Shoe Dog V : 僕らが売るのはCultureだ
We were trying to create a brand, I said, but also a culture. We were fighting against conformity, against boringness, against drudgery. More than a product, we were trying to sell an idea—a spirit. I don’t know if I ever fully understood who we were and what we were doing
Knight, Phil. Shoe Dog: A Memoir by the Creator of Nike (Kindle の位置No.3559-3561). Scribner. Kindle 版.