To get your vision advantage, two things are essential. You need to be good at empathy and curiosity. This is something Nike knows and actively practices. Mike Krzyzewski coaches Duke University's basketball team. He says a vision advantage helps brand marketers do well. It means noticing things others might not. Then, you use this knowledge for exciting stories that make the public experience emotions.

Empathy is like being in other people's pair of shoes, and it’s an essential part of any brand. It's important because when you're empathetic, you can understand how others feel. You can also predict what they want and need. This helps you tell stories that show what your brand cares about. It also allows you to make fundamental changes.

How can one make their brand more empathetic? Firstly, having a diverse crew is part of growing your empathy. When your team is made up of different kinds of people, you can learn more. Include people from different backgrounds, as they will bring their own experiences and ideas. This makes your brand more engaging.

Nike's Equality campaign is a great example of empathy. They launched this campaign to show they cared about the unfairness involving Black Americans. A short film about how critical it is to be fair in sports and life featured famous athletes like LeBron James, Serena Williams, Kevin Durant, and others. Michael B. Jordan narrated the film. Many people saw this film, which started a significant movement for fairness.

Another example of empathy in action is the creation of Nike’s Pro Hijab. Wearing a traditional hijab for sport was associated with many discomforts for the athletes. The material got heavy when wet, and it would also obstruct the athlete’s hearing. Nike's designers addressed the issue, creating a sports hijab from a softer and breathable material. Zeina Nassar, a German boxer, has expressed the benefits of this product and became one of its ambassadors. This shows how a brand can gain prominence by being attentive to the needs of others.