Feature

Why Nike just couldn’t do it in India

The legendary sports shoes giant has failed to make it big in India. Its multibillion rupee bet on cricket was just a bad one

Nike’s famous tagline ‘Just Do It’ has a gory history. The slogan writers were inspired by the last words of a man who was facing a firing squad, in the seventies, after committing double murder. It could be considered a brash move by a responsible company, the choice of these words. But the American multinational has built its brand through its association with sports. And, on the field, defiance is celebrated.