The movie "Air: The History Behind the Logo" tells Nike's victory in becoming Michael Jordan's sponsor, exploiting corporate culture and the power of brands. The movie highlights the influence of Nike's values throughout the journey and emphasizes how tangible values guide behavior and decisions. Everyday examples illustrate how values shape personal and business life, from raising children to relationships with employees and suppliers.
The discussion between Sonny Vaccaro and Philip Knight about Nike's principles shows how these principles were crucial to the success of the Nike-Michael Jordan relationship, including the value of change and challenging rules. The idea that "doing right" generates profit is exemplified by sharing revenues with Jordan's family.
The movie also highlights that international and external changes challenge culture, experience evolution of values over time. Core principles are reassessed, reflecting Nike's new purpose, such as female athletes. The core message is that winning requires a balance between business and challenges.
