Case study: How good-will gestures improves business

Nike’ s tag line- ‘Just Do It’ is one of the most catchy and popular lines. Nike, has however gone a step further and done something to strike a chord with it’s customers.

Nike once received a note from Matthew Walzer, a 16 year old who and thousands like him love Nike. He however had one problem.  He suffered from cerebral palsy because of which he was unable to tie his shoelaces. His issue, he elaborated, would become more profound in 3 years time, when he would go to college. His parents would not be around with him to help him tie his shoelaces.

He wondered if Nike could do something about it?

Nike, of course, got down to solving this teenager’s problem and many other who suffered from such condition. They got inspired from the simple concept of a Door on the hinge. The door opens because of the hinge, permits people to go in the room & it closes effortlessly because of the hinge!

Nike’s Flyease is inspired just on this simple funda- it has a wrap around zipper system, that people without the full use of their hands can open it, slip their feet in & close the zipper. This system obliviated the shoe lace tying process.

How did this benefit the company?

1. They got the best idea from outside their industry but intelligently adapted it.

2. Every decision a company takes should not be geared towards maximizing financial returns. It should also take decisions in which every member of a community wins. When that happens, the company and its brand will start being perceived as humane and caring. Nike took that decision and today has gained the goodwill of the customers. 

Result: Company will generate goodwill and trust among its potential customers which will eventually result in business.

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