For the Nike company, what is the description of the proposed Business and Customer Value, which is the sales pitch. Why would a person buy the product; whats in it for the customer as an individual?
Nike's new customer value proposition in Nike's post-hero worship phase endorses the idea of finding the athlete in every body and building on the proposition that Nike will inspire and motivate every athlete, i.e., every person.
The Nike mission
"To bring inspiration and innovation to every athlete* in the world." (Bill Bowerman, Coach and co-founder of Nike)