# In 1997, Steve Jobs told Apple: Nike sells shoes, inspires millions 2026-08-09T09:48:18+00:00 | Business & Economy | Indian Opinion Desk Corroboration: 1 independent outlet When Steve Jobs returned to Apple in 1997 after an 11-year absence, he told employees the brand had suffered from neglect and needed rebuilding. During a town hall, he held up Nike as the world's best marketing example. Nike sells a commodity, shoes, but its ads honour athletes and inspiration, not product features like air soles. Jobs argued Apple should stop talking about processor speeds or comparisons with Windows. Instead, the company should communicate what it stands for. That thinking led to the iconic 'Think Different' campaign featuring Einstein, Martin Luther King Jr. and John Lennon. ## Coverage - timesofindia.indiatimes.com Tags: Apple, branding, marketing, Nike, Steve Jobs, Think Different Canonical: https://indianopinion.org/in-1997-steve-jobs-told-apple-nike-sells-shoes-inspires-millions/ License: Summary and commentary (c) Indian Opinion, reusable with attribution. Facts belong to the linked sources. Cite: https://indianopinion.org/in-1997-steve-jobs-told-apple-nike-sells-shoes-inspires-millions/#story-in-brief Review state: restored archive article, accurate at time of publication, not offered to search indexes.