"Emotion By Design" - Summary

Greg Hoffman's journey into the world of sports marketing began in an unexpected place - the prestigious Walker Art Center in Minneapolis. As an aspiring young designer, Hoffman's dream was to land an internship at the Walker Art Center after graduating from art school. He loved both art and sports growing up, but saw his future in the elite world of fine art and design. However, a chance encounter led him to apply for a minority internship program at Nike the same summer he was set to intern at the Walker.

Initially hesitant, Hoffman was drawn in after learning of the creative talent behind Nike's iconic marketing campaigns. He spent an incredible summer at Nike in 1992, soaking up the vibrant, irreverent corporate culture where creatives were encouraged to take risks and push boundaries. He worked on designs for athletes like Deion Sanders and witnessed major sports moments tied to Nike's marketing genius, like the 1992 Olympics. This opened his eyes to the power of marketing to connect emotionally with consumers. Still, Hoffman went back to the Walker as planned after the summer ended.

But Nike came calling several months later with a full-time job offer, presenting the opportunity to reenter the exhilarating world of sports marketing he'd experienced. Hoffman made the difficult decision to leave the Walker and pursue his newfound passion at Nike. It marked a turning point, merging his dual interests in art and sport. The emotional impact of Nike's marketing during that 1992 summer convinced Hoffman he could make a broader cultural impact working in sport. He saw immense potential to keep uncovering how marketing could move people through storytelling. Hoffman drove west to Nike again, knowing this time he wouldn't look back. His journey into the arena had begun.