July 2010 Pitch work for Nike. Nike’s brand values are performance and innovation, this brief was to establish a third pillar to Nikes brand values; sustainability. Nike are aware that they haven't always done everything right in the past but are today doing a lot of things to become a more sustainable brand. But that’s not enough. Can we change the definition of what it means to be a great athlete? Can sport not be used as a force of good? For a better world.