to manufacture shoes in Asia sold to one out of every four athletic-shoe buyers in Europe. Katz follows Nike all over the world, taking us from a 19-year-old Korean gluing shoes in a factory, to an advertising wunderkind in Oregon creating the legendary "Bo Knows" campaign, to the fanatical Nike kids who rush into stores the day new shoes hit the street. Along the way, Katz describes the creation and design of Nike shoes, revealing technology worthy of a James Bond movie. He examines the charges leveled against Nike: that the company is exploiting Asian peasants, corrupting younger athletes, and recklessly stirring consumer fever in urban America. He also discusses the corporate spirit and strategies that have made Nike one of the great business stories of the late 20th century.
Just Do It is about the business of sports and the sport of business. It is also the story of a culture in which the sight of an athlete in flight can still evoke awe.
What listeners say about Just Do It
Average customer ratingsReviews - Please select the tabs below to change the source of reviews.
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Overall1 out of 5 stars
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Performance1 out of 5 stars
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Story1 out of 5 stars
- Terrier Mom
- 16-03-18
What were you thinking, Donald?
The narration was terrible. I can't understand how the founder of Audible didn't catch that one. The narrator's voice rose and fell dramatically, meaning that I missed lots of what he said.
I had just finished Shoe Dog and wanted more. But what a difference! This book is a bore. Too wordy, obtuse, zero dialogue... don't bother.
2 people found this helpful
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Overall1 out of 5 stars
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Performance1 out of 5 stars
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Story2 out of 5 stars
- Gavin
- 05-11-19
Long listen
Very boring, way too much detail, narrator sounded like a robot, dated book, but it was free to listen
1 person found this helpful
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Overall4 out of 5 stars
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Performance5 out of 5 stars
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Story3 out of 5 stars
- Konstantin
- 25-05-17
Disclaimer: Book Was Written in 1994
The information in this book regarding the start of Nike is great. Michael Jordan gets a lot of attention, so if you're a fan like me you'll really enjoy that. The issue comes from the fact that this book is 23 years old. They focus a lot of the book about what was going on in the early 90's as that was still fresh in the mind of people when it was written. Don't get stuck listening to it for 12 hours like me before realizing the age of the book. You can easily get all you info by listening to just the first half.
6 people found this helpful
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Overall5 out of 5 stars
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Performance5 out of 5 stars
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Story5 out of 5 stars
- Rick
- 27-04-17
lengthy and detailed: business or pop-culture?
the author's command of language and use of grandiose words helps to illustrate the nuanced life of an entrepreneur who is inarguably the major factor in the development of sports as a business. even though this is ancient history for many , it is told here with lively detail and well chosen examples linked together by subject matter and not mundane chronology. Stunning insight into American entrepreneurship.
2 people found this helpful
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Overall5 out of 5 stars
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Performance2 out of 5 stars
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Story5 out of 5 stars
- Luke
- 26-09-17
surprisingly great read
while I didn't like the guys voice, the book was worth listening too. really liked it
1 person found this helpful
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Overall4 out of 5 stars
- Kindle
- 10-08-17
Awesome
I am impressed with the book and happy. Hope every one like the audible. Thank you.
1 person found this helpful
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Overall5 out of 5 stars
- Anonymous User
- 13-07-17
Nice
Good book. Must listen by every one. Thank you soo much ....... love it .
1 person found this helpful
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Overall5 out of 5 stars
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Performance5 out of 5 stars
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Story5 out of 5 stars
- Chris Fralic
- 16-05-17
Inside look at early 1990's Nike
Would you consider the audio edition of Just Do It to be better than the print version?
It's a perfect companion and follow up to Shoe Dog from Phil Knight
Was there a moment in the book that particularly moved you?
Inside access to the growth of sports marketing in general and the Jordan brand in particular.
Any additional comments?
It's worth full price - and it's free!
1 person found this helpful
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Overall2 out of 5 stars
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Performance4 out of 5 stars
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Story2 out of 5 stars
- Drew (@drewsant)
- 07-05-17
Mostly just a history of Nike
I picked up this book to add to my collection of business books but it doesn’t really fall into that. Rather than get into the business and how Nike is different other than the others it really is more of a corporate history. It goes a bit into the sports marketing and corporate culture but it primarily focuses on Nike’s history and major players from inception to 1994, so it’s not very enlightening from a business standpoint. In addition the author often jumps around from year to year rather than going chronologically so that he ends up repeating himself some times. If you like marketing or Nike this is probably a good book for you, otherwise you can probably skip it.
1 person found this helpful
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Overall1 out of 5 stars
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Performance3 out of 5 stars
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Story1 out of 5 stars
- Annie Burton
- 20-08-21
Not what I expected
For some reason I thought it was like the story of how Nike came to be such a big brand, instead its little stories of other people and how they found the brand, Im not a fan of the brand nor the famous people advertising it, so I didnt like it at all, I really thought it would be a good "how it got started" kinda book but its not that at all.
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Overall3 out of 5 stars
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Performance4 out of 5 stars
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Story3 out of 5 stars
- Keith W. Fridae
- 24-09-20
A bit cerebral.
A bit cerebral, but entertaining his talented writer can make you think deeply about whether or not to buy an ice cream cone. The story has amazing insights into the decisions and personalities that built the Nike empire.
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Overall4 out of 5 stars
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Performance4 out of 5 stars
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Story4 out of 5 stars
- Kayla Bush
- 28-08-20
Great Read!
I really enjoyed reading this book. It really surprised and amaze me how much has gone on at Nike. I also learned a little more about the players that Nike endorses. I would recommend this to my friends