Nike’s mission statement is "To bring inspiration and innovation to every athlete in the world." The mission statement goes on to say "if you have a body, you are an athlete."
Nike's positioning revolves around serving athletes, growing its business and being a source of inspiration. These strategies are at the center of its business model and marketing strategies. They project an image of a socially responsible company that takes special care on issues involving the environment, sustainability and labor rights for its workers. Nike reports that its spends millions of dollars on charitable initiatives and is making a positive difference around the world.