What Nike is also demonstrating, very beautifully, is that they do not just have a purpose (which their website declares to be “To bring inspiration and innovation to every athlete in the world.* (*If you have a body you are an athlete)”), but they have a powerful narrative to go along with it.
Not Just Purpose, Narrative
In fact, purpose and narrative are strongly linked, but not the same thing. We can cite examples of companies that have powerful narratives, but less clear purpose and those that have powerful purpose, but unclear narratives.
Via Gregg Morris, Roy Sheneman, PhD