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Two of them are, “It is our nature to innovate”, and, “Be a sponge” Waite, 2014. The first one says, “The company sees innovation as one of its core organizational competencies” Waite, 2014. The second one says, “Employees at Nike are encouraged to be curious and open to new ideas, whatever their source” Waite, 2014. These two maxims and the other nine represent everything the company stands for. The goal is for these maxims to guide employees at any level as they work with and represent the company. Athletes are considered to be Nike’s biggest influence due to their pursuit of growth and change. It is a powerful influence because Nike is a company that is pursuing the same thing. “Athletes and Nike designers fuel each other’s creativity when they work together. In 2008 Kobe Bryant and Nike’s Eric Avar designed the KOBE 9, which featured technology that made for a lighter weight and better fitting shoe” Lebowitz, 2015. A strong relationship between a company and their customers has the power to drive a company’s success and the customer’s loyalty to their product. Nike does extremely well embodying situational management style through Parker. simplifying the different geometrical shapes / areas.

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