Greg Hoffman

Emotion by Design

Emotion by Design

Creative Leadership Lessons from a Life at Nike


Nike's former Chief Marketing Officer reveals how to unlock the creativity of any team

'The marketing genius between Nike . . . Greg Hoffman has inspired me tremendously' Steven Bartlett

'Reading this book made me smile in my soul, proving that creativity, community and empathy has created one of the greatest brands of our lifetime' Mary Portas

'What a book. I couldn't put it down' Chris Evans


Creativity. It's the rocket-fuel that powers the planet's coolest brand, ensuring that Nike's campaigns connect with the deepest emotions of customers around the world.

Creativity. It's the downfall of countless companies every year - its absence leading to tired ideas, predictable branding, bored customers.

Creativity. It's a skill that can be learnt, just like any other.

Join Greg Hoffman, Nike's former Chief Marketing Officer, as he helps craft the company's iconic campaigns for Ronaldo and Serena, Olympic Games and World Cup finals. Together, his insights offer a revelatory method that will make any brand more creative: emotion by design.

'An unforgettable account of a man and a business that never had to try to be someone else's idea of cool - because they had already defined it themselves' Rory Sutherland, Vice-Chairman of Ogilvy and author of Alchemy

'A brand isn't a logo, it's a story. In this guidebook-plus-memoir, Greg Hoffman helps us see how a commitment to our creative practice can make any story better' Seth Godin

'Will help marketers and creatives connect with their audiences like never before. Highly recommended' Professor Jonah Berger, author of Contagious

'Brilliant . . . A must-read for any marketer, businessperson or creative' Nir Eyal, author of Hooked