Uit de blog van Simon Sinek in de Huffington Post. Volledig citaat:
Nike doesn’t want to make products for everyone, they want to make products for champions. Champions are not the ones who always win races, champions are the ones who get out there and try. And try harder the next time. And even harder the next time. Champion is a state of mind. They are devoted. They compete to best themselves as much if not more than they compete to best others. Champions are not just athletes. Champions are entrepreneurs, politicians, nurses, soldiers, students and Hall of Famers. Nike wants to make products for all champions.