What is a Nike Moment? What does it mean? What is it made of? Do we always know one when we see one? These aren’t rhetorical questions. They’re near-scientific inquiries into the DNA of who and what Nike is. When we forget to ask them, we begin the descent into the merely decent: we start to become a good company instead of a great one. We’re not comfortable with that, and we’re not going to let it happen. We’re 30 years into this thing, we’re proud of who we are and what we’ve done—so we’re going to ask a few simple questions about the Nike Moment. What exactly is a Nike Moment? What does it mean? What is it made of? Do we always know one when we see one? Whatever the answers to those questions, this report is full of those moments. Thirty of them, to be exact. Not one per year, but we did go with ten per decade, just to keep things well-rounded. They’re not a Top 30—they’re just 30 moments in time that form a clear picture of who we are: a soulful, innovative, offbeat, insightful company infatuated with sports and the people who play them. We think it’s a good trip, but we’re not playing the nostalgia game. We’re just reminding ourselves—as much as we’re reminding you—who we really are. So read through the decades. We think you’ll get the idea.