A list of 10 principles from an early internal memo at Nike, long before the company grew into a global brand. This list is rumored to have been written in 1977 by the first head of marketing, Rob Strasser, and was shared decades later by lead designer Markus Kittner.

“1. Our business is change.

2. We're on offense. All the time.

3. Perfect results... See more

More beauty and craft,

less factory line

More weird and rebellious,

less safe and derivative

More really hard inspired work,

less status games

More authentic expression of self,

less patagonia vest