Emotion by Design

Lessons on Creativity from a Life at Nike

By: Greg Hoffman

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Paperback | 2 May 2023

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Paperback
304 Pages

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2.5 x 12.9 x 19.7

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A revelatory guide to creativity in business from Nike's pioneering Chief Marketing Officer

'The marketing genius behind Nike . . . Greg Hoffman has inspired me tremendously' Steven Bartlett, author of Happy Sexy Millionaire

- How did Nike go from being a small sneaker brand to the world's most revered company?
- Why do its campaigns - from 'Just do it' to the famous Nike swoosh - capture the imaginations of millions worldwide?
- And what can any founder or marketer learn from them?

Greg Hoffman joined Nike as 22-year-old design intern. Over the next thirty years, he would help craft some of the most iconic campaigns in history - for Ronaldo and Serena, Olympic Games and World Cup finals. Now, he unveils a transformative method that will make any brand more creative- emotion by design.

'Great story, amazing career, so inspirational . . . I couldn't put it down' Chris Evans

'The ultimate playbook to unleash creativity in any team' Jake Humphrey, author of High Performance

'An unforgettable account of a man and a business that never had to try to be someone else's idea of cool - because they had already defined it themselves' Rory Sutherland, Vice-Chairman of Ogilvy and author of Alchemy

About the Author

Greg Hoffman joined Nike as a design intern in 1992 and rose through the ranks to become Chief Marketing Officer, retiring in 2020. During his 28 years at Nike, Hoffman creatively led three Olympic campaigns, worked with everyone from LeBron James to Serena Williams, and shepherded Nike to greater brand recognition than ever before. He has been cited as one of the US's leading creatives by Fast Company, Business Insider and AdAge.

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