What Is Nike's Mission Statement?

The mission statement of Nike, as of 2015, is, "To bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete." The asterisked section of the statement is reported to have been added by co-founder Bill Bowerman.

In addition to its official mission statement, Nike has a set of principles for employee guidance. These "11 Maxims," as they are called, include ideas such as "Simplify and go," "It is our nature to innovate," and "The consumer decides." Employees of all levels are expected to use these principles, as they work for and represent Nike throughout the world.